Unilever and Barry M give handbags to fans

Unilever-owned brand Impulse has joined forces with cosmetics brand Barry M to launch a social-media led campaign in a bid to engage with their target audience of 16-24 year-olds.

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The brands will harness Facebook and Barry M’s mobile app to launch a location-based marketing campaign next month to promote an on-pack promotion between the two brands.

Impulse and Barry M will place handbags at locations across the UK and using GPS technology on the social network and the app will direct users to the bags, which will include products from the brands.

Photographs of the competition will be uploaded to Impulse’s Facebook page, which has about 70,000 fans.

Emily Turner, Impulse brand manager, says social media and mobile are becoming increasingly significant to the brand. “We see them both as must-have channels going forward. It’s important we’re not just switching stuff on but engaging with our audience. If this proves successful, if our key KPIs are met, we will definitely consider running something similar again.”

Location-based marketing and apps, recently called the “holy grail” by WPP chief executive Sir Martin Sorrell, are increasingly being used by brands. Last year Jimmy Choo used Foursquare to launch a treasure-style shoe hunt, which saw more than 4,000 people participating.

The campaign, created by Mindshare, will also be supported by in-store, poster and paid-for digital advertising.

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