Cosmetics giant Unilever and media company Vice are to launch a platform for women together, which is intended to "create a real dialogue" between Unilever and its female customers, as these generate 78 % of the company's turnover.
Focus on Dove
The platform's messages will mainly be broadcast through Youtube and Snapchat, but Vice will also launch a new TV channel called Broadly. That channel will launch in august, but Vice will divulge more information during a panel discussion at the Cannes Lions Festival, the world's largest award show for creative communication companies.
Unilever will probably mostly focus on Dove and TRESemmé products on Broadly, which will broadcast several series, including documentaries. The company feels this is the deal way to "drive purposeful, authentic and lasting conversations with our consumers, particularly the worldwide community of young women", according to Chief Marketing Officer Keith Weed.