To bring to life the indulgent qualities of Unilever’s best selling ice cream, Magnum,our London team created Magnum Manor, a global PR program implemented in 21 markets.“Home” to celebrity Eva Longoria, media was invited to the Manor to interview the DesperateHousewives’ star, participate in chocolate tastings, learn the history of chocolate and experiencethree new products. To build consumer excitement, our team hosted a hunt to find the MagnumEntourage to host Eva during her stay at the Magnum Manor. To date there have been over380 million media impressions, and the website has had over 4.5 million views.
To engage a new, younger audience, our Chicago team partnered with Klondike to create the“What Would You Do for a Klondike Bar?” online video contest, inviting consumers to submitoutlandish responses to the timeless question. The traditional and social media campaignincluded a traffic-driving Klondike digital shorts series created by Saturday Night Live’s” AndySamberg, Facebook fan page, Twitter page, YouTube channel, Podcast series and targetedblogger pitching. The efforts generated more than 390 million impressions, increased onlinechatter for the brand by 2,060 percent and most importantly, contributed to great improvementin baseline case and dollar volume performance.
According to research, 75% of Taiwanese 20-somethings saw Dove as their “mom’s brand.”Our team was challenged to re-introduce Dove and its new tagline Go Fresh. Feel Fresh. to a“new” consumer. Via hip celebrities, innovative consumer trials like a the signature Go Fresh teadrink served in a national beverage chain, and product placements within universities, we raisedtargeted awareness for Dove. The diversified approach not only generated media results with95% Dove brand name pull-through, but also helped Dove obtain a 4.2 % market share andrecognition as the #2 hottest selling new item in the category.
In Shanghai we were tasked to spice up Unilever’s Food Solutions division, which wascontinuing to lose share in the marketplace despite a 20% annual increase in the country’scondiment market. By forging the link between food and fashion trends, we created a“Food-shion Show,” which modernized UFS’s image among mass consumer media and,more importantly, trade audiences. As a result of the customer engagement program,the division saw an increase in share despite UFS’s higher costs, as well as highercustomer loyalty and increased direct sales.
Breyers and the Chicago team created the Sundae Showcase, a mobile tour that visitedeight cities to showcase signature sundaes from local chefs and share the joy of ice creamwith consumers. In each city, families indulged in free scoops of Breyers ice cream,participated in the chefs’ recipe demonstrations and enjoyed games and entertainment atsampling events. Breyers also partnered with pastry chef Gale Gand to serve as judge andnational spokesperson for the Breyers Sundae Scoop-Off Recipe Contest, which resulted in3,000 entries. The campaign secured 269 local media placements, engaged with more than42,500 consumers and garnered more than 229 million media impressions.