Unilever - Alberto European
The Alberto European brand had lost relevance with users and was perceived as an outdated discount brand. This coupled with a harvested marketing spend, left AE with declining retail sales. The AE brand team made the bold decision to re-launch, and build equity with newly defined (more mature) target audience. MHz developed an integrated, multimedia campaign, to direct target consumers to a Facebook page. Maximize media budget through a strategic mix of online and offline vehicles. Consumers would be rewarded for “liking” the page with a high value retail coupon.
The Facebook page quickly attracted over 10,000 fans within the first three months, and then went on to achieve over 17,000 and is still growing.
This program won claimed a DPAC award for Social Media in December 2010.