FMCG
The Relationship
LBi has worked with Unilever since 2004, during which time we have redesigned Unilever.com to reflect the evolution of the corporate brand.
Our first challenge was to develop and implement a global corporate website strategy that would engage each audience with the right content at the right time. Additional objectives were to provide an effective switchboard to other Unilever corporate or brand sites, as well as a single framework, CMS and hosting solution.
The Work
Since then, we have continued to provide not just strategic support but also user experience, creative and technical expertise to Unilever’s Corporate Communications and IT teams. We help to support new site launches and maintain existing sites through a dedicated Support Team. They are on-call to provide advice to Unilever Site Editors and Corporate Communications in their use of the site and the CMS.
The Outcome
Our remit now covers over 50 websites across the world with approximately 40,000 pages in total, encompassing 22 languages and 86 countries. We have also produced a site that can work equally as well in emerging markets as it can in established markets (Uruguay vs United States). The strength and longevity of our relationship means that LBi has established a team with a shared vision and passion for Unilever. We feel that we have become a trusted and invaluable partner for Unilever, and are a retained client both for the support and maintenance and for strategy and ongoing evolution and development.
Fans star in ‘What’s Your O-Face?’ campaign
LBi Special Ops Media have launched the ‘What’s Your O-Face?’ digital campaign for Three Olives Vodka, a Proximo Spirits brand, to remind people that Three-O is a seriously premium and seriously fun Vodka.
Through a mix of compelling design, technology and social media components, fans are being asked to upload their own ‘O-Face’; a look of happy excitement after drinking one of the Three-O vodka drinks, onto the site.
Entrants are encouraged to spread the word and rally voting outside the site using special widgets that plug into Facebook and social networking sites. The campaign will be peer judged on May 31,. Five finalists will then be flown to New York and asked to take part in a photo shoot to become the face of the brand, with the winner staring in a national ad campaign and taking home the tidy sum of $10,000.
http://www.threeolives.com/o-face/
LBi Special Ops Media have been in charge of developing the online brand through website development, online creative, media planning, online press and digital strategy. The campaign is supported with print media, out of home media, publicity and a targeted online media campaign that includes high impact custom placements and flash display ads on sites like PerezHilton.com, and Maxim.com.
Gino Luci, Brand Manager for Three Olives is keen to spread the brand message, “Three Olives is the most exciting vodka brand in the market, carving out a niche from our stuffy and pretentious competitors with a single-minded message of being seriously fun. We are dedicated to bringing the fun back to vodka and want our fans to be a part of it. We’re shaking up the category through innovation in every aspect of the brand – advertising, promotions and exciting new flavors – and the results are showing.”
Jason Klein, co-CEO LBi Special Ops Media, “The O-Face promotion proved to be the perfect fit to reap the benefits of Facebook Connect and help it stand out from the oversaturation of brand-centric UGC efforts. We were fortunate to have a client who allowed us to take them on this journey to become the first spirits brand to employ this platform. For a brand like Three Olives that thrives in the real world with word of mouth enthusiasm, harnessing the social evangelical power of Facebook and making it the cornerstone of a 360 degree marketing campaign, seemed a natural fit. And, so far, the results are proving us right.”
Tags: campaign, drinks, ePr, FMCG, LBi Group, New York, Special Ops
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