Babs Rangaiah director of media and entertainment at Unilever: "Video killed the TV Star" he said. Make no mistake, TV is going through changes and it's reflected in Unilever's marketing. The photo
slide: On one side, is the family of yesteryear. watching a tv commercial. Fast forward, and you see one kid on xbox, another on computer, another on cell phone. "You have to diversify and do
things that penetrate the culture. but many marketers still market to the picture on the old side.
All networks are putting prime time content on portals. marketers need to follow their
eyeballs since 70% of internet audience watching video content. "We have taken steps to engage that space," says Rengaiah. He showed the video for Dove about real beauty that shows a women getting a
makeover. "No wonder our perception of beauty is distorted." that's a famous video. And the parodies. it's risky and out of your control. The question always comes up about consumer control of media.
"The Dove guerrilla campaign has gotten a lot of play, and can't be controlled easily," he said.
For Suave, consumer generated campaign called in the motherhood, where mons send in stories
about their kids and about being parents. "We have had millions of consumers watch it and submit stories. For Dove we had consumer generated op ed campaign. And we gave consumers tools to create ads.
Then ran the winner on the Oscars," he says. Dove used video bloggers as well, using vlogger Amanda Congdon.