Tim Lumb - MSFT
Posted on 28/08/14

150 million times a day, someone, somewhere chooses a Unilever product. As the first commercially available laundry detergent launched in 1909, Persil has been at the forefront of innovation for over a century.

The Persil Kids Today Project is an initiative to see the world we live in through a child’s point of view and Unilever recognised that their target market, mums, are now much more digitally connected. 

Unilever wanted to engage with connected mums, by placing Persil ‘Small and Mighty’ creative in relevant digital environments, which would resonate in todays multiscreen society.   

As part of the wider digital strategy for Persil, and following on from a previous Persil multiscreen campaign that ran across the Microsoft portfolio including MSN, Windows 8, Xbox, Skype and Mobile, Unilever’s media agency Mindshare partnered with Microsoft to engage the 2.9 million women aged 25-44* who visit Outlook.com each month in the UK.

By using Skyscraper and VersaTile ad placements within Outlook.com’s clean design and fluid interface, Unilever could engage UK Mums using webmail with Persil videos and image fly-outs. 

Top line campaign results:

  • +7% increase in spontaneous awareness
  • +5% increase in positive evaluation
  • +3% increase in familiarity
  • >x2 Users exposed to the campaign were more than 2 times more likely to visit a Persil URL or make a branded search in the month after exposure**
  •  75%
  • Heavy users of Outlook.com saw higher levels of message recall –75% were able to identify the Persil Small & Mighty messaging.

“Using Outlook.com was a great fit for Persil to target busy connected Mums with The Persil Kids Today Project” Paul O'Grady, Senior Communications Planning Manager, Marketing Services, Unilever UK

Sources: Brand research by Metrixlab, *UKOM June 2014, **Microsoft Internal July 2014

Tags: Case Study, fmcg, outlook, Persil, unilever
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