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Best Email Newsletter for Marketing Purposes:
Becel Margarine's Heart Healthy Living
Brand/Client Side Team:
Amber Dureau, Unilever Canada
Ariad Custom Communications
MarketingSherpa Summary - Why They Won:
It's not remotely easy for consumer packaged good companies to get shoppers so excited about a newsletter that they'll continue to open, read, and click for six years and running. Let's face it, do you really need a monthly newsletter from a tub of margarine?
Well, yes indeed, it turns out if the content is compelling enough, you certainly do. And tens of thousands of Canadian women agree with us.
From Their Nomination Form:
Heart Healthy Living (HHL) is a monthly eNewsletter program, produced for Becel margarine, a Unilever Canada brand. Since its launch in 2000, this program has become an integral part of Becel's marketing communications strategy. HHL targets Canadian women, ages 35 to 65. The majority of subscribers have an avid interest in heart health -- either because they or a family member is dealing with a heart-related medical condition or because they want to take positive steps towards leading a heart healthy lifestyle. This 'heart healthy lifestyle' positioning is key to the Becel brand and is the focal point of a multifaceted marketing communications campaign geared toward consumers and healthcare professionals.
The main objective is to educate consumers so they will be active participants of a heart-healthy lifestyle with Becel margarine as a key ingredient. The marketing objectives of the program are to: Reinforce the Becel brand positioning; Support and promote national campaigns throughout the year; Encourage product trial and purchase; Drive traffic to the Becel Website; Increase exposure to the Becel brand through pass-along activity. Communication objectives are to: Provide information and advice on the three pillars of a heart healthy lifestyle (nutrition, regular exercise and stress management); Act as the most frequent and consistent consumer touchpoint for the brand with regular, relevant information with a high perceived value; Engage consumers in a dialogue through use of interactive features.
Sorry, the judges promised this winner that we would keep their results private. However, be assured that we have seen all the data - and were thoroughly impressed!