Case Study

Slim-Fast

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.

“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%).”

Working alongside Tullo Marshall Warren, Unilever’s digital agency, idio’s platform was deployed to

power a personalized lifestyle magazine that would improve 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.

02 / Client goals

Contextual Customer Intelligence

idio builds a real-time context about every individual, based on their content consumption and creation across multiple channels.

Content Personalization & Optimization

idio personalizes content marketing across multiple channels to drive increased engagement and conversion.

idio is a real-time decisioning platform for dynamic content. It integrates with your delivery channels to personalize emails, websites, mobile apps, social apps and advertising, and it integrates with your CRM process to use existing

01 / Introduction

Making Marketing Meaningful idioplatform.com 2

121 %Increase in time-on-site

“The email your customer receives at 6.00pm can be

personalized based on what they tweeted at

5.55pm!”

data and models, and return detailed customer profiles and streamed updates about taste and behaviour. Simply put, it adds a layer of intelligence to your marketing operating system.

We produced a branded, digital content proposition, dubbed the “Slim-Fast Magazine”: a collection of brand-authored content, expert articles, and aggregation from a select blogger network.

With weight loss, fitness, healthy eating, and lifestyle content published daily, delivery is integrated with

Unilever’s CRM system to personalize the content selection for each user. Personalized monthly emails are then distributed by TMW to registered users to retain engagement. Visitors are provided with limited article access and funnelled to registration where Slim-Fast develops a stronger relationship with the user

around their dieting aims and goals. All content is easily shareable across major social platforms and integrated with Facebook OpenGraph, and reader-submitted articles are encouraged.

03 / What we delivered

Making Marketing Meaningful idioplatform.com 3

04 / The results

The project received a prize under Best Data Strategy category at the Direct Marketing Association Awards. At the DMA awards, Tullo Marshall Warren reported that ”55,000 signed up, 90% converting instantly. eCRM achieved 32% CTR (average 23%).”

The number of registrants were doubled from last years’ in just three months. The depth of customer

relationships has increased as customers have been engaged to return again and again (for eight minutes at a time), read the magazine and signed up to the plan. Length of diet (consumption) is on a steady increase, and advocacy through social media channels and traffic from natural search have increased.

Content publication is much more efficient through the curated content approach, and the regular analytics reports provided by idio help to inform future brand marketing efforts. The improved customer data allows profiling by granular content preferences, diet topics, reasons for dieting and community engagement.

“The number of registrants were

doubled from last years’ in just

three months.”

London Office: idio Ltd, The Battleship Building, 179 Harrow Road, London, W2 6NB

idioplatform.comsales@idioplatform.com+44 207 369 8223

We worked with

idio helps multi-channel marketers build strong customer relationships and generate actionable customer insight, using personalized content.

Our platform curates, structures, delivers and measures brand content across websites, mobile sites and apps, email, social platforms and performance ads - building authority for the brand and mining the interactions for insight.

idio works with clients including Unilever, Diageo, Associated News, and the NHS. For more information, please visit www.idioplatform.com.