Case Study

2 | Slim Fast Case Study

idio powers personalised content marketing to build

strong customer relationships and actionable insight. Our

Integrated Content Marketing platform curates, struc-

tures, delivers and tracks brand content across web-

sites, mobile sites and apps, email, social platforms and

performance ads - building authority for the brand and

mining the interactions for customer intelligence.

A single customer view from CRM, social media

data, and semantic web analytics

Deliver personalised content to build long-term,

measurable relationships

Build a position of authority in your market, on

every channel

In late 2009, we were engaged by Unilever to work with

Slim.Fast as they repositioned themselves as an infl uen-

tial voice in the social media sphere. Working alongside

Tullo Marshall Warren, Unilever’s digital agency, idio’s

platform was deployed to power a personalised lifestyle

magazine that would improve search engine

visibility, site engagement and visitor retention. Among

our objectives were an increase in conversion to product

sign-up, and the publication of higher volumes of rel-

evant and shareable content.

We produced a branded, digital content proposition,

dubbed the “Slim.Fast Magazine”: a collection of brand-

authored content, expert articles, and aggregation from a

select blogger network. With weight loss, fi tness, healthy

eating, and lifestyle content published daily, delivery is

integrated with Unilever’s CRM system to personalize the

content selection for each user. Personalized monthly

emails are then distributed by TMW to registered users

to retain engagement. Visitors are provided with limited

article access and funnelled to registration where Slim.

Fast develops a stronger relationship with the user

around their dieting aims and goals. All content is easily

shareable across major social platforms and integrated

with Facebook OpenGraph, and reader-submitted arti-

cles are encouraged.

What We Delivered

Client Goals

“ ”We got more registrants in three months than the last three years! 55,000 signed up, 90% converting instantly. eCRM

achieved 32% CTR (average 23%).

idio - Integrated Content Marketing

Who we worked with

idio’s Platform was deployed to:

• Aggregate, analyse, and categorize the content from

multiple sources

• Provide automatic and manual moderation control of

all content

• Track all user interactions across all delivery channels

• Power on-site and email content personalisation for

every user

• Create customer preference data for Unilever CRM

• Created Brand Persona and Moderation Guidelines

• Recruit quality bloggers to republish with Slim.Fast

• Developed an elegant delivery interface for web and

mobile

• Integrated idio’s interaction tracking system with Slim.

Fast’s CRM

• Integrated with Slim.Fast’s email delivery system for

email delivery

The project received a prize under Best Data Strategy

category at the Direct Marketing Association Awards.

At the DMA awards, Tullo Marshall Warren reported that

”55,000 signed up, 90% converting instantly. eCRM

achieved 32% CTR (average 23%).”

The number of registrants were doubled from the last

year’s, in just three months. The depth of customer rela-

tionships has increased as customers have been

engaged to return again and again (for 8 minutes at a

time), read the magazine and sign up to the plan.

Length of diet (consumption) is on a steady increase, and

advocacy through social media channels and traffi c from

natural search have increased.

Content publication is much more effi cient, through the

curated content approach, and the regular analytics

reports provided by idio help to inform future brand mar-

keting efforts. The improved customer data allows profi l-

ing by granular content preferences, diet topics, reasons

for dieting, and community engagement.

idio helps multi-channel marketers build strong cus-

tomer relationships and generate actionable customer

intelligence. Our Integrated Content Marketing platform

curates, structures, delivers and tracks brand content

across websites, mobile sites and apps, email, social

platforms and performance ads - building authority for

the brand and mining the interactions for insight.

idio works with clients including Unilever, Diageo,

Associated News, and the NHS. For more information,

please visit www.idioplatform.com.

3 | Slim Fast Case Study

The Platform The Process

The Results

“ ”a great weight loss and lifestyle magazine

for Slim.Fast’s audience