Palmolive in Euro search assault

Colgate-Palmolive is to launch a European search marketing and search optimisation campaign to raise consumer awareness of its new Palmolive deodorant range.

Swiss search marketing agency Agence Virtuelle has been appointed to handle the campaign, which will run in the UK and 13 other European countries, in eight different languages.

Consumers typing in search terms such as “Palmolive deodorant” will be directed to the relevant local Palmolive website – in the UK – for advice and product information. Agence Virtuelle will be working on search-engine optimisation (tweaking the Palmolive sites so that they appear in the top results for natural searches) and also bidding for relevant keywords for sponsored searches.

The success of the campaign – how many consumers are led to visit Palmolive sites – will be assessed using Agence Virtuelle’s proprietary software, which will also measure how well Palmolive’s sites compare with rival brands’.

Ariel Wach, account manager on the Colgate-Palmolive business at Agence Virtuelle, says: “Search-engine marketing and optimisation are not straightforward exercises, especially when executed over a number of countries in a variety of languages.”

Agence Virtuelle has worked on Colgate-Palmolive’s Colgate oral care products since 2003. Other clients include Ebookers, Swiss Tourism and William Hill.

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