Sunlight x Mirrors – Video script

Sunlight x Mirrors – Video script

  04:00    Silver Push

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Energetic start

Unilever recently launched Sunlight, a leading brand of laundry soap sold globally, in Egypt. With the promise of a refreshing scent that lasts up to 7 days.

However, Sunlight was a late entrant in the market, where laundry soap is a highly mature and competitive category. Resulting in intense competition from pre-established local brands, that were heavily advertising on traditional media.

Sunlight found Digital media to be a highly relevant yet underutilized channel for advertising laundry soaps in Egypt.

With nearly 35% of Sunlight’s target audience present on social platforms, Sunlight chose YouTube to create brand awareness within the modern Egyptian woman, seeking more than just clean clothes from her soap. 

Slight pause, energetic start

The central idea was to not only reach the most relevant audience, but also reach at a moment they were most likely to engage.

However, advertising campaigns on YouTube are deployed only basis past searches and keyword mapping, resulting in random ad placements, and ad waste.

Hence, Sunlight turned to a contextual advertising strategy, which could go beyond demographics and affinities, to effectively reach the target audience creating higher engagement.

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This is where MIRRORS by SilverPush brings in the magic touch of artificial intelligence. 

MIRRORS, the world’s first in-video context detection platform, uses deep learning to identify scenes, logos, faces, objects and actions in a streaming video, to serve ads only against contextually relevant videos.

Mirrors targeted videos featuring celebrities (pause), competing brands (pause), allied products (pause), and actions.

Sunlight precisely aligned brand communication with this content, enhancing customer experience and engagement in the moment.

Mirrors further optimized the campaign for most responsive audience buckets.

Slight pause, energetic start

The campaign showed unprecedented results, with overall 2.3M views, 52% higher view rates and 28% higher click through rates compared to generic targeting.

Real-time optimization for audience buckets created significant results for contexts like celebrity faces, mud and dirt, competition, and complementary products.

Beyond outreach, the campaign helped Sunlight gain 2% market share in a highly saturated market in its first month.

Ad Recall Increased by 31.5% & Brand Awareness by 10.3%. Overall Sunlight over achieved the targeted business results by 21%, marking a huge success.