Case study: Unilever Magnum | Agency: Google AdWords | Sector: FMCG | Format: Search
Unilever is one of the world’s leading consumer goods companies, with annual sales in the UK of over £2bn. In 2005, Unilever was one of the UK’s biggest advertisers. Amongst its portfolio of food brands is Magnum, launched in 1990 and now the UK’s number one handheld ice cream brand, worth over £80million*.
Unilever has an integrated marketing strategy across all of its top brands, including both online and offline media. However, Magnum was the first Unilever brand to run a search marketing campaign. As Kate Driver (Magnum Account Manager at media agency Mindshare) explains, “Unilever used Google AdWords for the first time for the launch of their new range Magnum 5 Senses in 2005. It was used in conjunction with other online and offline media.”