Tag Archives: digital marketing

Tourism & Digital Marketing: Hong Kong

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Hong Kong is technically an autonomous territory within southeastern China, known for its history, shopping, and vibrant urban scene. I went to Hong Kong with my family the same trip that I visited Thailand and Singapore. I am especially interested to see how Hong Kong handles their official tourism, considering their autonomy within China.

The official tourism website’s landing page has a pretty heavy emphasis on visual elements which makes the page more engaging; however, the use of multiple graphic slider elements makes it a bit distracting. It looks like there is some type of logo associated with the Discover Hong Kong page, but there is no clear branding on the website landing page. Scrolling through, the website has some cool features like top attractions, upcoming events, and more. There is also not only a clear clickable path to the social media accounts, but the website has the option to sign up for a newsletter that boasts the latest happenings and exclusive offers. There is even a clickable link to an app called the Hong Kong Guide that has all in one planning capabilities; this is something new I’ve seen on a website and it seems like a great initiative. The page has a Facebook, Twitter, and YouTube. These three social media accounts are definitely fewer than I’m used to seeing, and I am pretty surprised there’s not an Instagram.

The Twitter has 312k followers and they joined in 2010, amassing 18k tweets. The bio gives users the hashtag Discover Hong Kong in order to be able to share photos, giving the options for users to increase their engagement. The site makes use of pinned tweets and judging from their posts, they seem to have a pretty connected strategy and network. The Twitter is used for a lot of quick, relevant updates and even features public figures like Tory Burch to promote the destination.

The YouTube page has 26,203 followers and seems to be organized pretty well. There are a list of playlists such as events and festivals, culture and heritage, and arts and performance. Most of the videos are relatively short, under a few minutes, and are fun and fast paced. There’s a whole segment that’s called Experience Hong Kong like a local and it takes a kind of vlog form that’s fun to watch. You can tell the videos posted are unique and created for this page, and they are entertaining to watch and feel less like advertisements for the territory’s tourism industry. Overall, I think Hong Kong does a really good job in their official tourism endeavors. They incorporate a lot of unique, engaging features and have a succinct strategy. They do definitely do more in terms of branding and should develop more social media accounts to further their digital strategy.

Audio Renaissance

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Digital audio advertising is: serving ads into audio environments. Digital audio advertising is growing in importance due to the fact that it is a powerful tool to personally connect with the audience. Audio is consumed by every person, in every instance; it´s a world where we are always connected through earbuds. Music apps are on the list of the most used apps in terms of time spent, and the main reason is that users experience is a very personalized one. The main implication is that the listener´s engagement level has changed. Furthermore, compared to social platforms data has shown that audio streaming services have been proven to establish a much more intimate and authentic connection with their audience.

Advertising on the Internet radio increases as it is part of the growing trend of digital advertising, even though it is still a very small slice of the pie. According to the Interned Ad Revenue Report, digital audio ad revenues rise 42% in the second half of 2017. The internet radio market as a whole showed an 18% growth in 2018. In the chart below, we can see that Pandora is the market leader with 63% of ad revenue market share. Moreover, mobile is the most important platform of digital audio.


Brands are increasingly interested in figuring out how to put their brands into this type of user experience. The kinds of audience segmentations that many publishers are creating is what has gained marketers and firms´ attention. The audio industry continues to evolve with a higher technology development becoming more data-focused. This data accumulation leads to more accurate targeting and reporting tools. This benefit not only apply to music apps, but there are also additional benefits when talking about Podcasts, since research claims that by advertising in this medium there can also be greater recall (refer to the graph below).

I want to highlight two examples of brands in the UK that are using digital audio to connect with listeners on the go. People spend a lot of time streaming audio when they are doing other things, especially outside. O2 wanted to increase sales of Samsung Galaxy by getting more people into the store to try their phone, with the help of an ad agency and digital software they created a campaign in which people that where around their stores throughout the country where served digital audio ads. They obtained really good results, since people who had been exposed to the ad were 67% more likely to go in an O2 store than those who weren’t. This use of geo-location targeting technology is a similar practice of sending a consumer a text message when they are near the store, but this time through audio services. Another implication is the fact that they are companies are not only able to do this new types of advertising, but also to measure their marketing efforts.

Another example is the use of dynamic audio. Dynamic audio enables the company to get a voiceover artist in a booth and record all the different variables that they need to communicate their audio ad. All of those variable audio files sit on a server and at the point in which that ad is served the firm has created a personalized audio ad for the listener. It is important since these variables can have thousands of creatives for one particular campaign. Companies like Deliveroo are able to have a huge impact through this. Deliveroo delivers lots of different types of cuisines to almost every city in the UK, whatever the weather, any day of the week; so they need this creative flexibility to appeal to their different types of consumers in their different day-to-day situations.

The Playlist of Spotify

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If you go look on Spotify, there is a playlist for everything. There are playlists made by Spotify, some made by artists, and even some made by your Average Joe. If you need one for a break-up, take your pick because there are hundreds. How about for a long road-trip? Plenty of options there. Are you attempting to memorize an entire semester-worth of information in one night? Spotify has you covered. But one of the more interesting playlists I have seen recently has to be one made by Wall Street Journal.

In case you hadn’t seen in the news, Spotify just recently had their IPO. And to help tell the story of the company, WSJ created “The Spotify IPO Playlist” which takes people step by step through the founding of Spotify through song. This is probably one of the most interesting means of digital story-telling I have ever seen. Not only does it give the facts and numbers about Spotify over the years, it keeps the tale interesting and connects it to a new generation – the generation that uses Spotify as the soundtrack to their life.


Just as a sneak peak to the beautiful narration WSJ provides and to convince you to, maybe, check out their Playlist, here are the two songs that perfectly describe where Spotify started and where they are now:

Marketing Musicians: Ed Sheeran

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Ed Sheeran has always found a way to put a personal, unique way to word the emotions and actions he’s felt, experienced, and been through. Beginning as a street performer who performed at shops and restaurants over 350 times in a year, he gained his prominence as an artist through being himself and nothing less. But in December 2015, he made a personal choice that, through marketing, could have made or broken his career and what he worked for. What would happen?


It was on December 13, 2015 that Sheeran announced over his social media channels that he would be taking a year off from his phone, email, and social platforms to see the world that he was too busy to appreciate while intensively touring. Then, following suit, he was silent. No new music, no viral sightings, no posts.

Image result for ed sheeran break from social media

It wasn’t until December 13, 2016, exactly a year after his silence began, that he posted a picture of a light blue square, with no caption. Half a month later, he posted an animation that announced new music coming in a week, and filled the week with more videos and teasers of the new songs. The hype and expectations built exponentially as the release date neared, with retweets, likes, and promotions bringing the light blue square and Sheeran’s name to nearly everyone’s attention.

Image result for ed sheeran blue square

By the end of the day that his two songs, “Shape of You” and “Castle on a Hill”, debuted, they held the numbers 1 and 2, respectively, on the Billboard charts in both the U.S. and U.K. These two singles led to the announcement of Ed’s blue-themed album Divide over the next week, which went 9x platinum in the United Kingdom (a record setter) and 3x platinum in the States.

Image result for ed sheeran divide art

Ed Sheeran took a year off from the public eye, and thanks to his digital marketing scheme came back bigger than ever. Mystery and teasers stirred hype and word-of-mouth as a segue to his product release, and once songs were out he slowly revealed more about his future product to maintain and create attached interest. With Divide being Sheeran’s most successful album, us musician marketers are curious to see whether he can continue to multiply his sales with this strategy or if the pluses can only go so far.

Tourism & Digital Marketing: Saint Kitts

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St. Kitts is an island in the West Indies, made up of itself and the bordering island Nevis. It’s known for its rain forests and sandy beaches. I visited St. Kitts and Nevis on vacation with my family and was in awe of its beautiful scenery and friendly inhabitants always on island time.

The landing page for the official tourism website is extremely engaging with a banner style title that is a looping video, showing happy people and fun activities. The St. Kitts logo is shown with the phrase Follow Your Heart, contributing to the brand’s cohesiveness across channels. The website looks very professional and inviting; it is clear that tourism is a huge segment of St. Kitt’s economy and identity. There is a comprehensive menu with history and culture about the island, where to stay, attractions, food, and even a special deals section. There is also a Gallery section that compiles the beautiful photos of what St. Kitts has to offer. Towards the bottom of the page, all social media accounts are listed with the short actionable Follow Us written above. There is also a place to sign up for an exclusive newsletter, an interesting concept to keep travelers engaged with the island. The official tourism website has a Facebook, Twitter, Instagram, Google Plus, Pinterest, and YouTube.

The Instagram has 10.9k followers and 619 posts. Not surprisingly, the posts on the Instagram are breathtaking. There’s a good balance of beaches, rainforests, golf courses, and food/drink. However, as I picked through the page I noticed a lot of similarities between the Instagram and Facebook with a lot of the same content and even captions. This seems a bit redundant and wouldn’t inspire someone to follow both pages. I also noticed that there is no option to hashtag something under a common phrase to make it shareable.

The Facebook page has 112,111 followers. The profile picture is a clear photo of the logo and the cover photo is a video, which makes the page super engaging. The page posts about every day consistently. A lot of the posts feature a picture and then short description about the allure of the island. However, this style doesn’t really seem well suited to this channel, and I think the page could definitely increase their engagement if they incorporated more relevant things into their posts and made them less vague. Overall, St. Kitts’ website is very well done but they could use some work on their social media channels. These channels are an important way to not only get people back to the main page but also increase engagement and awareness of the secluded island.


How to pick the right influencer 101

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Investing in influencer marketing is a key factor with consumers being more skeptical of traditional advertising and marketing techniques. Also the fact that with technology the consumers have more and more control over what they see or hear.

From an article in a digital marketing from the AMA.

An influencer is defined in the dictionary as: Individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship”; in other words they are social media “celebrities”, with power over others.

Influencers are a powerful marketing tool because they are authentic and trusted creators of content. It is a totally different approach than a direct advertisement, which is usually not welcomed by the audience in the first place. Through influencers the brand can get closer to the audience and actually be helpful to the viewers. Although followers don’t know the influencers it is shown that ordinary people trust their opinions quite a lot; some research say that is even as powerful as families´ and friends´ opinions.  This digital “celebrities” are ideal to target specific audiences that might not be reached any other way through social media.

There are 4 rules to identify an influencer:

  1. Popularity ≠ Influence
    1. Look at the number of followers they have on social media but it is also important to see how they are connected to your target market.
  2. To be influential a person has to be actively writing on topics that matter to your audience.
  3. To be influential a person must have authority.
    1. This means that a person is quoted by others in the industry.
  4. Influencers drive action.
    1. This means that when they recommend something it should directly boost sales.

Investment in influencer marketing is a growing trend, but it is still very complex; especially the process of finding the right influencer. There are millions of people, a variety of platforms, a selection of products, endless posts, so we find ourselves immersed in this whole new universe. The brand needs to choose the accurate influencer or else these marketing efforts will be worthless.

From an article in digital marketing from the AMA

A company can manage their influencers either in house or outsourcing it. When choosing in house a good option is a software package that is able to help the firm identify influencers and measure results. In house is usually used when the firm has only a low-to-moderate budget, since this saves money, however it is more time consuming and less expertise from part of the business. The other option is to work with a third party that is responsible for all the arrangements; they would have more expertise and frees the firm´s marketers to focus on other things, but it is more expensive.

Some tips when choosing influencers:

  1. Know your target audience and your influencer´s target audience.
    1. Know who the potential influencer for your brand targets too. The fact that is talking about products in your industry doesn’t necessarily mean they are reaching your segment. Therefore when defining the audience the firm needs to be as specific as possible. This tip would not only help the business to reach the right audience, but it gives the influencer authenticity.
  2. Find values that align with the company´s values
    1. In other words, the digital “celebrity” needs to match with your business. Influencers become a representative of the brand so they need to embody what the firm is; they need to be advocates of what the company stands for.
  3. Set a goal
    1. Understand that as with any other medium there needs to be a strategy behind the content you are pushing, it shouldn’t be there just to be there. This would not only help the focus, the execution and choosing the right influencer, but will also aid later in evaluating the effectiveness of the campaign.
  4. Create a long-term relationship with your influencers that drive sales to your company.
  5. Have a plan in case the influencer screws up.
    1. This should not happen but should be there in just in case.
  6. Analyze the influencer quantity and quality
    1. Understand how they build their networks, how they engage with their audience and what type of content they post
  7. Start with the few and invest with the best

Also take in to consideration:

  1. How regularly do they post
    1. It depends on the platform: in Facebook it is recommended it is about 1 post per day; in Instagram is good about 1-2 posts per day and on Twitter is around 15 tweets per day.
  2. Do their fans interact with their photos
    1. Understand the number of likes and the comments people make on their posts. Also evaluate if the influencer answers to them and engages with their audience.
  3. How would your business compensate the influencers

Local businesses are also able to use digital celebrities to boost their sales. Some of the tips above may apply to them, but they should try to look for micro-influencers which usually have 1,000 to 10,000 followers.

Some tips to find micro-influencers are:

  1. Use hashtags that are related to your product, business or industry
  2. Conduct research on social channels
    1. See who has a large number of followers and see if they tag brands in their photos.
    2. “Choosing an influencer who is already a fan of your product or service makes it easier to persuade them into promoting your brand” (Chris Ake, Forbes)
  3. Research on Google
    1. Be very specific and take a special look at bloggers.
  4. Find influencers that engage with their audience, this is especially important for local.

Warby Parker: A brand for the people…with blurred vision.

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I recently listened to NPR’s How I Built This, the Warby Parker edition. The podcast discussed how Warby Parker became what it is today, from the first thought to the hardships to the success. I was fascinated by their story and their unique approach to the eyewear industry. Neil Blumenthal, Andy Hunt, Jeff Raider, and Dave Gilboa founded the company during their years at Wharton Business School. The idea came from a realization that there were no inexpensive eyewear options available and no means to buy online. The industry was monopolized by a few big players, leaving consumers with no price alternatives–to the extent the an iPhone was cheaper than a pair of glasses (pretty insane stuff). While these giants were in every eyewear store, they had no online presence, even though, online shopping was becoming increasingly more prevalent. Thus, Warby Parker was created.

These companies did not see a potential for eyewear to be sold online, and most people agreed because eyewear had to be tried on, no exception. Yet, Warby Parker was able to bring the ease of buying online, while incorporating the need to touch and feel through their at home try-on service. I got so excited while listening to this podcast, feeling my heart rate go up (A little lame? Maybe. A health concern? Also, a maybe.), because what others felt was unrealistic, the founders were able to break through that notion. While the product was not new or innovative, their delivery and approach to the eyewear industry was transformative. Wow, it’s still exciting. Since I felt so moved by the podcast, I wanted to look into their social media presence.

One overarching theme in their social media is that their social media is driven by their consumers and consumer engagement.


A large part of the Instagram account is consumer generated content. This is not only an efficient marketing tactic, but Instagram is a difficult platform in creating a community aspect. People typically just scroll through, stopping merely to appreciate a beautiful picture. However, Warby Parker has given their consumers incentives to pay closer attention by reposting customers’ photos and by creating a vibe in which consumers are more willing to reply back to captions like, “Which frames should our @warbybarker bud @tofu_stories get—Baker or Abbott?” (puppies are great too).


Twitter is one of the best platforms for two-way communication, and Warby Parker takes advantage of it. Again, they heavily incorporate consumer generated content into their marketing strategy. Warby Parker has more ease to engage in a conversation with their consumers and will not just retweet content, but will reply back with witty and fun comments.


Their Facebook posts tend to be more product driven and company updates. It doesn’t quite have the community aspect as their Instagram or Twitter, but instead, consumers use it as a customer service center, inquiring about products or sharing their experiences. Warby Parker does a phenomenal job at replying back to every comment that requires a response. We can truly witness Warby Parker’s commitment to providing the best possible customer service.







Hollister Co. successful partnership with AwesomenessTV

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Hollister Co. has partnered up with AwesomenessTV to reach Gen Z consumers. So far, Hollister has launched 2 docu-series on AwesomenessTV YouTube channel. Their aim is to target teenagers where they spend the most time in, their phones, and specially watching YouTube videos. It is important to note that 2 out of 3 teens buy online with more than 50% being phone purchases.

What is AwesomenessTV?

AwesomenessTV is an American media and entertainment company. It is a joint venture of DreamWorks Animation and Verizon Hearst Media Partners. AwesomenessTV started as a YouTube channel but now they have grown to be a multi-channel media network distributed across 30 platforms. AwesomenessTV creates original web series, television shows and theatrical films across all their channels.  Their main target are teens and preteens. They currently have 6.1 million subscribers in YouTube, and only last summer they had 4.6m. AwesomenessTV partners with leading global brands to develop campaigns for millennials and Gen Z audiences.

What are this series about?

This is Summer is the first docu-series made through this partnership, it was released on May 20th last year. Within the 24 episodes the viewers follow the lives of seven high school students in a summer that spend the summer traveling and playing music while dressed in Hollister clothing and embracing the brand values like liberating spirit and endless summer. The Hollister clothing featured in the show is available for purchase on Hollister´s social channels. The fact that each video only lasts about 10 minutes makes it appealing to the short attention span and interest of teens.

Due to the success of This is Summer the partnership continued in 2018, creating a new series called The Carpe Life. This show goes hand in hand with Hollister´s most recent campaign Carpe Now, which follows the “carpe diem” ideal of seizing every moment, and in this case living like every day is summer. The Carpe Life is hosted by Hunter March, a social influencer; other social media “celebrities” will be featured throughout the series. In their first episode the hosts, the Funk Bros and their girlfriends try to live the most epic day possible using only the contents of the Carpe Crate. Again, embracing Hollister´s values of living life at the fullest.

What´s in it for Hollister

According to some people in the marketing Hollister aims that through AwesomenessTV they are able to resonate with their teen customer and create rich brand experiences, in order to ultimately expand brand relevancy across this market. This initiative gives fans a variety of ways to connect and engage with Hollister. The clothing brand seeks to build emotional connections through discovery, which is mainly what every teenager is going through; demonstrating that the brand is more than just selling t-shirts, jeans and hoodies. Throughout the videos protagonists are not only wearing Hollister´s clothes but there is a lot of brand placement as well.

Hollister Co. celebrates the liberating spirit of the endless summer inside everyone.  Inspired by California’s laidback attitude, Hollister’s clothes are designed to be lived in and made your own, for wherever life takes you. And this values are precisely what a series focused on summer and music embraces. The massive reach of this YouTube channel boosts Hollister brand recognition and popularity.

What´s in it for AwesomenessTV

This is Summer generated significant increments across all key brand metrics according to a Nielsen study commissioned by AwesomenessTV. Furthermore, some of the protagonists released their songs which were featured on Hollister´s playlist during the summer.

According to Harley Block, SVP, their partnership with Hollister represents the future of modern advertising and branded storytelling. Through this collaboration they are able to create something unique in which their audience was consuming content and experiences at the same time.

Tourism & Digital Marketing: Thailand

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Thailand is a country located in Southeast Asia. It’s known for its tropical beaches and rich history. Plus, who doesn’t love Thai food? I had the opportunity to visit Phuket with my family on vacation a few years back. It had the most beautiful beaches I have ever seen and some of the best food I’ve ever tasted. I would love to do a backpacking trip through Asia someday and go back to explore more of Thailand.

When first clicking on the website, a pop up appears to select your language- nice that it’s accessible for all. The website itself appears to be very well done, aesthetically pleasing, and sharp. It’s organized and not overwhelming. The main landing page features a slider that rotates between six main, posted stories that emphasize visual content. The official tourism for Thailand’s logo also stands out against the page and is very attractive. There are four main categories: Where To Go, Things To Do, What’s Going On, and Trip Planner. Scrolling down, there’s a sleek calendar that shows main events happening in Thailand throughout the months. Further down, there’s highlights from a recent campaign “Your & My Thailand” which allows the user to “see & share Thailand through other people’s eyes.” You can explore the stories through clickable links to their social media accounts. There is also a clickable link to the Thailand travel blog. This blog is incredibly well done with relevant stories about cultural events, food, etc. posted on a regular basis. There is also an option to sign up for optional email updates. The only thing I noticed was that some of the information contained within the main categories was a little lost in translation with a few grammatical errors. However, I am overall very impressed with the initiatives the tourism authority for Thailand took in crafting the website and keeping engagement up.

Thailand’s official tourism authority has a Facebook, Twitter, YouTube, Pinterest, and Instagram. I’ll be focusing on the Facebook, Pinterest, and Instagram. The Facebook page has 54,544 likes. The profile picture is the simplistic, attractive logo and the cover photo is a beautiful shot of Thailand without any words to get in the way. The site posts regularly and does a great job incorporating visual content and even video content. They not only post relevant things about all the things happening within Thailand but also current events such as Muay Thai fights. The website also engaged in a Thailand Insider Series campaign where they posted a new video about specific areas in the country such as Koh Chang.

I was very impressed to see how built out their Pinterest page was with 892 followers and a plethora of boards. The boards are fun, attractive, and feature a collection of things that users actually want to see. Some of the boards include Thai The Knot, What to Wear, Thai-Licious, and Travel Tips. The variety of boards represent a good mix between functional and informative and fun and engaging. The Instagram page has 149k followers and 992 posts. In the description, the hashtag #ThailandInsider is listed to be featured on the page, making posts shareable and increasing involvement with users. The feed is extremely aesthetically pleasing and makes me want to be in Thailand at this very moment. Vibrant scenes of nature, food, temples, ruins, and festivals occupy the page. Overall, Thailand’s official tourism website is doing a really nice job portraying the country and using social media platforms to further its strategies.

Unilever vs Tech Giants

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For all of you that follow marketing updates, one of the news that got my attention this month was Unilever´s warnings to Facebook and Google to pull their advertising efforts. Unilever has taken this position due to the platforms wrong behavior, according to Keith Weed, Unilever´s marketing boss.

Weed made a speech in February 12th where he addressed his concern of the lack of trust from consumers that receive content from digital media. “As a brand-led business, Unilever needs its consumers to have trust in our brands,” he mentioned.

The reasons for Unilever warnings basically came back to three main points.

  1. Facebook announces a change is what appears in users´ news feeds.
  2. Supporting, US lawmakers who told on Facebook, Google and Twitter claiming that they allowed the spread of misinformation and fabricated news stories.
  3. The spread of fake news, racism, sexism, terrorists spreading messages of hate and toxic content directed at children; and the fact that brands inadvertently are connected to this issues.

Weed´s main goal is “to help all the industry and to collectively rebuild trust in advertising”.

Why is Unilever impactful

Unilever is the 4th largest global advertiser behind P&G, Samsung and Nestle. Last year they spend $8.6 billion in advertising.

The fact that a strong, global brand like Unilever is taking action towards the massive and powerful Facebook and Google could mean the start of something. In my opinion, Unilever is standing for what they believe is right for their brand, their industry, other industries and the society as a whole. Of course they are leveraging their market power and position. This is not the first step taken to address this growing issue, but certainly one of the most impactful ones until today; P&G´s Chief Brand Officer made a speech last year about it.

It is interesting to note, that even though brands don’t own the platforms they are essentially their consumers (since they are their source of revenue). In this case as an important purchaser of advertising, Unilever is trying to regulate what these platforms do in their own sites.

What is Unilever actually doing?

They have established that they “don’t want to invest in platforms that do not protect children or which create division in society.” Furthermore, they are going to prioritize investments, by only doing so in responsible platforms that are committed to creating a positive impact in society.

On the other hand, it is important to mention that Unilever has stepped up their investment in digital in this year. They have taken this course of action as a major-cost saving strategy; despite fears around fraud, brand safety and verification.

What does Unilever get from this action?

Besides maintaining trust from their clients, Unilever could also use their speech and warnings to influence the consumer´s perception of their different brands. They appear as committed to society and concerned about issues that matter to consumers. Emphasizing that they want to create a positive impact on society not only in the product supply chain but in the media supply chain too by aiming to construct responsible infrastructures. Furthermore, they demonstrate transparency of their firm.

Weed understands the consumer; understands that they are the most important thing for the brand, they are what makes a brand and what a brand stands for.

“The fact that consumers don’t care about good value for advertisers but they do care when they see their brands placed next to ads funding terror or exploiting children. They don’t care about sophisticated data or ad targeting via complex algorithms, but they do care about not seeing the same ad 100 times a day. They don’t care about ad fraud, but they do care about their data being misused and stolen.”


All brands would be affected if wider trust in brands is irrevocably damaged. Mainly because as we all know, once trust is broken it is very difficult to gain it back. Especially when it is not only about a company or an industry but it is a growing phenomenon of skepticism and mistrust across all markets, meaning that it is spreading way beyond. Unilever is afraid that consumers will hold advertisers accountable for this type of content when they see brand´s ads along them.

Facebook and Google´s reaction

Both Facebook and Google say they are listening to Unilever. They are working with them and looking at Unilever as a protector of the industry. I believe this is a good way to do business in the 21st century. It is better to listen to powerful brands because at the end the social media platforms are just channels and if major brands stop advertising in them they can lose billions in revenue. At the end it only makes all of the ads that appear on these platforms more trustworthy, and consequently the platforms themselves more reliable. And in the end being able to keep their business profitable.

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