Imagine that you’re settled on your couch, deeply engrossed in your favorite show, when an ad flashes across your smart TV. Just then, your phone rings, it’s a friend. You pause your show to chat, but when you hang up and start browsing on your phone, the same ad pops up again. Coincidence? Magic? Not quite. We call it Connected TV (CTV) advertising, where your TV and mobile are cleverly synced through the same internet connection.
The campaign that positioned Unilever as a leader in CTV advertising for its haircare products, was spearheaded by Izhar Khan who serves as Media and Digital Manager at Unilever. Viewers can watch the advertisements on their smart TVs while tuning into their favorite shows on platforms including Zee5, Distro TV, TCL channels, or PLEX.
This isn’t Unilever’s first venture into utilizing technology to engage its audience. The company began its digital transformation journey in 2016 with the launch of its “Connected 4 Growth” program. This initiative aimed to consolidate Unilever’s global IT systems and streamline operations to foster a more agile, responsive, and efficient organization.
Since that time, Unilever has continuously invested in digital technologies and initiatives, with a particular emphasis on data analytics, e-commerce, and sustainability. For Unilever, digital transformation was essential, not optional. To maintain its competitive edge, the company adopted IoT, artificial intelligence, and digital twin technology to streamline production processes and improve data visibility and insights. Utilizing AI, Unilever has successfully forecasted demand, collaborated with consumers to create new brands, and targeted potential customers with precision and effectiveness.
This commitment to leveraging cutting-edge technology extends into their advertising strategies. CTV (Connected TV) advertising represents a significant shift in how Unilever engages with its audience. It opens up a less congested avenue compared to the crowded world of social media and other digital platforms. This approach not only appeals to the tech-savvy but also reaches a wider, more diverse audience. As a result, Unilever is able to increase brand awareness across broader demographics, ensuring that its messages resonate more effectively with consumers everywhere.
Reflecting on the campaign’s overwhelming success, Sheikh Adil Hussain, Director of Marketing for Hair Care at Unilever, stated, “The campaign exceeded our expectations significantly. The Video Through Rate (VTR) achieved through the CTV campaign was 73.14%, which is double that of the industry’s largest video platform.”
CTV uses proprietary household sync technology, ensuring that the ads you see on your TV are echoed on your mobile device. This not only reinforces brand recall but enhances it through strategic timing, displaying the same ad on your mobile in intervals, be it after 30 minutes, 5 minutes, or even a day.
Research suggests this strategy directly impacts your memory and nudges your buying intentions. It’s all about hitting the sweet spot of advertising, where seeing an ad on multiple devices can effectively boost your recall and make you more likely to engage with the brand.
Notably, this isn’t just advertising; it’s a revolution in how brands connect with you, making every ad you see feel personal and incredibly relevant. Unilever’s strategy is clear: engage consumers where they are most comfortable, making every interaction with the brand a memorable one. As you encounter these synchronized ads, whether lounging in front of the TV or scrolling through your phone, take a moment to observe how seamlessly Unilever integrates into your daily routine.
The next time you see a Unilever product on the shelf or online, remember the smart, tailored approach they use to reach you. It’s not just about seeing an a but about experiencing a brand that understands and adapts to the modern consumer’s lifestyle. So, why not let your next purchase be influenced by a brand that’s as forward-thinking as you are?
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Unilever can go to hell along with Israel