Unilever has bought into digital music, health apps and location based services as part of its Go Global start-up accelerator.
The aim of its Go Global initiative is to partner seven of its brands with digital companies to drive its own digital capability and help the start-ups expand their global reach.
It wants the digital firms to work with its Clear, Hellmann’s, Magnum, Pro.Activ/Flora, Surf and Vaseline brands to create “groundbreaking” digital campaigns.
The companies that have won investment from Unilever include: African digital music service Africori, location-based service NewAer, data-driven music platform Songza, Swedish digital health start-up LifeSum, and Chinese media firm Thoughtful Media Group.
Each will receive US$100,000 in cash investment as well as mentorship from Unilever's senior execs including global brand, marketing and media directors, in return for customised digital marketing initiatives. Unilever hopes to grow its expertise in content, mobile, and connected devices through the partnerships.
Marc Mathieu, Unilever senior vice president of marketing, said: “It is important as marketers to constantly adapt and get ahead of the world we live in. With technology – and even more so with mobile technology – the pace of change is accelerating exponentially. Working with young, high-growth companies that are partly inventing the future will enable us to continue to pioneer new technologies and platforms which can help our brands engage more meaningfully with people around the world.”
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