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Ben & Jerry

Unilever brings Ben & Jerry’s consumers into the boardroom

Over the past years, stimulated by the rise of social media, ‘conversational marketing’ techniques have gained tremendous importance. Lots of books have been published on the topic and a large number of companies have rolled-out a program to observe, feed and manage the offline and online conversations.

More and more, companies are trying to unlock the power of brand fans. Unilever Benelux decided to initiate a long term conversation with Ben & Jerry’s fans to leverage this idea. Together with InSites Consulting, Unilever Benelux set-up an online market research community with 225 participants in Belgium and the Netherlands. The community was actively used over the months June, July & August 2010.
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