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The two biggest UK beauty vloggers, Zoella and Tanya Burr, were both signed to talent management, so Unilever could not reach them directly.
Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.
How we know
The stated goal was to become "the biggest hair brand channel on the platform", and the brief said the channel had to be much more than Unilever people talking about products.
| Who says so | PR News, plus a Shorty Awards entry for All Things Hair. Note the credit is contested: trade press names Razorfish as lead, and Weber Shandwick was one of several shops on it. Read it |
|---|---|
| A second source | The Shorty Awards entry for 'All Things Hair - Big Hair Meets Big Data' independently documents the campaign and its recognition, separate from PR News' own coverage. |
| What the agency was asked to do | Not published as a brief. The stated goal was to become "the biggest hair brand channel on the platform". |
| How that happened | Not published. Weber Shandwick was one of several contributing agencies (alongside lead agency Razorfish, plus Mindshare UK and PHD) on Unilever's multi-market 'All Things Hair' YouTube hub, launched market by market from December 2013 through 2014 (Canada/Quebec Dec 2013, UK Jan 2014, Philippines Apr 2014, US Sept 2014, Brazil Oct 2014). No source found describing how Weber Shandwick specifically was brought onto the roster (no RFP notice, no announcement of a WS appointment). A former Weber Shandwick staffer's LinkedIn profile claims she 'strategized and launched All Things Hair, Unilever's first social ecosystem' while at the agency, which conflicts with trade press crediting Razorfish as lead creative/strategy agency - flagging this as a data conflict rather than resolving it. |
| How long it took | All Things Hair rolled out market-by-market over about 10 months (Dec 2013 to Oct 2014); no pitch-length or contract-length data found for Weber Shandwick specifically. |
| Recorded as | Unilever (Tresemme, Dove, Alberto Balsam hair brands) |
Every other case where they could not get to the big names →
← Every caseEvery case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.