Unilever is the latest brand owner to embrace the blogging community with a new TV and online campaign for Impulse fragrance Why Not? featuring a YouTube fashion blogger who, the company insists, embodies the brand personality perfectly.
For the campaign, devised by TMW Unlimited, Leanne Lim-Walker embarks on a ‘Week of Why Not’, which sees her take on a series of challenges over the course of seven days.
According to the blurb: “Each [challenge is] designed to help her discover new experiences and embrace spontaneity, from meringue making and learning to skateboard to trying her hand at playing the ukulele.” Quite how this links to the fragrance, no doubt only the target audience will be able to tell you.
The campaign centres on a TV ad featuring teaser clips from the video and will run across the Bauer TV network on 4Music, MTV, Kiss, Kerrang, Heat and The Box this week.
Lim-Walker’s film will also run on a dedicated online hub. Once inspired by Lim-Walker, fans can also visit the hub for their chance to live life on Impulse with weekly activities, such as a holiday with friends and VIP Zoo Sleepover, entered through a prize draw.
Impulse assistant brand manager Yasmin Tavassoly-Marsh said: “We wanted to inspire our audience to make the most of life, to be spontaneous and take on challenges. Working with Leanne has helped us really encourage our audience to Live Life on Impulse.”
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