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.


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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here