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Unilever explores mobile marketing frontiers with

Ike Suarez | Jan. 13, 2014
Consumer brands giant commissions advertising exchange agency for mobile campaigns in Southeast Asia and India

Unilever, the Anglo-Dutch multinational, is a fast-moving consumer goods (FMCG) giant successfully exploring new marketing frontiers by harnessing mobile platforms to promote its vast range of brands.

This was according to the mobile advertising exchange agency, whose press statement said Unilever is its client and has commissioned it to handle various campaigns across Southeast Asia and India.

Among the campaigns it has handled for Univlever brands are those for Sunsilk Black in Indonesia and Pond's Gold Radiance day cream in India.

Campaign Objectives

The statement said the Sunsilk Black campaign, targeting young Indonesian women, aimed to drive product usage and promote the Sunsilk range of Black products.

On the other hand, objective of the Pond's Gold Radiance campaign was to drive greater engagement in India for this brand by way of mobile platforms.

The statement claimed that the Sunsilk Black generated a 6.9% click through rate (CTR).

This was brought about by a "combination of message simplicity, innovativeness of medium and creativity of the approach," said the statement.

On the other hand, the Pond's Gold Radiance campaign in India generated 1.6 million impressions within seven days.

In this campaign, developed a click-to-expand banner with an embedded video to entice women clicking to find out more about the clip's message.

Venus .mobi uses AudiencPro and AppWrappers as its applications to create and execute for clients its mobile advertising campaigns.

AudiencePro leverages privacy compliant operator subscriber data and user profiling to bring about effective audience targeting for mobile campaigns.

AllWrapper enables the "Once Click" integration of SDks for app developers across advertising, in-app purchases and other digital marketing applications

Unilever is a multinational FCMG company dually listed in London and Rotterdam even as it operates as a single entity to market globally its range of brands.

Founded 2010, focuses its mobile advertising campaigns on emerging markets and has offices in the United States, United Kingdom, South Africa, India, Singapore, Indonesia, Malaysia, and Vietnam.



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