How fans become future shapers of an ice-cream brand

Date of publication: November 18, 2010

Abstract:

Stimulated by the rise of social media, 'conversational marketing' techniques have gained tremendous importance - a paradigm shift in the way we think about marketing and marketing communications. The empowered consumer now has the power to market a product or brand partly. Smart companies listen to what people say and take action. Those fans will spread the word about a brand or product with enthusiasm and passion. Unilever, as a FMCG company, has undertaken several initiatives to integrate the concepts of word-of-mouth and word-of-mouse into marketing strategies.

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