Unilever’s Shopper Marketing Program Targets Hispanic Consumers
Unilever brand Dove was looking to target Hispanic consumers who shop at Kroger and to recommend a deodorant that matched the key attributes the customer was looking for.
Sampler identified consumers who matched the criteria, and allowed them to select a sample customized around the product attribute that was most important to them. Samples were delivered direct to consumers’ homes, along with a follow-up coupon redeemable in Kroger stores.
Sampler sent a follow-up survey to consumers 3 weeks after their sample was delivered, making it seamless for Dove to gather ratings & reviews.
Targeting: 100% of samples delivered to the bullseye target (Hispanic Kroger shoppers)
Ratings & Reviews: Dove received 10X more ratings and reviewsthan the average conversion of a post-purchase survey.
CRM: 65% opt-in to Unilever CRM database.
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