Sunlight x Mirrors – Video script
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.
Slight pause,
energetic start
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.
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