In late 2009, we were engaged by Unilever to work with Slim.Fast as they repositioned themselves as an influential voice in the social media sphere, as part of their digital strategy for 2010. With Unilever’s digital marketing agency, TMW, taking a lead on strategy, we planned a content marketing project using idio’s platform that would improve Slim.Fast’s search engine visibility, site engagement and visitor retention. Among our objectives were an increase in conversion to product sign-up, and the publication of higher volumes of relevant and shareable content. As a result of the overall project, TMW doubled the number of registrants from the last years, in just three months. The project received a prize under Best Data Strategy category at the Direct Marketing Association Awards.
At the DMA awards, TMW reported that “We got more registrants in three months than the last three years! 55,000 signed up, 90% converting instantly. eCRM achieved 32% CTR (average 23%)”.