The challenge posed was to raise Flora Gold brand awareness and to differentiate it from Flora.
To educate mothers about the fact that Flora Gold is a blend of Flora and butter, while ensuring high engagement rates and accountability.
Ok! Magazine's well-suited audience was teamed up with FreeWall®'s proven engagement capabilities.
Simultaneously driving understanding and traffic to the Flora Gold website using FreeWall® Triple Play technology. The Flora Gold FreeWall® was a layered experience, seamlessly delivering 3 high impact formats for the price of 1: i) the in-stream Flora Gold ad ii) related multiple-choice question clearly highlighting Flora Gold's USP iii) kicker image at the bottom of article containing a clear call to action.
FreeWall® was frequency capped to 1 ad unit per user per day.
An engagement rate of 19% was recorded (industry average 2%, according to DoubleClick) and Click-through rates of 1.4% (industry average 0.1%, according to DoubleClick).
"An internal study showed that 86% of people who engaged with FreeWall® recalled the brand." Joe Comiskey, Unilever.
The results for the campaign demonstrated that presenting FreeWall® to the right audience on the right publisher can deliver positive brand awareness, product interest and effectively educate the consumer. Furthermore, Unilever were impressed with FreeWall®'s accountability, speed of deployment and adaption of existing creative assets. Additionally, Rezonence's cost per engagement basis, ensured that Unilever only paid for proven engagement, i.e when the question is answered correctly.