Unilever Group is a company merged by Margarine Unie from the Netherlands and Lever Brothers soap company from UK in 1929. The headquarters of Unilever are located in Rotterdam, the Netherlands and London, respectively responsible for operations of food and washing supplies. UFS is Unilever's specialised business line of condiments and tea products for restaurants and other users in the professional catering industry.
UFS mainly targets at restaurants, with Knorr, Hellmann’s, Lipton and other world-renowned brands in the area of condiments, sauce, tea products and so on. However, UFS faces a lot of difficulties in promoting its brands in the Chinese market, such as its inefficiency in reaching the chef community, the lack of effective approaches to connect and interact with users, and its trouble in developing a deep understanding of the customer structure and preferences.
Social Touch proposed to gather users on the WeChat platform through full channels, including offline sales, products packaged with QR code, and offline events. Based on user life cycle and the labelling system, the users were grouped for personalized communication to enhance member activity level.
Social Touch designed and planned the "lobster cooking" event, through the Weibo application to select candidates as trainees. While applying for the event, all the chefs should write down six key problems, enabling Social Touch to conduct further studies about the chef’s concerned problems about lobster cooking.
Launched the redeem code on products packages, and transferred the users collected through the dealers to online marketing, to enhance customer loyalty through accumulated award, combined award, and other ways. Meanwhile, collected information from users’ questions and answers to improve the user portrait.
Invited Da Dong, the food KOL for a live show, used MOT and the applications of Trigger template to warm up and officially launch products, to develop the potential of chefs with big influence.
While launching the KCP products, carried out a series of experimental sales promotion activities in Guangzhou. With coupons bound to physical stores, users participated in the activities and won the coupons, which were required to be activated in physical stores, thereby increasing the physical store sales.
Through influence monitoring, screened out high-value users to enhance the incentive mechanism. Meanwhile, high value users could bring in more new high-value users, with their MGM effect as much as 5 times of the low-value users.
Followers on the WeChat public account reached more than one million, with a high precision of the target users, becoming the largest social account for Chinese chefs;
During the Da Dong live show, 15,368 users applied and filled up their information, and the conversion rate reached 30%;
The brand coverage of cities increased by 1.8 times, with coverage of potential customers grew by 12 times;
Every month, at least 50% of users interacted on the public account, with the effective interaction rate increasing by 2 times;
The MGM effect of high-value users reached as much as 5 times of the low-value users;
Recommendation to users with personalized menu and personalized sampling helps promote sales conversion.