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14/04/2008 by
17783 views

Unilever: The Rising Star In Social Media?

Unilever seems really dedicated to integrate viral commercials and social media succesfully into it’s marketing approach? In this item we will show you an overview of Unilever’s viral campaigns.

christinadolce

Already in 2006 Unilever’s Axe used the pretty MySpace user Christina Dolce AKA ForBiddeN, with Game Killers. Christina had 900.000 MySpace friends at that moment and was the perfect vehicle to reach 18-24 year old guys. At the Christina Dolce MySpace profile an interactive game with datingtips, named Game Killers was launched, with hints to Axe. Over 75.000 MySpace users participated! Read more at DLD.

In the end of 2006 Unilever’s Dove launched the smashing and rebellious viral internet commercial Evolution. The commercial reached millions of women in no time. See the full Dove Evolution whitepaper here.

In 2007 Unilever’s Dove launched Onslaught, another compelling viral internet commercial. Also Onslaught became a weapon of mass affection in no time.

In 2008 Unilever’s Rexona launched a widget into Malaysia’s favorite online social network Friendster, with over 3.6 million active users in Malaysia.

The Rexona Profile of Rexteen Rexy at Friendster was the epic center of an aggressive traditional media campaign. Preliminary results speak of the collaborative effort’s success. Since its launch, the Rexteen Rexy official profile has won over 6,700 Fans who’ve provided over 469 brand testimonials. Over 80,000 members have installed the widget within their profile since and the resultant sales uplift is significant. Read more at Asia Media Journal.

Tell us what you think of Unilever’s social media strategy? Do you now other brands that have embraced social media like Unilever?