LONDON (Brand Republic) - Unilever is targeting consumers via the internet by running digital versions of its latest ad campaign for Salon Selective products from May.
Digital versions of TV commercials for the haircare brands, created by the WPP Group’s Chicago office for J Walter Thompson, will be featured on a start-up internet site and run on television concurrently.
The consumer group spends $3.6bn (£2.49bn) advertising its 970 brands and, if the experiment is successful, will target consumers with other brands through popular websites -- Calvin Klein cosmetics and fragrances initially, through in-house agency CRK.
Run by Amicada, New Jersey, the site on which the Salon Selective ads will feature offers full-frame, full-motion video. Consumers will be tempted to watch the ad spots by incentives and promotional prizes.