Unilever takes stock as in-store promotions beat social-media ROI

Unilever: in-store promotions deliver '50% higher ROI'
Unilever: in-store promotions deliver '50% higher ROI'

Unilever's return on investment from in-store promotions can be as much as 50% higher than campaigns run across Facebook and Twitter, according to sources close to the company.

The brand-owner has invested significantly in social media via the platforms, with brands such as Marmite, Sure and Lynx all promoted through Twitter in recent months.

However, a well-placed source told Marketing that Unilever marketing teams are questioning the logic of shifting big budgets to social media, when the equivalent spent on in-store promotions can deliver an ROI up to 50% higher.

The source claimed that Unilever is likely to skew marketing spend toward in-store prom-otions on brands such as Timotei, Radox and Marmite at the expense of social-media campaigns, in search of better ROI.

However, it will continue to back brands with social activity where it is a 'good fit', such as grooming-product brand Lynx/Axe.

Unilever chief executive Paul Polman has previously warned against the overuse of discount promotions, describing them as a 'zero-sum game'. He predicted that, over time, social media will become a 'much more effective tool for brand adoption than TV'.

Separately, Unilever has appointed Mark Bleathman, previously brand-building director, hair, to the new role of vice-president, brand-building, personal care.

He will oversee the marketing for TRESemme, Vaseline and Radox, among other brands.

Bleathman joined the company in 2011, having previously worked at hair brand Alberto Culver before its acquisition by Unilever.

The post of vice-president, brand-building, personal care, was created after the role cov-ering both hair and personal care, previously handled by Iain Potter, was split into two. 

Potter is on sabbatical while Unilever hunts for a vice-president, brand-building, for its hair products.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message