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Connecting With Moms Online Caroline Slootveg - Unilever
By looking at the trends… <ul><li>Mom’s flocking to the web </li></ul><ul><li>Mommy Blogging </li></ul><ul><li>Women love ...
Inthemotherhood.com was born
In words…… <ul><li>First Online Series by moms, for moms, and about Moms </li></ul><ul><li>Moms write & vote – 10 winning ...
Results….. <ul><li>“ In the Motherhood is an industry benchmark.” </li></ul><ul><ul><li>Kraft brand manager to their digit...
 
Results….. <ul><li>More webisode views than Grey’s Anatomy and Desperate Housewives </li></ul><ul><li>Unprecedented Media ...
Experimentation…. <ul><li>New way of working </li></ul><ul><li>Untapped Audience </li></ul><ul><li>Not just a website </li...
Icons Volume On Revelation Selection Iconisation Email, DM THEIR HAIR TELLS THEIR STORY 360 o  Plan In-Store Mobisodes Pri...
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Ogilvy Verge Unilever 13 9 7

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Transcript of "Ogilvy Verge Unilever 13 9 7"

  1. 1. Connecting With Moms Online Caroline Slootveg - Unilever
  2. 2. By looking at the trends… <ul><li>Mom’s flocking to the web </li></ul><ul><li>Mommy Blogging </li></ul><ul><li>Women love Participation </li></ul><ul><li>“ 5 minutes of fame” </li></ul><ul><li>Using the influencers to amplify a message </li></ul>
  3. 3. Inthemotherhood.com was born
  4. 4. In words…… <ul><li>First Online Series by moms, for moms, and about Moms </li></ul><ul><li>Moms write & vote – 10 winning stories turned into webisodes </li></ul><ul><li>Leah Remini plays the lead character </li></ul><ul><li>Hosted on MSN, conceived in partnership with Sprint </li></ul>
  5. 5. Results….. <ul><li>“ In the Motherhood is an industry benchmark.” </li></ul><ul><ul><li>Kraft brand manager to their digital agency </li></ul></ul><ul><li>In the Motherhood – hailed as a gold standard on how to market online to moms. </li></ul><ul><ul><li>Google’s “Mothers Knows Tech” conference </li></ul></ul><ul><li>Unilever employees overhearing other moms tell their friends to check out Inthemotherhood. </li></ul>
  6. 7. Results….. <ul><li>More webisode views than Grey’s Anatomy and Desperate Housewives </li></ul><ul><li>Unprecedented Media Buzz </li></ul><ul><li>Over 4000 submissions and over 50,000 votes </li></ul><ul><li>51% lift in unaided brand awareness </li></ul><ul><li>27% lift in Purchase Intent </li></ul>
  7. 8. Experimentation…. <ul><li>New way of working </li></ul><ul><li>Untapped Audience </li></ul><ul><li>Not just a website </li></ul><ul><li>… .we will be continuing </li></ul>
  8. 9. Icons Volume On Revelation Selection Iconisation Email, DM THEIR HAIR TELLS THEIR STORY 360 o Plan In-Store Mobisodes Print Internet/Website TV PR

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