Unilever announced June 26 that it was pulling ads from Facebook and Twitter for the rest of 2020. “Continuing to advertise on these platforms at this time would not add value to people and society,” the company said in a statement. “We will be monitoring ongoing and will revisit our current position if necessary.” Ads from some brands, including Dove and Dollar Shave Club, continued to run on Facebook platforms until June 29.
Despite the fanfare, Unilever’s disengagement from Facebook isn’t so different from that of L’Oréal USA, which didn’t announce it was leaving the platforms and declined to comment. Yet L’Oréal’s mass brands, including L’Oréal Paris and Garnier, haven’t been advertising on Facebook platforms this month after regularly doing so in June, while its prestige and specialty brands, such as Lancôme and Kiehl’s, have continued to run Facebook ads.
Another rival, Procter & Gamble Co., has been reviewing all media buys, including Facebook platforms, for content moderation and brand safety and has been in talks with organizers of the Stop Hate for Profit boycott, according to Chief Brand Officer Marc Pritchard. But P&G hasn’t pulled Facebook ads, and was in fact by far the biggest advertiser on Instagram April 15-July 17 with $78.9 million in spending, more than double that of Amazon, the second biggest spender.
Direct-to-consumer brands, like Unilever’s prestige beauty brands, generally support the aims of the Facebook boycott but feel they can’t afford to leave the platforms for the health of their businesses, says Greg Ashton, co-founder of the d-to-c trade group Grow, who has followed their discussions on the group’s Slack channel.
"five" - Google News
July 28, 2020 at 01:43AM
https://ift.tt/3g3MCXq
Unilever's withdrawal from Facebook isn't quite complete as five beauty brands keep advertising - AdAge.com
"five" - Google News
https://ift.tt/2YnPDf8
https://ift.tt/2SxXq6o
No comments:
Post a Comment