Marketing leaders have never had more to contend with as they grapple with making “impact”. It’s not just in brand awareness these days, but across performance, data smarts, team leadership, influence among the C-suite and personal branding and more.
So how do they approach making a positive difference?
We joined Unilever’s Melissa Orchard as she went about her morning routine to find out how she best prepares for an impactful day of work.
Having joined Unilever 18 years ago in her native South Africa, Orchard has a strong sense of what makes workplace culture work. The best leadership, she believes, combines visionary thinking with empathy.
Social culture is also hugely important to Unilever - and TikTok communities are “at the forefront” of that, she says. As a high engagement platform where Unilever’s audiences are spending their time and looking for entertainment and discovery, TikTok “offers our brands a unique opportunity for us to create content in a really fun and engaging way and authentically build connections with people,” Orchard says. In a way that no other platform can.
The company partnered with #CleanTok, one of TikTok’s huge, and hugely passionate, communities who have turned the once mundane category of cleaning and turned it into one of the most loved and entertaining genres on the platform.
Working with creators on a content and activation series across nine different countries, Unilever created a dialogue between its cleaning brands and #CleanTokers which both entertained and educated its audience and also gave the company insights on how people use their products and what they want from them.
This is the second in a six-part “Redefining Impact” video series with TikTok. Keep your eyes peeled for our next film coming soon.
Sneak peak from this episode: despite wholesome habits (morning routine, work-life harmony, creative passion and empathy), Orchard hints at a rebellious side: her ForYou page brings her a fix of “anything to do with Kaleb, Jeremy and the farm”.