In addition to the fact that the content now remains within Unilever, the platform also has advantages for the brands themselves. The different brands can influence and strengthen each other much more, because all expressions take place on the same platform. Not fragmented across different platforms, as before. In addition, brands can use the consumer data that is collected on Yunomi. If a product is central in the test & tell section, Yunomi can make a very accurate selection based on this data in order to send a test package to the right target group.
Unilever wants to make a real switch with the platform from just sending to also responding. With the various social list to data media channels, Yunomi wants to enter into a long-term relationship with its customers. It may seem contradictory for Yunomi to also create a Facebook page, if you value your owned media. Their target group can be found on Facebook. Facebook is used to locate the target group and make them aware of Yunomi. Content (creation) is increasingly important here and for Unilever's brands. Authenticity and the connection with the brand values are just as important.
Unilever itself should be able to do this much better and more sincerely than external agencies. Unilever also sees this and has started actively training people internally to proclaim the Unilever message in the right way. Learning by doing is central to Yunomi. They therefore work with half-year plans in connection with the rapid digital developments and slowly build the bridge while they are already walking on it.
Heinz: storytelling with ketchup
heinz-ketchup-old-bottle
Where you might initially think that Heinz could run into the same problem as FrieslandCampina, you quickly notice that this is not the case. Heinz sells ketchup, in a bottle that has changed little to nothing in terms of look and feel over the past decades. Of course, with ketchup, the taste is somewhat more decisive for the choice of brand, but it remains ketchup.