If you got it, you flaunt it – How Unilever approached the task of enhancing engagement with consumer insight

Jon Cohen
Digital People, United Kingdom

David Cousino
Unilever, United Kingdom

INTRODUCING THE PAPER (AND KATIE PRICE)

In the United Kingdom we have a celebrity phenomenon called Katie Price, Aka Jordan. She is the Pamela Anderson of our times. She is the latest news on the front cover of every tabloid. She sleeps with the people that need sleeping with, she cries tears of joy over her babies and kisses muscle-bound boyfriends to taunt her tormented ex-husband. She even plays polo with the royal family. But that kind of attention doesn't come easy. Katie Price works hard, albeit silicon-enhanced, full-frontal, out-there hard, but hard nonetheless.

She flaunts what she's got.