‘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• Premium priced product• Competitive marketplace• Efficiency of spend

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

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)

Qualifiers Throughout the Funnel Right Time Relevancy

If a user does not interact with any of the retargeted ads after three months they will be put back into the Control Group

YESYES

Pre-Roll View #1View 100% of pre-roll

Qualified UsersNow eligible to be part of 1- 3 of the below buckets depending on the behaviors they exhibit

NO

YES

Pre-Roll View #2View 100% of pre-roll

Pre-Roll View #3View 100% of pre-roll

NO

Women 18-49Control Group

Eos Behavior Video, RM, & Flash

Spartacus BehaviorVideo, RM & Flash

Product

FRQ x16

Line

FRQ x16

Variant

FRQ x16

Product

FRQ x16

Line

FRQ x16

Variant

FRQ x16

Product

FRQ x16

Line

FRQ x16

Variant

FRQ x16

VISIBLE CAREBehavior

Video, RM, & Flash

GO FRESHBehavior

Video, RM, & Flash

BODY WASHBehavior

Video, RM & Flash

Qualification(=100% VTR)

Re-targetingMulti-formats(behavioral)

Target

Campaign Creative & Delivery

YESYES

Pre-Roll View #1View 100% of pre-roll

Qualified UsersNow eligible to be part of 1- 3 of the below buckets depending on the behaviors they exhibit

NO

YES

Pre-Roll View #2View 100% of pre-roll

Pre-Roll View #3View 100% of pre-roll

NO

Women 18-49Control Group

VISIBLE CAREBehavior

Video, RM, & Flash

GO FRESHBehavior

Video, RM, & Flash

BODY WASHBehavior

Video, RM & Flash

Product

FRQ x16

Line

FRQ x16

Variant

FRQ x16

Product

FRQ x16

Line

FRQ x16

Variant

FRQ x16

Product

FRQ x16

Line

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

75M impressions(video, rich, flash)

• 20% to Qualify Pool

• 80% Re-Targeted

Approach Generated 21% Audience Gain

Qualified Consumer Pool

1st Video 2nd Video

3rd Video Non-engaged

+ 21% AU-DIENCE 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

Re-Targeted Video to Qualified Consumer Pool

by Target Brand (pre-roll, 100% VTR)

VISIBLE CAREBehavior

Video, RM, & Flash

GO FRESHBehavior

Video, RM, & Flash

BODY WASHBehavior

Video, RM & Flash

78.6% 79.3% 71.7%

Brand Sales and Household Purchases Increased

• 33% lift in brand sales

• 24% lift in HH purchases:

• 56% new buyers

• 44% current buyers

HomeScan

Summary of Results

• Established 1st ‘Always-On Branding’ communication network

• Increased target audience reach by 21% (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%