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Solo Open Kitchen – a community platform creating brand interaction and increasing market share
From 1997 to 2006, Solo was rapidly losing market share. The brand had an image problem (seen as old-fashioned) and the cooking fat segment was on its way down. Unilever wanted to boost the brand and increase sales. Starting point was the new positioning of the brand: ‘a good and tasty ingredient for a variety of recipes’ instead of a ‘facilitator to bake meat’.
In 2007 LUON set up a structural and ambitious customer marketing program. The goal of the program: to attract and identify interested customers and set up a dialogue with them. We wanted to learn so much about them that we can offer them just what they want at exactly the right moment and place. The program uses a really broad mix of communication channels: web, e-mail, on- and offline advertising, tv, instore activation, SEM, events, workshops, sponsorship of a nationwide TV-program, etc. But the heart of the program consists of the online ‘Solo Open Kitchen’ community linked to a consistent and highly personalized e-newsletter program.
And what about the results? Well, they are quite staggering, especially after the introduction of a new web 2.0 platform in July 2008.
- Visits & pageviews increased with 740% and 1175%
- Reach: +1 mio unique vistors
- Strong relationship marketing program enabling a dialogue with +90K very targeted, local consumers (+226%)
- Community growth: +238%, including strong brand interaction and high loyalty
- Measurable positive impact on brand health and market share value
- Broad profile information and behavioral analysis deliver a base for continued program optimization and long-term results
The Solo Open Kitchen program won the Cuckoo Awards 2009 for Efficiency
> Visit the Solo site
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