Unilever has made history in Pakistan by pioneering the country’s inaugural Connected TV (CTV) campaign, showcasing its popular hair care products such as TRESemmé, Dove, Lifebuoy Shampoo, and Sunsilk. This innovative initiative harnesses CTV, a rapidly growing advertising medium globally, to access a broader audience.
With the rising prevalence of smart TVs, CTV advertising is poised to flourish in Pakistan, already boasting 2.5 million users. This groundbreaking campaign aims to maximize brand engagement and channel traffic towards the brand’s website or e-commerce platform.
The campaign strategically places video ads on Connected TVs, synchronizing them with mobile devices within the household where the ad airs. This approach ensures comprehensive household targeting, enhancing brand recall and prompting user interaction.
Powered by advergic.com, the campaign integrates mobile ads at varying intervals—30 minutes, 5 minutes, 1 hour, 24 hours, or 10 days—post the CTV ad, amplifying overall campaign impact.
The primary objective was to bolster brand visibility on large screens while steering users towards the brand’s online presence, particularly targeting modern consumers through their mobile devices.
The strategy delivered impressive results, including high video-through rates (VTR) of 73.14%, double that of industry benchmarks, as highlighted by Sheikh Adil Hussain, Unilever’s Marketing Director for Hair Care.
Featuring creative ads for Dove’s damage-repairing qualities, TRESemmé’s long-lasting frizz control, Sunsilk’s strength-enhancing natural ingredients, and Lifebuoy’s shine benefits, the campaign stands out in Pakistan’s advertising landscape.
Unilever’s pioneering effort not only achieved significant milestones in brand awareness and engagement but also underscored the efficacy of combining CTV with mobile advertising.
This campaign serves as a benchmark for future advertising endeavors in Pakistan, illustrating the potential of CTV to drive innovation and growth in the industry.
By leveraging CTV, Unilever has not only demonstrated its commitment to innovation but also its adeptness at connecting with contemporary consumers effectively, setting a precedent for brands to follow in utilizing this burgeoning advertising platform.