Campaign: Channel Direct Mail Campaign
Client: Unilever ‘Dove Mild’, with associate - Brandcom

Quick Overview
Unilever conducted this direct marketing exercise for Dove Mild, a soft soap targeted at women conscious about skin, banking on the consciousness factor through channel – Doctors (GPs and Dermatologists). The program was chosen for entire GCC market.

Solutions:
Data Direct was responsible for list consultancy, procurement of qualified profiled database for Doctors, mail production & facilitation, response collection, data capturing of responses. The program was made three fold – primary mailing, follow-up mailing, response redemption mailing. The entire program needed to be tagged and the redemption mailing required meticulous coordination for reasons of collation and sheer size to deliver the promised value accurately.

Conclusion
This Direct mail campaign generated a response rate of 14%. This is considered to be highest response till date for any Direct Mail campaign done by Unilever worldwide.