CRM programmes:
Unilever Dove
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The first broadband campaign in the Netherlands was a CRM programme too: a double first, as part of Dove's move towards a younger audience. I wrote it as an A/B split to research whether broadband users would respond more to images or text.
Separated by days, the programme narrated a 'diary' written by a Dove user, with web forms and invitations to complete an email address at intervals. Further communications to the same user over the week gave personalised responses based on information provided, with the end result being a sample pack.
Split A
Split B
Back to CRM programmes
Back to CRM programmes
The first broadband campaign in the Netherlands was a CRM programme too: a double first, as part of Dove's move towards a younger audience. I wrote it as an A/B split to research whether broadband users would respond more to images or text.
Separated by days, the programme narrated a 'diary' written by a Dove user, with web forms and invitations to complete an email address at intervals. Further communications to the same user over the week gave personalised responses based on information provided, with the end result being a sample pack.
Split A
Split B
Back to CRM programmes