Dentsu electronic store 360i has made its way into the Unilever lineup as the brand-new electronic company for the Ben & Jerry’s brand. The Vermont-based ice-cream company picked 360i– the agency behind the much-celebrated Superbowl Oreo tweet– following a review that started late last year.



Independent PR big Edelman, which supports PR for a variety of Unilever brand names, featuring Dove and Axe, was the incumbent on the electronic business.

Edelman did not immediately reply to a demand for comment. Baseding on Mike Hayes, an electronic advertising and marketing manager at Ben & Jerry’s, Edelman will keep its worldwide electronic company for the brand, yet the future of its international digital company partnerships is “grey.”.

The social-media expertise of 360i was vital to the agency’s gain. “Digital is an increasing a piece of our advertising mix, so we wished to see to it we had the appropriate partner that would certainly collaborate with us to drive the envelope and establish better relationships with our supporters online,” pointed out Mr. Hayes. “360i had proven they are truly at the forefront of a great deal of points in the digital room, specifically social media. We’re seeking somebody to aid bring us to the next level.”.

As the brand’s new digital firm, 360i will certainly function on expanding tales and material on social-media systems during a few months– an approach Mr. Hayes calls tale architectural development. For instance, this year one of the brand name’s essential stories lines up a new Greek frozen-yogurt line with a message about balance of trade.

“We have an interior community administration group,” claimed Mr. Hayes. “We’re trying to find [assistance in] content ideation and tale architectural development, which we didn’t have before.”.

The store will certainly additionally support purchasing mostly on social-media platforms and with screen ads for essential city programs, such as the brand’s 11-market Truck Tour. On the three-year-old tour, the brand replies to consumers’ Twitter requests for Ben & Jerry’s by providing free of cost ice-cream. Mr. Hayes claimed that one of the first tasks the team will certainly work on will certainly be creating out the truck tour to consist of an additional interactive component, though he stated it’s prematurely to talk about the project.

360i obtained regarding $120 hundred in earnings in 2012, baseding on the Ad Age DataCenter.

Alexandra Bruell

April 30, 2013


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