User generated content in Unilever

User generated content Pourtoutvousdire.com Dove EU web sites Benjamin Long IT Business partner Marketing

Unilever
With 400 brands spanning 14 categories of home, personal care and foods products, Unilever is one of the largest FMCG (fast moving consumer goods) company. No other company touches so many people's lives in so many different ways.
150 million times a day, someone somewhere chooses a Unilever product. From feeding your family to keeping your home clean and fresh, our brands are part of everyday life.
Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.

Unilever – Our brands

Pourtoutvousdire.com
Unilever’s consumer web site with the most traffic.
3rd recipe web site, 4th female portal in France.
Part of the French consumer relationship marketing program.

Pourtoutvousdire.com
The site features:
Articles, tips
Games
News
e-coupons
Coaches
Shop
Forums and moderated chats
Community features (membership, profile, private mail)
Newsletter
Goodies
The “pourtoutvousdire” program also features a printed magazine.
The program is tightly linked to the CRM activities of the Unilever brands in France.

Pourtoutvousdire.com – User generated content Tips
Consumers can share their own tips on nutrition, health, beauty, etc.
Tips are straightaway published on the site and moderated a posteriori by a PTVD editor.
Tips from consumers are separated from the brand tips.

Pourtoutvousdire.com – User generated content Recipes
The site features a 4000 recipes database, of which 1000 have been written by consumers.
Consumers recipes are published straightaway and are moderated a posteriori .
Moderation consists in checking the quality of the recipe, spell checking, adding a food shot.
You can rate recipes, post a comment, send a mail to the recipe author.
Recipes does not necessarily rely on Unilever products.

You can also submit recipe requests.
Other consumers can say they are also interested in your request.
… hopefully, somebody will write the recipe for you!

Pourtoutvousdire.com – User generated content Forum + chat
Forums:
Topics: either free or a brand manager suggests a topic to the community
All forums are moderated
Chats:
Part of the activation strategy of the brands
Invite popular people (ex: Fabien Pelous, player in the French rugby team)
Moderated chat

Dove.com - Forum
Campaignforrealbeauty.com
Features a forum on all country sites (over 30 sites, over 30 languages)
4 topics are proposed to the consumers, different from country to country.
UK: body image, older woman, unconventional looks, my views on the onslaught film
Germany: body image, mothers and daughters, action for more self esteem, beauty ideals in our society, my views on the onslaught film

Opportunities, challenges, risks
Opportunities
Gather direct insights on product launches, brand perception
Build a closer relationship with the consumer
Generate traffic, increase the number of visits per month for one visitor
Use the creativity of consumers
Enrich the content of the site at little cost
Challenges & issues
Moderation of forums in multiple languages (25 languages in Europe!)
Organisation (global projects vs. local responsibility for consumer activation)
Different data privacy regulations in different markets
Amount of data to process to collect insights
Costs for both implementation and maintenance
Value for money? (define success criteria, measure success, ROI)
Risks
Lose control of the brand message
Damage reputation, harm brand image
Regulation infringement (data privacy regulation, copyright)

Benjamin Long IT Business Partner Marketing Dammtorwall 15 20355 Hamburg Phone: 040 / 3490 3236 Mobile: 0173 / 630 1329 benjamin.long (at) unilever.com www.unilever.com

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User generated content in Unilever

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