"They were integrating paid, owned and earned before that became
part of the lexicon," said Christine Cea, senior director of
marketing and communications at Unilever. Weber works on a larger
portfolio of Unilever brands than any other PR and social shops in
the U.S., spanning food and personal care, as well as a new
corporate project called Project Sunlight which encourages people
to live more sustainable lives. "They understand platforms, how
people use and consume content and how to amplify across channels,"
Ms. Cea said.
When Project Sunlight launched on November 20, the agency set up
a media command center at its new office space in Manhattan. For
the next few days, a group of executives from Weber's MediaCo,
Unilever's media agency Mindshare, Twitter and the client gathered in
the space and pushed out content around the new initiative. At the
end, the group saw five times the benchmark engagement level on
Twitter, said Ms. Cea.
In addition to creating editorial content for clients like
Weber also boasted digital-advertising assignments typically fit
for creative or digital ad shops. For example, the agency produced
a video series for client Mattel's Fisher Price brand called "Share
the Joy." The campaign, intended to reach millennial moms, led to a
50% increase in the brand's digital spend before the holiday
season, the shop said. Similarly, for Diet Pepsi, the group videotaped an
undercover Josh Duhamel pretending to be a supermarket employee and
then posted the video on YouTube, garnering more than 3.3 million
views in the first week.