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La jugada maestra de Unilever en su estrategia de marketing interactivo

Redacción Send an email 26 septiembre, 2024
1.751 37 2 minutos de lectura

En solo un año, las campañas de Qualifio lanzadas por las marcas de Unilever
en los Países Bajos, Bélgica y España han logrado 472,000 participaciones
totales, 181,000 participantes únicos y una tasa de opt-in para newsletters y
comunicaciones del 48%.
● Entre las campañas destacadas se encuentran las de Hellmann’s, The
Vegetarian Butcher, Lipton, Maizena y Dove.
Madrid, 26 de septiembre de 2024 – En un mundo cada vez más abarrotado de
contenidos digitales, Unilever, una de las más destacadas compañías de bienes de
consumo de rápida rotación (FMCG) a nivel global, ha adoptado la plataforma Qualifio
para impulsar sus esfuerzos de recopilación de datos y engagement en Europa, y así
conectar eficazmente con su audiencia gracias a la gamificación.
El reto era alcanzar a su audiencia objetivo en un panorama digital abarrotado y
Unilever ha optado por una estrategia basada en la recopilación de datos first-party y
zero-party, obteniendo información directamente de los consumidores de manera
voluntaria. Este enfoque ha permitido a la compañía construir una base de datos
sólida, fundamentada en el consentimiento, que enriquece el entendimiento sobre los
intereses y preferencias individuales de los consumidores.
Los resultados hablan por sí mismos. En solo un año, las campañas de Qualifio
lanzadas por las marcas de Unilever en los Países Bajos, Bélgica y España lograron
472,000 participaciones totales, 181,000 participantes únicos y una tasa de opt-in
para newsletters y comunicaciones del 48%. Estos resultados subrayan la
efectividad de las campañas interactivas en captar la atención y fomentar el
engagement de los consumidores, mostrando que una estrategia bien ejecutada
puede superar los desafíos del panorama digital actual.
“Cuando empezamos a usar Qualifio, nos centramos en recopilar datos y leads. Ahora,
usamos la plataforma con otros objetivos más allá de la simple recopilación de datos.
Muchos de los formatos de Qualifio son ideales para crear campañas que albergamos
en nuestra página web, destinadas a generar engagement y a aumentar la presencia
de nuestras marcas y productos”, explica Berenice Martell, IT Innovation Manager de
Unilever.
La era de la gamificación y el data
El uso de Qualifio ha permitido a Unilever alcanzar tres objetivos principales: identificar
individuos en su audiencia recopilando sus datos personales, generar interacciones y
potenciar la presencia de sus marcas, y convertir a los miembros de su audiencia en
consumidores.
Para lograr estos objetivos, Unilever lanza campañas de recopilación de datos y
engagement utilizando más de 50 formatos interactivos de Qualifio, que incluyen
juegos, quizzes y concursos. Este enfoque ofrece experiencias valiosas y entretenidas

a la audiencia, mientras que las marcas recopilan información clave sobre los
intereses y preferencias de los consumidores.
Entre las campañas destacadas se encuentran las de Hellmann’s y The Vegetarian
Butcher, que crearon un juego en el que los participantes capturaban productos con
un trineo, recolectando información de identificación y datos de segmentación sobre
recetas de interés.
Lipton lanzó un juego de memoria para el verano, promocionando nuevos productos y
obteniendo 17,000 participantes en solo dos semanas. Maizena organizó un concurso
que atrajo a 52,900 participantes, quienes compartieron sus datos de identificación y
preferencias de cocina. Por su parte, Dove ofreció a los participantes convertirse en
probadores de productos, obteniendo 19,000 participaciones.
A través del uso de la plataforma Qualifio, la empresa ha logrado no solo captar la
atención de su audiencia, sino también construir relaciones sólidas y personalizadas
que promueven la lealtad y el engagement a largo plazo gracias al marketing
interactivo. Estos casos ejemplifican cómo la innovación y la adaptación a las nuevas
tecnologías pueden llevar a resultados sobresalientes en el competitivo mundo del
marketing digital.
En cuestión de un año, las marcas de Unilever han lanzado en los mercados holandés,
belga y español 70 campañas de marketing interactivo con Qualifio, consiguiendo unos
resultados extraordinarios, y por ello, Qualifio ha publicado el caso de éxito explicando
cómo las marcas de Unilever aprovechan su plataforma al máximo para alcanzar sus
objetivos de marketing.

Etiquetas
Redacción Send an email 26 septiembre, 2024
1.751 37 2 minutos de lectura

Redacción

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