Persil & Comfort

The Challenge

Unilever needed to drive forward a new sub brand – ‘Naturals’ - within an already established brand environment – Persil and Comfort. The ‘Naturals’ range were to be positioned as complimenting each other perfectly.
Data capture was also key.

The Solution

•  Our strategic vision was centred around the creation of a new content strand – Great Partnerships. It lived on air via a weekly ad funded show and 24/7 online at www.classicfm.com/partnerships .
• We also extended the proposition seamlessly to other touch-points of the Classic FM brand encompassing magazine, email and event.
•  The Great Partnerships creative solution allowed Persil and Comfort to exist in a credible, new programming strand across the Classic FM portfolio. Crucially, it offered website users, listeners and readers of the magazine a plethora of new content, perfectly targeted to its core demographic.

Proposition:

• On air – ad funded show, Great Partnerships presented by Richard E. Grant outlining great and historic partnerships in Classical music
• Online – extensive microsite, an extension for the show and a communication platform for the client
• Magazine – 4 x DPS in Classic FM Magazine showcasing “the very best in musical affiliations”
• Event – a bespoke Great Partnerships music event at the Natural History Museum
• Email – 4 x email communication to the Classic FM database (500,000)

The Result

Between 1st October 2009 and 31st January 2010 the Great Partnerships microsite achieved some astonishing results:

• Page Imps – 367,567
• Monthly UUs – 81,845
• Competition entries for the campaign during this period were a massive 82,115
• The opt in rate was 22%, generating over 18,000 leads for the client – leads that perfectly matched their preferred demographic of people that interacted with the Classic FM brand.
• Solus emails were equally successful.
• The January email results achieved 26,837 clicks and an overall click through rate of 29%
• The Persil and Comfort Naturals range was successfully positioned as an established partnership in all communications – online, on air, in print, in email and at event.
• The Classic FM relationship is now flourishing with extended activity and opportunities online to download money off vouchers and access archive content – all continuing with the consistent tone of voice that has proved so successful thus far.