Unilever: Launch of Slim Fast 3.2.1 Plan
TULLO MARSHALL WARREN
CLIENT • UNILEVER/SLIM.FAST
THE TEAM • Daren Kay, Amy Bryson, Rachel Spong, Sam Cottrel, Jasmine McCorry, Dawn Jenner, Kate Stockdill,Tariq Khan, Rolff Kruger, Murdo MacLean. Other contributor: Idio – Online magazine.
WHAT IS WONDERFUL ABOUT THIS WORK? • We wanted to motivate yoyo dieters to create a personal dieting plan, communicated via regular emails. We got more registrants in three months than the last three years! 55,000 signed up, 90% converting instantly. eCRM achieved 32% CTR (average 23%).
OBJECTIVES• Increase awareness of Slim.Fast vs....