The Unilever VIP programme is made up for 11 Unilever brand including Walls, PG Tips, Persil, and surf, which will invite consumers to give their personal opinion on the new brand initiative. Same time consumers will receive preview of advertising, branding, packaging and promotion of various brands of Unilever.
Consumer will become a VIP member by signing up the dedicated page. Participants will be rewarded through exclusive access to new products, money-off vouchers and invitations to Unilever VIP events.
Rachel Bristow, media director at Unilever UK, marketing told, "We have been working on this initiative for several months. The UK is a pilot country and we wanted to build something scalable, interesting and rewarding for consumers."
Bristow said that Unilever is Planning to go into a phase of driving awareness around the new brand initiative, through emails to its consumer database and adverts on Facebook. She also said, "Already 6,000 people have liked the page and just under 90% of those consumers have gone on to be members."
"It is difficult to run outbound campaigns that allow consumers to interact with in their own time and in their own way. This is about getting consumer feedback and making them feel important in our decision making," she said.
Unilever has revealed that the first initiatives consumers will be involved in include seeing a "sneak preview" of Carte D'Or's new packaging, writing reviews for the Domestos new Toilet System range, and giving feedback on the new Surf TV ad.