‘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

ProductFRQ x16

LineFRQ x16

VariantFRQ x16

ProductFRQ x16

LineFRQ x16

VariantFRQ x16

ProductFRQ x16

LineFRQ x16

VariantFRQ 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

ProductFRQ x16

LineFRQ x16

VariantFRQ x16

ProductFRQ x16

LineFRQ x16

VariantFRQ x16

ProductFRQ x16

LineFRQ x16

VariantFRQ 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 Poolby 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%