Unilever to crowdsource content for 13 global brands

Unilever's Babs Rangaiah
Unilever's Babs Rangaiah

LONDON - Unilever is calling on consumers to produce ad content for some of its biggest brands including Lynx, Ben & Jerry's, Dove and Vaseline.

The Unilever Consumer Creative Challenge, the first major activity under new global marketing chief Keith Weed's stewardship, is the FMCG giant's largest-scale crowdsourcing drive to date. It was unveiled at the Tribeca Film Festival in New York.

In collaboration with MOFILM, a community of aspiring film-makers, Unilever will seek video content for 13 of its brands: Lynx, Ben & Jerry's, Close Up, Dove deodorant, Wall's ice cream, Knorr, Lifebuoy, Lipton, Comfort, Sure, Surf, Sunsilk and Vaseline. Unilever selected the brands which had the biggest global presence for the initiative, according to Babs Rangaiah, vice-president of global communications planning at Unilever.

The consumer products group will name five winners for each brand at the London Film Festival in October, and one overall winner who will walk away with £7,000. Unilever plans to use the winning ideas in future marketing campaigns. "We hope we have enough good content to produce ads for all the brands," said Rangaiah, adding that the focus will be on ideas that can run in multiple markets.

The company has tested similar initiatives on individual brands. In August last year it dropped Lowe from its Peperami account in the UK and announced a contest to create a new campaign around its 'Animal' character. The winners were announced in November, though the resulting ads have yet to be rolled out.

Crowdsourcing is an increasingly popular tactic for marketers. The Labour Party recently held a contest to generate ideas for a poster attacking the Conservatives.

Unilever has supplied product briefs for each brand on the www.MOFILM.com website, and is using the Twitter hashtag #ulccc to distribute information. Contestants can enter in English, German, French, Spanish, Italian, Portuguese and Chinese. Entries will be judged by a panel of film experts and top marketers.

Weed, recently named chief marketing and communications officer following the departure of Simon Clift, said Unilever wanted to "encourage and capture the creative energy behind [internet film-making] and put it behind our brands by inviting consumers to be part of the brand creative process".

Discussion

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

Latest

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