Direct > Strategy

TRYVERTISING

F.biz, Sao Paulo / UNILEVER / 2012

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Film
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Overview

Credits

Overview

BriefWithProjectedOutcomes

For resolves this objectives, was created a new online brand experience service called 'Experimentar É Vital' ('to try is vital'), a tryvertising solution, where for each ordered Unilever product sample, the user needed to answer a research form providing their opinions about the sample.

ClientBriefOrObjective

Unilever Brazil, through the Portal Vital, a branded content and relationship initiative, wanted to innovate, offering a new utility that approximated consumers and new consumers to the brand.

Effectiveness

In the first wave of products about 3,000 survey answers were collected (a rate of convertion about nearly 50% of total product). In the second wave (being completed questionnaires), the products were sold out in 24 hours, without any kind of advertising or spontaneous media, only buzz. The most important was that these studies have provided extremely valuable qualitative and demographic data.

Relevancy

Besides a sampling service, 'Experimentar É Vital' was a relationship strategy and a brand experience project that helped the Unilever brand to learn more about consumer perception and develop and innovate more in the production line.It established and contributed to maintaining a bond between consumers and this Unilever initiative and the gain is fabulous, because the consumers' opinions crossed with the users' profiles helps to build better strategic planning.

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