Unilever’s ClearPlan Fertility Monitor was the most advanced method on the market for maximizing a woman’s chances of conception. The problem was that the company’s communications didn’t effectively deliver the attributes of their product to those women and couples who could greatly benefit from it. The website for ClearPlan was failing to entice the target audience, or keep them interested in learning more.
Unilever came to us with three objectives: drive the target audience to the website, create awareness of the product and its benefits and position ClearPlan as the expert educator for couples trying to conceive.
Princeton Partners transformed their product-driven informational website into something much bigger – an online community that was focused entirely on the interests of the target audience: babies and the path to conception. The agency published ClearPlan Success Stories which enabled couples to post pictures of their new babies, recruited 100 couples for the Monitor Diaries, which opened an intimate window on the journey to conceive and recruited doctors and celebrities to publish and discuss the latest in fertility technologies. We also employed e-marketing including banner advertising, SEO, affiliate programs, online publicity, e-newsletters, online surveys and e-sweepstakes to create a buzz online.
This new format and content generated a huge reaction. Unique visitors grew from 5,000 to 60,000 in nine months, time on site doubled to 10 minutes, brand awareness doubled among women trying to conceive and sales increased 247% in the first year. The ClearPlan site jumped from the least-performing to the top-performing site among the 70 websites in the global Unilever network and became a best-practice case study for the company.