Unilever has recognized that to connect with younger consumers effectively, they need to engage with them on platforms they value, such as gaming, which is now a central part of youth culture. Over the past three years, the company has significantly increased its investment in in-game advertising, shifting focus away from traditional social media where younger audiences are less active.
Willem Dinger noted that the investment in gaming is not merely for advertisement, but to enhance user experience within games. Unilever aims to create engaging narratives around their brands without disrupting gameplay. This approach is exemplified by their collaboration with Fortnite to promote Axe, aiming to engage users meaningfully and creatively.
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