Unilever Slim.Fast direct mail case study

A 2007 campaign for Unilever aimed to generate mass reappraisal of the Slim.Fast brand. The company needed to stimulate consumers to try the soup and buy it and drive traffic to the Slim.Fast website to find out more.

The central element of the campaign was the ‘Happy 365 diary’, which is full of quirky dietary tips, interesting facts and humorous anecdotes, sitting alongside subtle product references and money-off coupons.

The Chemistry Group campaign included a heavy online element, with interactive games on instant messenger, sponsored editorial content and threads for slimming discussion boards.

In the first week, website visitors rose from a weekly average of 15,000 to 63,000 and coupon redemption is currently at 11%.