The Right Stuff
Just in time for Father's Day, Unilever's Dove brand launched "First Fatherhood Moments," a multichannel campaign celebrating that life-changing moment when a man first learns he's going to be a dad. The campaign featured a video montage of real dads finding out that they are going to become fathers; a press release with an interactive call-to-action; an educational, user-generated forum for first-time fathers; a mobile app and more. The video alone, which is available on YouTube, gained more than a million views during its first day.
Unilever isn't the first company to adopt a multichannel strategy, and it certainly won't be the last. As digital technology continues to evolve—and attention spans dwindle—it's no longer enough to pick one channel and hope it sticks. When marketing to a hyper-connected society, it is important to create as many touch points as possible to get your message seen and remembered.
That's not to say you should overwhelm prospects with emails, social media and QR codes—you need to offer a seamless, consistent experience across all communication channels. Here's how to launch a cohesive campaign.
1. Set goals upfront
A favorable campaign outcome hinges on strategy. The Dove campaign is a great example. The brand teamed its First Fatherhood Moments campaign with its Dove Men+Care product line. Why? After conducting careful research studies (e.g., "Care Makes a Man Stronger" and "Google Dove Men+Care New Dad Survey"), Dove learned that men feel more equipped to better care for their families after fitting in some self-care. Dove marketers kept this in mind when building the multichannel strategy, proving that a little homework goes a long way.
"If you don't know what you're trying to accomplish, you won't know who to target, the best ways to communicate with them or what messages will resonate with them," said Sarah Mannone, vice president of client services, TREKK, Rockford, Ill.