Unilever is targeting retailers and suppliers with a social-media push designed to drive traffic to a trade website for its Wall’s ice cream.
Beginning now, the four-month push will use LinkedIn and Google+ in a bid to reach key decision makers across c-stores and the multiples. Unilever claimed the activity would capture new audiences as more retailers engaged with the Wall’s Ice Shop website by using a targeting system that could adapt and learn about reaching similar audiences.
The company re-launched Wall’s Ice Shop earlier this month. Aimed at the convenience channel, the site has a new look and enables customers to request a visit from the Wall’s field team for bespoke merchandising advice. It also allows retailers to place orders for free Wall’s point-of-sale material.
“By reaching out to retailers via other digital touch-points like social media and online advertising, we can communicate with a previously untapped and very specific demographic with relevant messaging,” said Unilever category executive for impulse ice cream Jamie Mills.
“We anticipate this activity will result in a more engaged relationship with our customers while equipping them with the tools and information needed to help drive sales.”
