2020/2021 Winners & Shortlists

Background

In a highly competitive market, Unilever debuted Sunlight washing detergent in the Egyptian market in H2 of 2019 for the first time. The product was launched with a unique feel targeting the modern Egyptian woman who is looking beyond squeaky clean clothes. The brand offered a promise of a refreshing scent that lasts up to 7 days as well as the promise of being suitable for sensitive skin. The biggest challenge was knowing how competitive the scene was in terms of the number of competitors as well as the massive spending and frequency on traditional media. Our objective was to establish the newly launched brand and create awareness for the brand name as well as developing the correct association with consumers. In order to achieve this we needed to develop an approach that would allow us to cut through the clutter and create and strong impact.

Describe the strategy

Understanding the behavior of our target audience and analyzing the competition's activity who are very heavily active on offline traditional mediums we realized a golden opportunity for Sunlight on digital. Our target audience makes up over 35% of active social media users a golden opportunity for Sunlight to utilize. We decided to take the unconventional route & utilize digital technology to establish Sunlight. We teamed up with SilverPush to launch Mirrors for the first time in the market by targeting content which is contextually relevant for the brand. Mirrors is designed to identify contents of a video by Faces, objects, logos, emotions and activity. In this case we targeted competitions' logos & celebrities endorsed by the brands & activities/objects related to Sunlight like washing machines, dirty clothes etc. Using Artificial intelligence, Mirrors scans the universe of YouTube & filters out videos that match the context & places our ad accordingly.

Describe the execution

After equipping system to recognize the faces using AI, we were able to collect variety of music videos, Movie clips, TV interviews and TV shows to influence the user by most relevant videos. Ad commercials, product reviews and product comparison videos were fetched by the AI system and ads were served on the targeted videos. Washing machine logos were targeted to complement the campaign strategy and strengthen brand proposition The campaign was executed using a funnel approach Most relevant contextual targeting was identified namely associated celebrities, competition brands, relevant activities and complementary brands. Further videos were classified basis their genre - music, interview, vlog, guide, TV ad etc. Further behavior of the consumer group was studied to amplify the impact. Age 34-45 seemed most responsive while consuming content which had babies/children and mud/sand elements. Campaign was optimized to reach the audience buckets during the most relevant moments.

List the results

Overall, The campaign showed unprecedented results. Ads were seen over 2.3M times on YT with 20.02% completion rate. Users were more engaged with the ad using this contextual targeting compared to regular targeting with 25.89% VR which is 52% higher than generic targeting & CTR 0.71% which is 28% higher than generic targeting. The most performing category was celebrity faces achieving a 32% VR & high response rate at 0.78%. Followed by dirty clothes & activities contributed a watch time of 29% and generated audience interest in the product with a 0.75% CTR. Competitor brand logos helped achieve potential traffic for the ad delivering a 26% VR & 0.70% CTR. During first 1 months of Sunlight's launch it gained 2% market share in a very saturated market. Also Ad Recall Increased by 31.5% & Brand Awareness by 10.3%. Overall Sunlight over achieved the targeted business results by 21%