The Campaign

Ideally, every client would want to have their brands positioned and strongly associated next to relevant content. However, the entry cost for Branded Content is higher - and many brands would not have the budget to do so. This also means that currently, there is less clutter in the Branded Content area, and Unilever is enjoying being one of the first market leaders in Malaysia. As Philippines and Malaysia's No. 1 portal site - Yahoo! became the client’s best partner in building Branded Content. With its strong international/ local contents, efficient campaign management, a wide range of rich media creative capability to enhance the Branded Content site, effective traffic drivers...etc. With Yahoo!, clients can fully deliver their brand message and earn a massive amount of brand preference.

Results

The Challenge: In terms of client management, the client would naturally want to include as many sales oriented contents into the site as possible. However, as part of Yahoo!'s protocol, Yahoo! has to manage the balance between client wants and audience interest. For campaign management, working with a few parties and two different time zones is not that easy! But we managed to overcome that by anticipating issues before it happened. The Objective: Grow user engagement and favorability towards Unilever brands The Strategy: Create a beauty information hub for target consumers, with a good fit between Unilever brands and content The Execution: Beauty Talk and Beautiful You together, are the special column co-designed by Unilever and Yahoo! for publication of beauty-related content. Brands gently connect with users though embedding the product benefits in the articles or videos they’re interested most. To drive the awareness of these two websites, traffic was generated through the featured icon & brands’ advertising across Yahoo!. Both users and Unilever brands can share those valuable articles on their facebook pages for further distribution through social network, thus bring in more traffic to these beauty websites where we see users exchanges ideas, have comments and interact with brands.

A variety of appealing contents are included on Unilever’s Beautiful You and Beauty Talk to attract female users. We incorporated a lot of visual contents in Beauty and Fashion articles to make content consumption engaging while being informative to users. Body & Fitness articles are written from an educational angle, this then prompted a higher article sharibility, as users would want to share information like these with their friends. Love & Life articles are subjective to individual thoughts and sparks discussion amongst the users, therefore there are a higher number of comments in these articles.

Beauty Talk Philippines has achieved: A total of 2,435,009 unique user visits in 7 months Accumulated 9,208,482 page views An average of 6.6 min time spent per user Beautiful You Malaysia has achieved: A total of 232,587 unique user visits in 4 months Accumulated 670,537 page views An average of 4.3 min time spent per user An official survey also proves that exposure to the beauty sites successfully raised consumers’ familiarity with the brand and affinity towards it. Their agreement with brand attributes such as “fits my lifestyle”, “meet my needs” “is a brand for someone like me”…. also increased significantly after visiting the beauty sites co-worked by Unilever and Yahoo!.