“Making digital campaigns personal, caring and engaging: Measure and entice the target group το keep it coming back !”

Elias Katsoulakos, Mktg Mgr Personal Care, Unilever Adda Kirkilli, General Mgr, Reprise Media

IT’S ALL ABOUT beauty

… and their hair

Source: GMI, MAT Dec 2012

VOLUME

Unilever strengthens its position as No1 in Volume

24.0%

27.7%

9,0%

4,8%

3,1% 2,0%

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%-0.4%

+1.0%

0.0%

0.0%

-0.1%

-0.1%

GLOBAL MARKET SHARES HAIR CARE

DEMANDING CONSUMERS ARE LOOKING FOR NEW PRODUCTS

Source: Datamonitor , Global data

0

1.000

2.000

3.000

4.000

5.000

6.000

7.000

8.000

9.000

10.000

Hair care Colourants Hand&bodycare

Facial care OTC Healthcare Oral hygiene Male toiletries Fragrances

2007

2008

2009

2010

Hair is the category with the biggest number of innovations

# o

f n

ew p

rod

uct

(SK

Us)

*Source: Google

CONSUMERS CONTINUOUSLY SEARCH FOR INFORMATION ABOUT HAIR CARE

2 premium launches

Keratinology by Sunsilk

Toni & Guy

Sunsilk Keratinology Case Campaign Objectives

INTRODUCE “KERATIN”, create word of mouth and

ANTICIPATION

LAUNCH “Keratinology by Sunsilk” Educate consumers,

demonstrate expertise and ENCOURAGE TRIAL.

Have “quality fans” ENGAGING with the brand

TV, ONLINE, PRINT, SAMPLING,

ENDORSEMENT (EXPERT)

Digital objectives:

• Reach 75% of Target audience* during launch

• 35% Increase of Fan Base

• Encourage Trial

* Internet Female Users 18-34

Research Phase: Consumer Data Insights SEARCH Keywords

Keratinology, Αναδόμηση, Θρέψη, χτένισμα, κερατίνη, υγρή κερατίνη, Μαλλιά, ίσια Περιποίηση μαλλιών Hairstyle & tips, curly

Consumer Insights: Try & Share the experience

Celebrities Beauty Editors Fashion Bloggers

Every Day Women

Consumer Insights:

Inspirational +

+ Functional

Data, Insights & Experiences Our Campaign’s Output Display

13

Mechanical Flower

«τα νέα χτενίσματα της σεζόν»

Tips χρήσης & Inspiration

Digital & Cross-media Content

156 PRODUCT TRIALS towards TESTIMONIALS

Reach 85% of Target audience

50% uplift in Facebook Fans

In first 16 days 750Κ FB Unique Users

20% Post campaign PTA

CASUAL CLASSIC

GLAMOUR CREATIVE

1,2 M FB Unique Users

in 17 days number

Gamified Contest

Audience Data

Remarketing

HOW ARE WE TRACKING EARNED MEDIA?

A PROPIETARY TOOL THAT COLLECTS

ALL EARNED MEDIA INTERACTIONS

AND TURNS THEM INTO VALUES BY

USING YOUR BRAND’S CURRENT

PAID MEDIA COSTS AS A

COMPARATIVE

INTRODUCING: THE AGGREGATOR

WHAT ARE THE OUTCOMES?

EARNED MEDIA TRACKING & SAVINGS

THE BENEFITS OF INVESTING IN FANPAGES

What those Earned activities were worth in money

A summary of all Earned activities in a given month

BRAND

SPREAD THE NEWS & ENJOY! #ToniandGuyGreece