For our brands at household category, all branded content activity is done on TV. There are many women programmes during daytime to target these housewives. Most of these programs are entertainment oriented and do not have as useful content as they used to have. There are no online TV channels or no online content provider to target women at home. It’s getting more and more expensive to sponsor a whole programme on TV. However, own content and content distributed online to our consumers, allowing them integrate with it, is very effective way to reach our consumers.

Main idea was to create a useful, liquid content that can flow to our users across platforms. When we used Facebook as our main channel to transfer content to our users, allowing them share this content with their friends, we reached our aim to ‘draw eyeballs’ to Unilever.

We generated content that would be useful in their daily lives like cleaning tips, cooking tricks for kids, how to get rid of bad odours in kitchen etc. We wanted users to feel familiar with our page, and connect with its contents on a deeper level. So we attracted their attention.

Outcome: After 7 months, we reached 195,000 new fans. 896,663 fans visited our Facebook page daily and our tips and tricks touched 23,493,195 women.