Unilever - Creating a CRM Alliance

Purpose
’Hygiene for Health’ was a European Cause Related Marketing initiative designed for Unilever and the Red Cross. Its aim was to associate the benefits of Domestos with protector perception of the Red Cross so that consumers would be inclined to purchase Domestos in order to make a donation to the Red Cross.

Approach
As a key broker in the negotiations, presentations were made to both parties and the campaign was accepted as a good opportunity for both organisations. To get the alliance off the ground, the Cause Related Marketing campaign included a trade and business campaign targeted at retailers and wholesalers to encourage them to stock up with the CRM products. This was supported by literature, events and employee incentives.

Result
Following the Alliance activity, research showed that 85% of consumers questioned were more sympathetic to the two organisations.