Yunomi

1. The brief

In this ever changing media landscape it becomes more and more difficult to get in close contact with our target group. Therefore Unilever Benelux wanted to start a relationship marketing program to get loyal consumers in the Benelux. Through this program it should be possible to get in contact with the members on regulair basis in order to do promotions and increase sales on this group. Also the Unilever brands have easy access to the consumer preverbal by their own media channel.

At that time there was a platform in the Netherlands called Life and Cooking and 100 ideas in Belgium, but it did not have the right concept to support this new wishes toward the future.

Unilever ambition:

• Create an interactive multi-brand relationship platform
• expressing Unilever’s vitality mission
• towards MVC’s (women in charge of families 30-49)
• for our brands in The Netherlands and Belgium
• based on the current successes and experiences (Life&Cooking/100Ideeën)
• taking into account the cultural differences
• Whilst continuously collecting and reporting measurable results with regard to consumer profiles and shopping/buying behaviour.

2. Chosen media

The project engages the following media

• Online website for the community
• Online partners (MSN and others)
• Bannering
• Dutch and Belgium magazine
• Advertising and TV billboarding

3. Our solution

Multi country platform

Emakina developed a multi-country platform for women by woman, it allows women to participate. The primary medium is an online based community where consumers can read touching, interesting or practical stories. Women can exchange personal stories, recipes and practical tips. A daily section called “Woman of the day” puts a spotlight on one community member every day, sharing the personal story of women in the Benelux.

Add baseline: Cadeautje voor jezelf

Daily content and rewards

Every day the Yunomi website communicates daily content with new articles, recipes, tips and tricks to save time or be more efficient or to go out and discover interesting opportunities. Members can comment online to each other’s stories, create their own articles and be rewarded for it because every level of interaction is awarded with loyalty points. Voting might give X points, commenting Y points and creating an interesting article Z points. These points can be used for coupons, special rewards or partner incentives. Active members are also rewarded with exclusive items, sometimes samples of new products.

Brand activations and games

To increase the brand awareness and promote specific products each week new brand activations are developed. This lets the members actively participate to games and quizzes in order to support an active brand campaign.

Also non branded games are part of the platform to give members the opportunity to spend some free time online beside the interesting articles.

• Pixio: an innovative Flash based game where multiple players can play Pixionary online at the same time
• Sudoku: the well-known Sudoku puzzle game

The site ultimately aims to give all members a shot of new positive energy fully in line with the Unilever values and brand experience. Emakina.NL developed the concept and design of the website. Emakina.NL en Emakina Belgium provided the technical development in close cooperation. Emakina.NL demonstrates its full service approach by developing, managing and moderating the Yunomi platform.

Brand activation modules

To fulfill our goals, multiple brand activation modules were built. These are marketing programs that are supported within Yunomi by:

• Mentioning’s in e-mail newsletter
• Homepage attention
• Advertorials
• Crosslinks from well chosen thematic subjects in the platform

Community Management

Emakina is in charge of managing the community in order to attract a qualitative consumer base that attracts its own peers for promotion in other social media. These tasks include:

• Approval of members
• Stimulation of conversations
• Occasional moderations of comments
• Subscription management
• Periodic quality control

4. Benefits and results

For the consumer:

• A website with daily infotainment
• Peers with similar lifestyle interests
• Brand loyalty rewards
• Exclusive samples of new products
• Quarterly gifts

For the Unilever brands

• The ability to promote products towards specific consumer profiles
• Product placement in relevant lifestyle sections
• Loyal consumers

For Unilever as a group:

• Relationship building by knowing your consumers
• Be where the consumer is and start the dialogue
• Cost-savings by creating their own media
• Better focused marketing by data management techniques

5. Services provided

Emakina provided the following services:

• Strategic Consultancy
• Technical architecture
• Website platform construction
• Drupal based community
• Look and feel
• Usability and interactivity (games, contests, …)
• Brand activation modules
• Content creation
• Community management
• Development of newsletter
• Creative media material for external print campaign
• Supporting media partners on creation of magazines

Visit : Yunomi's website