Unilever advanced to the final of Aller Best Q2

- "The key to creating business value for the customer is to build long-term strategies based on insight and at the same time think outside the box," says account manager Linn Aukland, who worked closely with the customer and media agency Mindshare on this campaign.

- We created a total solution that we divided into two parts "spring" and "fall". As an ambassador for the toothpaste, we chose influencer Vibeke Klemetsen, who is well known to Aller Media's readers and has a strong position as a health and yoga expert in Norway. Aller Concept Store made four videos with her and produced three different articles where Vibeke and a dentist were used as sources in the content story.

The challenges:

How to stand out in the crowd of toothpaste/mouth hygiene communication?

How to specifically target the Norwegian market?

How to communicate to women aged 25-55?

How to increase market share?

- The ambitious goal for the last challenge was to increase by 18 percent by the end of 2019. They managed to do just that! Even before the campaign was finished, their market share had increased by 20 percent and sales by 7 percent, and by the end of the year and the end of the campaign, they ended up with a sales increase of 8.5 percent. "It's a magical result to achieve in such a difficult market with so much competition," says Linn Aukland, Customer Manager at Aller.

- "We needed to show that Zendium is not only effective, but stands out by working in harmony with the natural processes of the mouth," says Martin Delin of Unilever.

Together with Mindshare, we identified two core trends that became the starting point for our communication:

1. Superfoods and holistic health.

2. Prevention by strengthening the body's own immune system, not just repairing damage.

We found what we needed in the close collaboration with Aller Media and Vibeke Klemetsen. The content was distributed on KK to reach women, Lommelegen to specifically target health topics and Dagbladet to reach the general market, so the power of Aller was well utilized. The results were fantastic, as the articles received a total of 172,000 page views, far higher than expected traffic. The mix consisted of distribution on Aller's Facebook and SOME channels and selected websites that reached the customer's target group. This resulted in high quality traffic to the articles, and the time spent is far above average.

- These would have been very good figures if these were editorial articles, says Roy Jespersen, Senior Insight Advisor at Aller Media.2,691 hours (112 days) were spent by our readers on Zendium's content, which corresponds to almost 161,460 toothbrushes (average per toothbrush is 45-70 seconds and that's a lot of toothbrushes:-)

The content was also adapted and distributed on Aller Media's Instagram and Facebook channels. The videos we produced received a total of 364 hours of viewing time at a high completion rate, and generated high engagement on social media. The content with the videos by Vibeke Klemetsen was also distributed on her and Zendium's own social media platforms to provide 360-degree storytelling.

You can see the articles here

12 things you didn't know about your teeth

Cavities, bad breath and yellow teeth: How to prevent the common ailments

Vibeke Klemetsen reveals what she never does before training - and why

- The fact that we manage to smash the target before the campaign is over and at the same time create visible sales growth in such a tough market is absolutely fantastic. In addition, together with the customer and media agency, we established a dedicated spokesperson and source in the cases that Zendium wants to continue to use in its marketing in 2020. It's pretty cool," says Linn Aukland, Account Manager at Aller.

- The campaign and media collaboration with Aller over an entire year has proven the power of working closely with customers and media from strategy to live campaign. It has also demonstrated the value of relevant and credible content as a means of creating impact. We are incredibly pleased with the commitment Aller has shown in this campaign over a long period of time, and the customer is so pleased with the result that Norway is being held up as an example globally of the work done at Zendium in 2019. The result shows that we have hit the target group with content that responds to the customer's challenges and barriers, and that creates sales, and we look forward to the continuation in 2020, says Henriette Skådinn in Mindshare.