Unilever has launched a “co-creation” online community to encourage women to engage with its brands.

The community site, called Mindbubble, is aimed at women aged between 25 and 50-years-old who will be invited to collaborate and discuss new products and advertising and marketing projects in exchange for cash remuneration.

The site has been created by planning, research and co-creation agency Face, which has already undertaken pilot testing with brands such as Surf, Comfort, Aquafresh and Boots.

Ana Medeiros, global consumer market insight director of Surf and Skip at Unilever, said the community had proven to be “extremely effective for us and provided both time and cost-savings”.

“The development of Mindbubble is spot-on in terms of helping to creatively and rapidly evolve a new product offering, all the while engaging with and reinforcing our commitment to our target market.” (nma.co.uk)

These ideas are often born from sites such as reviewcentre and other similar feedback/forum sites and it's good to see brands are seeing the potential in engaging and communicating with its audiences in ways that enable input and sharing between all involved.