Unilever's Helene Curtis Expands Comprehensive Marketing Pact With MSN

Deal-Closer Was Exclusive MSN Ad Effectiveness Research Service Showing That

80 Percent of Campaigns Realized Increase in Ad Awareness



Apr 16, 2001, 01:00 ET from Microsoft Corp.

    REDMOND, Wash., April 16 /PRNewswire/ -- Unilever today announced that its
 Hair Care business has selected the MSN(R) network of Internet services, with
 its 230 million unique users worldwide, to serve as lead Web partner in 2001
 for Helene Curtis, maker of well-known hair-care brands ThermaSilk, Salon
 Selectives and Finesse.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/20000822/MSFTLOGO )
     Unilever cited customized MSN marketing solutions as the key driver behind
 the decision to expand its advertising relationship with MSN. Unilever's
 marketing program on MSN, created in part by J. Walter Thompson's
 digital@jwt/chicago group, will include content integration, an ad
 effectiveness research program, appealing cross-media sponsorships, MSN
 promotions and sampling programs.
     "Working with MSN will not only build awareness with consumers and
 acquisition for our hair-care brands, but also will support our long-term
 objective of building a credible brand relationship with women online," said
 Andrew Gross, vice president of Hair at Unilever. "MSN is at the forefront of
 the online advertising industry and has worked to develop innovative marketing
 solutions centered around our Helene Curtis brand name and our very popular
 Thermasilk, Salon Selectives and Finesse hair-care brands."
     Helene Curtis' marketing program on MSN includes cross-media sponsorship
 with MSNBC, the No. 1 news site on the Web, and NBC's top-rated morning news
 program, "Today," as well as interactive sponsorship on the Microsoft(R)
 WebTV(R) service and premier sponsorship of the Oscar(R) package on the MSN
 Entertainment channel. The program also will include four monthlong consumer
 sweepstakes on MSN WomenCentral.
     Under the extended agreement, Helene Curtis also will supply fun consumer
 content and tools on MSN WomenCentral, where women can explore, learn and
 share online the latest and greatest hair tips. Features including the Hair
 Tip of the Day, content from celebrity stylist Richard Marin, and tools to
 find the hottest haircut matched to face shape and type will give MSN users
 access to the latest hair-care tips and trends, helping them look their best
 every day. This experiential interaction with women has already proven popular
 with members of the beauty media and consumers, largely because it enables all
 women online to access the Helene Curtis persona, a virtual girlfriend and
 hair expert.
     "Advertisers are increasingly seeking out the leading technology and
 services of MSN. By anticipating our customers' needs well before the industry
 does, the MSN Ad Effectiveness Research Program has helped our advertisers
 quantify how MSN affects their key branding measures," said Jed Savage,
 national director for MSN sales. "We're pleased that Unilever recognizes the
 value MSN delivers by understanding its marketing objectives and tailoring a
 comprehensive program that connects it with a highly engaged, targeted online
 audience."
     A primary reason for Helene Curtis' expanded marketing commitment is that
 the MSN Ad Effectiveness Research Program gives advertisers more sophisticated
 methods to gauge success online through key measurements such as ad awareness,
 brand awareness and brand attitude across MSN. Helene Curtis and MSN will
 conduct three ad effectiveness studies to assess the impact of the expanded
 campaign, measuring the effect of the content integration, WebTV service
 sponsorship and cross-media sponsorship. The research will enable
 Helene Curtis to measure increases in brand awareness, purchase intent, and
 consumer acquisition and retention.
     Top-line results of independent studies to date show that online
 advertising builds brand impact. Eighty percent of campaigns studied on MSN
 have generated greater ad awareness, and 50 percent of campaigns have
 generated increased brand awareness. In addition to quantifying a campaign's
 success, the research is evaluated so changes in campaign elements can be
 recommended to enhance its effectiveness. For example, changing the frequency
 of a particularly successful "creative" can help ensure that marketing
 objectives are met.
     Further, the data shows frequency and creatives matter in successful
 online advertising campaigns. Greater exposure to advertisements means a
 greater impact on ad awareness and brand awareness, and therefore increases
 brand attitude. By enabling advertisers to gauge the effectiveness of their
 online ad campaigns, MSN provides its advertisers with valuable information,
 which in turn helps increase their brand equity.
 
     About Unilever
     Unilever is one of the world's largest consumer products companies with
 sales of $52 billion. It produces and markets a wide range of foods, home and
 personal care products. Unilever operates in 88 countries around the globe and
 employs 300,000 people.
     In the United States, Unilever sales were $10 billion in 1999. It employs
 38,000 people and has 104 offices and manufacturing sites in 27 states. Two of
 Unilever's 12 global Business Groups are headquartered in the United States.
 Some of their major products are:
 
     Unilever Home and Personal Care -- North America:  Wisk, "All" and Surf
 laundry detergents; Snuggle and Final Touch fabric softeners; Sunlight dish
 detergents; Lever 2000, Caress, Dove and Shield soaps; Pond's and Vaseline
 skin care products; Pepsodent oral care products; Degree, Suave and Brut
 deodorant and toiletry products; Finesse, Salon Selectives, Suave, ThermaSilk,
 Aqua Net and Rave hair care products; and Calvin Klein, Nautica, Vera Wang and
 Elizabeth Arden cosmetic and fragrance products.
     Foods -- North America:  Lipton teas, soups, recipe products and side
 dishes; Wish-Bone salad dressings; Lawry's seasonings and specialty sauces;
 Imperial, Promise, Country Crock, "I Can't Believe It's Not Butter!," Brummel
 & Brown spreads and sprays; Ragu pasta and pizza sauces; Five Brothers premium
 pasta sauces; Knorr soups, sauces and bouillons; Hellmann's mayonnaise and
 dressings; Skippy peanut butter; Bertolli Olive Oil and Mazola oils;
 Entenmann's, Thomas' and Arnold baked goods; Klondike, Good-Humor, Popsicle,
 Breyers and Ben & Jerry's ice cream products; Gorton's frozen seafood
 products; and Slim-Fast nutritional and health snack products.
     In addition, DiverseyLever, a global professional cleaning business,
 operates in North America, supplying professional cleaning materials and
 services to institutional and industrial markets.
 
     About MSN
     MSN gives consumers a new home on the Internet -- a central place where
 they can get everything they need from the Web and make the most of their time
 online. With more than 230 million visitors per month, the MSN integrated
 network of content and services is the most popular destination on the
 Internet. MSN is available in 33 markets and in 17 languages -- a broader
 global presence than any other network. MSN takes advantage of the
 Microsoft(R) .NET platform to offer leading services, any time, any place and
 on any device, with an integrated and personalized user experience for
 communications, search, shopping, personal finance and entertainment. MSN
 Internet Access and the recently introduced MSN Explorer offer quick, personal
 and exciting ways to get on to and take advantage of the Web. Best-of-breed
 services include the MSN Hotmail(R) Web-based e-mail service, the world's
 largest Web-based e-mail system; MSN Messenger Service, one of the fastest
 growing instant messaging services on the Web; MSN Search, the second most
 popular online search service; MSN Mobile, the customizable wireless
 information service; the award-winning MSN MoneyCentral(TM) online personal
 finance guide; MSN eShop, the one-stop online shopping resource; and MSN
 Custom Web Sites, the easy way to share information on the Web. MSN is located
 on the Web at http://www.msn.com/ .
 
     About Microsoft
     Founded in 1975, Microsoft (Nasdaq:   MSFT) is the worldwide leader in
 software, services and Internet technologies for personal and business
 computing. The company offers a wide range of products and services designed
 to empower people through great software -- any time, any place and on any
 device.
 
     NOTE:  Microsoft, MSN and WebTV are either registered trademarks or
 trademarks of Microsoft Corp. in the United States and/or other countries.
     The names of actual companies and products mentioned herein may be the
 trademarks of their respective owners.
     This agreement pertains to MSN in the United States only.
 
 

SOURCE Microsoft Corp.
    REDMOND, Wash., April 16 /PRNewswire/ -- Unilever today announced that its
 Hair Care business has selected the MSN(R) network of Internet services, with
 its 230 million unique users worldwide, to serve as lead Web partner in 2001
 for Helene Curtis, maker of well-known hair-care brands ThermaSilk, Salon
 Selectives and Finesse.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/20000822/MSFTLOGO )
     Unilever cited customized MSN marketing solutions as the key driver behind
 the decision to expand its advertising relationship with MSN. Unilever's
 marketing program on MSN, created in part by J. Walter Thompson's
 digital@jwt/chicago group, will include content integration, an ad
 effectiveness research program, appealing cross-media sponsorships, MSN
 promotions and sampling programs.
     "Working with MSN will not only build awareness with consumers and
 acquisition for our hair-care brands, but also will support our long-term
 objective of building a credible brand relationship with women online," said
 Andrew Gross, vice president of Hair at Unilever. "MSN is at the forefront of
 the online advertising industry and has worked to develop innovative marketing
 solutions centered around our Helene Curtis brand name and our very popular
 Thermasilk, Salon Selectives and Finesse hair-care brands."
     Helene Curtis' marketing program on MSN includes cross-media sponsorship
 with MSNBC, the No. 1 news site on the Web, and NBC's top-rated morning news
 program, "Today," as well as interactive sponsorship on the Microsoft(R)
 WebTV(R) service and premier sponsorship of the Oscar(R) package on the MSN
 Entertainment channel. The program also will include four monthlong consumer
 sweepstakes on MSN WomenCentral.
     Under the extended agreement, Helene Curtis also will supply fun consumer
 content and tools on MSN WomenCentral, where women can explore, learn and
 share online the latest and greatest hair tips. Features including the Hair
 Tip of the Day, content from celebrity stylist Richard Marin, and tools to
 find the hottest haircut matched to face shape and type will give MSN users
 access to the latest hair-care tips and trends, helping them look their best
 every day. This experiential interaction with women has already proven popular
 with members of the beauty media and consumers, largely because it enables all
 women online to access the Helene Curtis persona, a virtual girlfriend and
 hair expert.
     "Advertisers are increasingly seeking out the leading technology and
 services of MSN. By anticipating our customers' needs well before the industry
 does, the MSN Ad Effectiveness Research Program has helped our advertisers
 quantify how MSN affects their key branding measures," said Jed Savage,
 national director for MSN sales. "We're pleased that Unilever recognizes the
 value MSN delivers by understanding its marketing objectives and tailoring a
 comprehensive program that connects it with a highly engaged, targeted online
 audience."
     A primary reason for Helene Curtis' expanded marketing commitment is that
 the MSN Ad Effectiveness Research Program gives advertisers more sophisticated
 methods to gauge success online through key measurements such as ad awareness,
 brand awareness and brand attitude across MSN. Helene Curtis and MSN will
 conduct three ad effectiveness studies to assess the impact of the expanded
 campaign, measuring the effect of the content integration, WebTV service
 sponsorship and cross-media sponsorship. The research will enable
 Helene Curtis to measure increases in brand awareness, purchase intent, and
 consumer acquisition and retention.
     Top-line results of independent studies to date show that online
 advertising builds brand impact. Eighty percent of campaigns studied on MSN
 have generated greater ad awareness, and 50 percent of campaigns have
 generated increased brand awareness. In addition to quantifying a campaign's
 success, the research is evaluated so changes in campaign elements can be
 recommended to enhance its effectiveness. For example, changing the frequency
 of a particularly successful "creative" can help ensure that marketing
 objectives are met.
     Further, the data shows frequency and creatives matter in successful
 online advertising campaigns. Greater exposure to advertisements means a
 greater impact on ad awareness and brand awareness, and therefore increases
 brand attitude. By enabling advertisers to gauge the effectiveness of their
 online ad campaigns, MSN provides its advertisers with valuable information,
 which in turn helps increase their brand equity.
 
     About Unilever
     Unilever is one of the world's largest consumer products companies with
 sales of $52 billion. It produces and markets a wide range of foods, home and
 personal care products. Unilever operates in 88 countries around the globe and
 employs 300,000 people.
     In the United States, Unilever sales were $10 billion in 1999. It employs
 38,000 people and has 104 offices and manufacturing sites in 27 states. Two of
 Unilever's 12 global Business Groups are headquartered in the United States.
 Some of their major products are:
 
     Unilever Home and Personal Care -- North America:  Wisk, "All" and Surf
 laundry detergents; Snuggle and Final Touch fabric softeners; Sunlight dish
 detergents; Lever 2000, Caress, Dove and Shield soaps; Pond's and Vaseline
 skin care products; Pepsodent oral care products; Degree, Suave and Brut
 deodorant and toiletry products; Finesse, Salon Selectives, Suave, ThermaSilk,
 Aqua Net and Rave hair care products; and Calvin Klein, Nautica, Vera Wang and
 Elizabeth Arden cosmetic and fragrance products.
     Foods -- North America:  Lipton teas, soups, recipe products and side
 dishes; Wish-Bone salad dressings; Lawry's seasonings and specialty sauces;
 Imperial, Promise, Country Crock, "I Can't Believe It's Not Butter!," Brummel
 & Brown spreads and sprays; Ragu pasta and pizza sauces; Five Brothers premium
 pasta sauces; Knorr soups, sauces and bouillons; Hellmann's mayonnaise and
 dressings; Skippy peanut butter; Bertolli Olive Oil and Mazola oils;
 Entenmann's, Thomas' and Arnold baked goods; Klondike, Good-Humor, Popsicle,
 Breyers and Ben & Jerry's ice cream products; Gorton's frozen seafood
 products; and Slim-Fast nutritional and health snack products.
     In addition, DiverseyLever, a global professional cleaning business,
 operates in North America, supplying professional cleaning materials and
 services to institutional and industrial markets.
 
     About MSN
     MSN gives consumers a new home on the Internet -- a central place where
 they can get everything they need from the Web and make the most of their time
 online. With more than 230 million visitors per month, the MSN integrated
 network of content and services is the most popular destination on the
 Internet. MSN is available in 33 markets and in 17 languages -- a broader
 global presence than any other network. MSN takes advantage of the
 Microsoft(R) .NET platform to offer leading services, any time, any place and
 on any device, with an integrated and personalized user experience for
 communications, search, shopping, personal finance and entertainment. MSN
 Internet Access and the recently introduced MSN Explorer offer quick, personal
 and exciting ways to get on to and take advantage of the Web. Best-of-breed
 services include the MSN Hotmail(R) Web-based e-mail service, the world's
 largest Web-based e-mail system; MSN Messenger Service, one of the fastest
 growing instant messaging services on the Web; MSN Search, the second most
 popular online search service; MSN Mobile, the customizable wireless
 information service; the award-winning MSN MoneyCentral(TM) online personal
 finance guide; MSN eShop, the one-stop online shopping resource; and MSN
 Custom Web Sites, the easy way to share information on the Web. MSN is located
 on the Web at http://www.msn.com/ .
 
     About Microsoft
     Founded in 1975, Microsoft (Nasdaq:   MSFT) is the worldwide leader in
 software, services and Internet technologies for personal and business
 computing. The company offers a wide range of products and services designed
 to empower people through great software -- any time, any place and on any
 device.
 
     NOTE:  Microsoft, MSN and WebTV are either registered trademarks or
 trademarks of Microsoft Corp. in the United States and/or other countries.
     The names of actual companies and products mentioned herein may be the
 trademarks of their respective owners.
     This agreement pertains to MSN in the United States only.
 
 SOURCE  Microsoft Corp.

RELATED LINKS

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