Unilever Takes Social-Media Route in Asia-Pacific
Unilever is using social-media activities to promote brands including Pond’s, Lux and Comfort in Asia, AdAge.com reported.
The company will turn one experiment into a regional marketing strategy, according to AdAge.com: It used bloggers in a blind test of Pond’s Age Miracle moisturizer, using sites such as Onlylady.com to seek volunteers to sample an unidentified anti-aging solution. Nine out of 10 were satisfied enough to continue endorsing the brand following the end of the trial.
Unilever vice president of marketing for home and personal-care brands Laercio Cardoso, who is based in Shanghai, told AdAge.com:
This is the first time used we’ve used social media in China.
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