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
Target
YES
Pre-Roll View #1
View 100% of pre-roll
Qualified Users
Now eligible to be part of 1- 3 of the below buckets depending on the behaviors they exhibit NO
Pre-Roll View #2
Pre-Roll View #3
Women 18-49
Control Group
Eos Behavior
Video, RM, & Flash
Spartacus Behavior
Video, RM & Flash
Product
FRQ x16
Line
Variant
VISIBLE CARE
Behavior
GO FRESH
BODY WASH
Qualification
(=100% VTR)
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
75M impressions (video, rich, flash)
20% to Qualify Pool
80% Re-Targeted NO NO
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
YES
YES
YES
Qualified Users
Now eligible to be part of 1- 3 of the below buckets depending on the behaviors they exhibit
VISIBLE CARE
Behavior
Video, RM, & Flash
GO FRESH
Behavior
Video, RM, & Flash
BODY WASH
Behavior
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

7. Approach Generated 21% Audience Gain
1st 100% VTR: %  %
2nd 100% VTR : 57.2%  %
3rd 100% VTR : 34.9%  %
2nd + 3rd VIDEO: % 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)
VISIBLE CARE
Behavior
Video, RM, & Flash
GO FRESH
Behavior
Video, RM, & Flash
BODY WASH
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 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%