Digital Marketing Strategy for Unilever

Digital
Marketing
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Brief Overview of Company..................................................................................................3
Situation Analysis...................................................................................................................4
Digital Marketing Campaign..................................................................................................9
Digital Campaign creation process.......................................................................................10
Creating the Digital marketing Campaign............................................................................11
SWOT Analysis of Unilever's ....................................................................................11
PESTLE analysis.........................................................................................................13
Competitor analysis.....................................................................................................15
Objectives....................................................................................................................15
Action Plan..................................................................................................................15
Budgeting....................................................................................................................16
Measurement of Campaign.........................................................................................17
CONCLUSION .............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
The Digital marketing strategy is the use of web based and online technology to better
make the promotion and marketing effort. The digital campaigns are the stepping stones through
which we reach to our ultimate digital marketing goal. With the changed scenario, and increased
use of internet the digital marketing came into effect. The effective use of digital strategy gives
the company triple return on investment. The aim of this report is to highlight the effectiveness
of digital strategy thus, helping the organisation to achieve its promotion and marketing
objectives (Alavi, 2016). The organisation selected for this report is Unilever, founded in 1929
headquarters in UK. Unilever is an company which deals in Fast moving consumer goods. The
company's currently digital strategy being followed is analysed. Lastly, the digital campaign is
being created with motive to increase the company market presence.
MAIN BODY
Brief Overview of Company
The Unilever, is multinational consumer goods company which is headquartered in UK.
The company majorly trade in the Food & beverages, Home care, Beauty and personal care. The
company owns over 400 brands some of them are Axe, Dove, Lux, Lipton, Surf, Knorr, Magnum
etc. The company major brand has sales of over one billion euros. The company has subsidiaries
operating in various countries. The company stocks are traded on the London Stock exchange
and New York Stock exchange. The company has €51.980 billion revenue and employs 155000
employees, in year 2019.
The major competitors of Unilever are Nestle and Procter & Gamble. The company
currently operates through the retail store outlets. The company owns the strong network of the
distributors and wholesalers across the world which helps them in achieving the competitive
edge by bringing down the cost of distribution (Dasser, 2019). Unilever company spends huge
amount on building its brand awareness. The company owns the strong physical remembrance
through making its product available at leading retail stores. The company is using the digital
medium also to connect with the customers at fast pace which is being lacked in traditional
media promotion.

Illustration 1: Unilever Network
Situation Analysis
The Dove brand is one such major revenue generating to parent, Unilever brand. The
“Real Beauty” is one such campaign being launched by the company with intention to change
the definitions of women using the social media platform. The intention was to change the
stereotyping view of women. To start with it focused majorly on creating the societal impact
which indirectly increased revenue for the brands. The company used the video, tweets,
inspirational photos and airbrushed the use of bloggers and celebrity to endorse it. They gave the
chance to real women to be face of this campaign. The digital medium used to endorse this
digital campaign was the Facebook, Instagram, Twitter and You Tube. The company focused on
creating conversational approach rather than brand awareness approach. The goal was to ignite
the audience to converse about their brand. The perfect mix of the images, videos and content
was used to engage the audience (Hess and et. al., 2016).
But with good and applause it faced the ugly reactions of the audiences. As, the
youngsters were in quest to get the exact meaning of the real beauty with this the issue of body
image and differences in colour started to ignite. The disable women were not part of the face of
campaign. On that time the company promoted the differential product as Fair and Lovely which
gone against this campaign image. The Real beauty is still running and proved yet effective for