Our cows are committed to 3FM Serious Request
125829The campaign had one overarching theme: our cows are committed to 3FM Serious Request. The cows not only produce milk for the consumers of the Netherlands, but also for Serious Request. This of course ties in nicely with the path that FrieslandCampina had already taken by stating the origin of the milk on the cartons.
Offline they wanted to generate awareness. By ordering a carton of milk you contributed to Serious Request. list to data The campaign consisted of the milk carton campaign, Campina Milk Bar, breakfast brigade, dairy farmer members and a night's sleep at the farm. Online was more focused on engagement. Under the motto 'support our cows during the hard work, play a song for them in the barn' songs were requested via the website cowsrequest.nl. The song that was requested the most was Africa by Toto and that eventually became the song to which the € 288,059.13 was donated.
Generating content from a relevant partnership
Ultimately, FrieslandCampina used the collaboration with Serious Request to generate content in a sympathetic way from a relevant partnership. With sufficient fun elements, they started the interaction with the consumer. FrieslandCampina did not yet have a Facebook page. Through this campaign, they were able to embed digital more structurally in the marketing communication strategy and they launched a Facebook page, to enter into the long-term relationship with the target group.
“You have to build that bridge as you walk on it.” – Els Timans, Unilever
Yunomi-logo-def(2)In 2009, the women's platform Yunomi was launched: a platform for and by women that mainly runs on the high level of involvement of its members and user-generated content. The platform must contribute to Unilever's vitality mission. Yunomi's target group is 'The Most Valuable Customer' (MVC): women at the head of their families.
Busy women who have to run and multitask non-stop. They have to combine the children at daycare with their work, sports and their household, and if possible they also want some time for themselves. Me-time. That is the moment that Yunomi wants to focus on. Just create that moment for yourself and scroll through Yunomi's articles.
For and by women
The content on Yunomi is made for and by women. Every week, one woman tells her candid story. The recipe section, in which women share their recipes with others, is very popular. For many women, Facebook is a channel where we can be found, but where they often do not dare to be very open. The other members often feel like friends, but are just far enough away from them because they only know them online. This allows women on Yunomi to dare to be open and to seek out interaction with each other much more.
An owned media channel
Unilever has an owned media channel with Yunomi. Instead of using external online platforms to place branded content, this can now be placed on Yunomi. The brands pay for this themselves. The investments that they would otherwise invest externally are now spent on Yunomi.