The company creates a VIP section on Facebook to receive feedback about its brands.
Unilever has launched a corporate-branded Facebook page in a bid to engage more with consumers. Those who join Unilever VIP are able to voice their opinions about product development, receive rewards for advertising the company’s brands and win cash for new ideas.
Unilever’s brands include Persil, Surf, PG Tips, Magnum, Walls and Dove. Consumers will receive previews of advertising, branding, packaging and promotions, and will be rewarded with exclusive access to new products, money-off vouchers and invitations to VIP events. The media director at Unilever UK, Rachel Bristow, said:
We have been working on this initiative for several months. The UK is a pilot country and we wanted to build something scalable, interesting and rewarding for consumers…It is difficult to run outbound campaigns that allow consumers to interact with in their own time and in their own way. This is about getting consumer feedback and making them feel important in our decision making.