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‘ Always-On Advertising’ How Unilever Engages Consumers with Targeted Brand Messaging

‘ Always-On Advertising’ How Unilever Engages Consumers with Targeted Brand Messaging. Presented by: Aaron Crandall, Sr. Brand Manager, Unilever Vic Catalfamo, Global Category Lead, CPG, Specific Media. The Challenge. Drive interest and purchase of Dove Body Wash Considerations

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‘ Always-On Advertising’ How Unilever Engages Consumers with Targeted Brand Messaging

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  1. ‘Always-On Advertising’How Unilever Engages Consumers with Targeted Brand Messaging Presented by: Aaron Crandall, Sr. Brand Manager, Unilever Vic Catalfamo, Global Category Lead, CPG, Specific Media

  2. The Challenge • Drive interest and purchase of Dove Body Wash • Considerations • Premium priced product • Competitive marketplace • Efficiency of spend

  3. The Solution • Specific Media’s AoB – ‘Always On Branding’ offering • Gain a qualified brand audience online • Deliver relevant messaging to increase brand favorability, PI and advocacy • Establish ‘always on’ communication outside social media sphere

  4. AoB Approach • Ongoing dialogue with the consumer • Going from episodic (on & off) campaigns to always on communication • Maximize dollars throughout every step of the funnel • Eliminate wasted impressions (non-engaged/non-target audience) • Evolve messaging based on engagement metrics to drive audience down the purchase funnel (from consideration to purchase) • Leverage sophisticated benefits of digital targeting • Utilize multi-media/multi-screen approaches to reach engaged audience at the right time (daypart), place (media type, placement)

  5. Qualifiers Throughout the Funnel  Right Time Relevancy Women 18-49 Control Group Target BODY WASH Behavior Video, RM & Flash GO FRESH Behavior Video, RM, & Flash VISIBLE CARE Behavior Video, RM, & Flash Pre-Roll View #1 View 100% of pre-roll Pre-Roll View #2 View 100% of pre-roll Pre-Roll View #3 View 100% of pre-roll Eos Behavior Video, RM, & Flash Spartacus Behavior Video, RM & Flash NO NO Qualification (=100% VTR) YES YES YES Qualified Users Now eligible to be part of 1- 3 of the below buckets depending on the behaviors they exhibit Product FRQ x16 Product FRQ x16 Product FRQ x16 Line FRQ x16 Line FRQ x16 Line FRQ x16 Variant FRQ x16 Variant FRQ x16 Variant FRQ x16 Re-targeting Multi-formats (behavioral) If a user does not interact with any of the retargeted ads after three months they will be put back into the Control Group

  6. Campaign Creative & Delivery Women 18-49 Control Group BODY WASH Behavior Video, RM & Flash GO FRESH Behavior Video, RM, & Flash VISIBLE CARE Behavior Video, RM, & Flash Pre-Roll View #2 View 100% of pre-roll Pre-Roll View #3 View 100% of pre-roll Pre-Roll View #1 View 100% of pre-roll • 75M impressions(video, rich, flash) • 20% to Qualify Pool • 80% Re-Targeted NO NO YES YES YES Qualified Users Now eligible to be part of 1- 3 of the below buckets depending on the behaviors they exhibit Product FRQ x16 Product FRQ x16 Product FRQ x16 Line FRQ x16 Line FRQ x16 Line FRQ x16 Variant FRQ x16 Variant FRQ x16 Variant FRQ x16 If a user does not interact with any of the retargeted ads after three months they will be put back into the Control Group

  7. Approach Generated 21% Audience Gain 1st Video @ 100% VTR: 77.4%  77.4% 2nd Video @ 100% VTR : 57.2%  13.0% 3rd Video @ 100% VTR : 34.9%  3.4% 2nd + 3rd VIDEO: + 16.4% AUDIENCE REACH Total Engaged Audience: 93.8% A GAIN of 21% from initial 77.4% AUDIENCE

  8. Re-Targeted Video to Qualified Consumer Pool by Target Brand (pre-roll, 100% VTR) GO FRESH Behavior Video, RM, & Flash BODY WASH Behavior Video, RM & Flash VISIBLE CARE Behavior Video, RM, & Flash 78.6% 79.3% 71.7%

  9. Brand Sales and Household Purchases Increased • 33%lift in brand sales • 24%lift in HH purchases: • 56%new buyers • 44%current buyers HomeScan

  10. Summary of Results • Established 1st‘Always-On Branding’ communication network • Increased target audience reach by21% (via video pre-rolls) • Qualified pool of engaged consumers (current + new buyers) • Delivered multi-formats(video, rich, flash) via integrated ad platform • Eliminated wasted impressions • Delivered sales lift of 33%

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