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Unilever Casestudy

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Submitted By julia91
Words 1968
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Digital Marketing

As discussed in your chosen case study, outline the main strengths and limitations of the case’s digital marketing strategy.
In the Unilever case study, the company decided to distribute samples of a new cereal bar, the
Marmite, to drive awareness of the new product by increasing connections to the brand’s
Facebook page by a Facebook sampling ads campaign. The activity on Facebook was part of an integrated campaign that included print media to raise awareness as well as additional sampling initiatives through digital transvision screens and escalator panels. The ad’s headline was “Free Marmite Cereal Bar”.

Strengths
One of the reasons why the campaign was so successful was the user-friendly set-up: Once users clicked on the call-to-action button in the ad, they were given the unique opportunity to fill out their shipping address within the ad, providing them with a quick and easy way to request a sample without leaving their newsfeed. It is less time consuming as one does not have to go to the store to buy the sample but just order it through Facebook. This also makes it convenient for the customer and therefore the probability of satisfaction towards the brand increases.
Another success factor was Unilever’s use of Facebook Targeting to target its ads to mums and adults 16 to 44 years old. Targeting on Facebook allows the most likely customers to be reached based on information they list in their profiles. Unilever delivered 33,000 samples of the
Marmite Cereal Bar in two weeks to the target audience. This is a great success because
Unilever only spent money (for the product, the shipping and the ads) on relevant customers they choose according to their segmentation of the market. If they had distributed the Marmite in public places, they would not have been able to control whether the “right” people get the
product.

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