For Consumer Packaged Goods Professionals

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	September 21, 2004 Integrated Marketing Best Practices: Unilever Unilever's Slim-Fast Finds The Right Formula Of In-Store And Digital Marketing by Christine Spivey Overby with Jim Nail, Esther H. Yuen

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Executive Summary

Integrated marketing is more than just repeating the same message in different channels. A successful integrated campaign uses both classic segmentation and media mix profiling — across traditional and Internet channels — to identify campaign touchpoints and how content should differ by channel. Unilever's Slim-Fast brand team strikes the right balance of mass advertising, in-store promotions, and digital marketing in its campaign to bring the "Slim-Fast Challenge" to Wal-Mart shoppers. The result: Increased brand awareness of its new low-carb products, higher sales, and a 2-to-1 return on the marketing investment in this campaign.

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