Bebo Unveils Unilever As Brand Partner in Personal Care Category

Bebo, the global social media network, has unveiled Unilever as its brand partner in the personal care category for the new interactive web drama, Sofia’s Diary.

The company believes that the partnership will see Unilever’s Sure Girl, the newly-launched range of antiperspirant deodorants for the teenage market, win exposure on the teen-skewing series.

The brand integration will see characters using the product and open up a two-way dialogue with the Bebo audience. The partnership between Bebo and Unilever was brokered by Bebo and the WPP Digital Network’s MindShare Performance and MindShare Interactive.

Claire Gomm, senior brand manager Unilever, said: “The partnership with Sofia’s Diary is ideal for Sure Girl as it allows us to engage in a dialogue with the brand’s core teen audience and make an emotional connection with them that can be far deeper and more resonant than via traditional media spend.”