Advertiser: Unilever (Malaysia) Holdings Sdn Bhd Brand: Unilever Creative Agency: MINDSHARE MALAYSIA Credits: -
Objective & Challenge
Unilever Malaysia, the leading global household goods company, has been implementing its datadriven marketing strategy for the past 5 years. During this period, Unilever collected more than 200K 1stparty PII data (Personal Identifiable Information), prioritizing quick workarounds over longterm design considerations to ensure speed. Ecommerce activation at Unilever is managed by product categories such as beauty & personal care, homecare, nutrition, and ice cream. This siloed approach in audience data activation has resulted in a high rate of duplication, and growth is specific to each category rather than being company wide. The agency’s challenge was to effectively analyze, categorize, and activate Unilever’s 1stparty data within the ecommerce platform, generating demand for crosscategory consumption. The success of the campaign will be measured based on the following criteria: 1. Crosscategory sales improvement. 2. Increase in ROAS (Return on Ad Spend)
Insight & Strategy
To address this challenge, the agency must develop a unified approach for total data activation using the Analyze, Categorize, and Activate framework. Analyze: We evaluated past activations of 1stparty data, particularly in ecommerce campaigns, leading to several key findings: Homecare had a higher ROAS and GMV compared to Food and Beauty, indicating better audience receptiveness. There was a significant duplication (>40%) between category campaigns due to improper exclusion of 1stparty data, resulting in an increased duplication of interest base. Storelevel data showed that audiences in each category browsed other categories within the store, suggesting crossselling opportunities. Categorize: Considering these findings, the agency aimed to refine segments using 1stparty data collected over the years. The audience was segmented into Beauty and Personal Care, Nutrition, Home Care, and Ice Cream based on interactions with brand messages, past ecommerce promotions, and interest profiles. These segments were used to drive purchases and minimize duplication between category campaigns. Exclusive promos and surprise sales messaging were employed, and a twopronged targeting strategy was executed with META to test the hypothesis of using and activating 1stparty data across all categories. Activate: We emphasized the importance of mutual exclusion in ecommerce campaigns, differentiating from Unilever’s usual practice. Testing of the framework was conducted before the Super Brand Day to validate the strategy. During the ecommerce campaign, the four segments were deployed as follows: Lookalike audience served as the main prospecting base to identify converting audiences efficiently. Remarketing audience for each category aimed to increase potential sales within the category through crossselling using 1stparty data. Mutual exclusion was implemented to target new audiences and increase efficiency for each category. The data strategy was tested during the regular ecommerce period, resulting in over 80% increase in ROAS across Shopee and Lazada. The main test of this strategy occurred during the Super Brand Day, aiming to drive sales over a fourday period in July 2022.
Smart Utilization of 1st Party Data: We activated analyzed and categorized 1stparty data within Facebook Collaborative Ads to enhance our audience segments. The Prospecting Audience included interest segments, inmarket status, extended interests, and lookalike audiences from past purchasers. Firstparty PII was used to improve the lookalike audience, and “AddToCart” was the desired action. We excluded recent purchasers to target new customers. We partnered strategically with Asian Parents and Viu to acquire diverse audiences of interest. The Unilever Data team segmented the acquired data based on demographics and interests, revealing surprising transactions in Home Care products beyond mothers or parents, including the Female Malay segment. CrossSell Remarketing involved past purchasers from each category applied to different categories for crossselling promotions. The audience was updated in realtime and enhanced with 1st Party PII. Dropoff and Engager Remarketing targeted live streaming engagers, catalog viewers, and cart abandoners to convert intent into purchases. Before the Super Brand Day, we tested the 1stparty data deployment during the nontentpole period, resulting in an 80% increase in ROAS across Shopee and Lazada. BestinClass Ecommerce Practices included hosting live streaming sessions with exclusive promotions, retargeting nonconverters, and tailoring brand messaging based on 1stparty data collection. Customized messaging extended beyond categoryspecific audiences and included personalization based on previous engagements. Insights from 1st party data helped craft compelling bundle promotions aligned with customer preferences. Micro Moment Optimization involved agile campaign adjustments based on audience and creative performance every 12 hours, coinciding with callout promotions’ refreshment.
Unilever’s online exclusive promo yielded remarkable results, showing significant improvements across various categories. Based on the insights obtained, we observed substantial yearoveryear (YoY) increases in conversion rates. Here are the specific findings and improvements achieved: Nutrition: Conversion rate improved by 300%, with customers purchasing homecare and ice cream products, indicating a strong correlation between categories. Homecare: Conversion rate saw a remarkable 400% improvement, indicating that customers interested in homecare products were likely to purchase items from other categories. Ice Cream: Conversion rate improved by 400%, suggesting that customers buying ice cream were more inclined to explore and purchase products from different categories. Beauty: Conversion rate improved by 70%, showing a positive trend in crossselling as customers interested in beauty products engaged with and purchased from other categories. The overall Return on Advertising Spend (ROAS) increased by an impressive 60% YoY, demonstrating the campaign’s success in generating higher returns on advertising investment and effective crosscategory management. Notably, the campaign delivered significant ROAS improvements across categories, highlighting the effectiveness of crosscategory synergy: Homecare and Beauty and Personal Care (BPC) achieved a remarkable 40% increase in ROAS, showcasing the power of crosscategory marketing. Nutrition and Ice Cream resulted in a notable 30% increase in ROAS, emphasizing the benefits of crosscategory promotion and customer engagement. During the fourday Super Brand Day on Lazada and Shopee platforms, the Gross Merchandise Value (GMV) reached a value equivalent to Unilever’s previous three months’ worth of ecommerce transactions. This exceptional performance underscores the campaign’s impact on online sales. The success of the strategies, including crossselling, improved conversion rates, higher ROAS, and substantial GMV growth, further reinforces Unilever’s online exclusive promo as a tremendous achievement in driving sales and delivering remarkable outcomes.