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May 20, 2005 Online Advertising Case Study: UnileverUnilever Shows That Online Advertising Does Boost Key Brand Metricsby Fiona McDonnell with Jaap Favier, Jim Nail, Niek van Veen |
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Executive Summary
Unilever's Dove launch campaign in the Netherlands showed that online advertising not only has a positive effect on key metrics like brand awareness and purchase intent, but that it creates synergy with traditional media and deserves a double-digit percentage of the media budget. Other marketers will follow Unilever's lead in integrated media planning, consistent execution, and close collaboration.
This is an excerpt
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