What's Happening?
Unilever's Vaseline Gluta-Hya Serum Burst Lotion campaign won Gold in Media Programmatic at The Drum Awards. The campaign utilized a full-funnel omnichannel strategy to drive brand lift and footfall conversions
in Bangkok and Northeast Thailand, achieving a 20% sales uplift and 37% faster conversion time. The strategy integrated digital out-of-home (DOOH), over-the-top (OTT), audio, and display ads to create a seamless omnichannel presence, maximizing reach and engagement throughout the consumer journey.
Why It's Important?
The campaign's success underscores the power of a well-executed omnichannel strategy in driving measurable business outcomes. By leveraging multiple channels, Unilever was able to effectively target and engage consumers, resulting in increased brand visibility and sales. This approach sets a new standard for integrating digital and offline channels, demonstrating the potential for programmatic strategies to enhance consumer engagement and market impact. The campaign's results highlight the importance of contextualized advertising in achieving stronger product association and engagement.
