Unilever has launched a feedback programme as part of its social media campaign on Facebook , asking users to be an active part of all brand initiatives taken by them. They have started with their Surf TVC for which they have asked users to give their comments.

Currently the program includes 11 brands such as Walls, PG, Persil, Surf, etc. Users who sign up with this programme will get VIP access to the latest products, discount coupons and also invitations to their events. Users will get a chance to be a part of the process as Unilever offers them previews of all advertising, branding, promotions and marketing. They can express their views on new products by giving first-hand reviews. Users will be rewarded according to the level of participation.

The basic aim of Unilever here is to interact with consumers on all levels. They want their consumers to be engaged with the brand so they can make decisions accordingly. It's an important move by the brand, since consumer choice and feedback is taking front place as the key to most brands' success.

The programme has just made its debut in UK and the next plan of action is to spread the news to all their consumers via email. The Facebook page has already started a buzz with more than 10,000 people having liked it.

- Prerna Arora