Get Closer with Real-time Insights

By Mindshare Regional, Singapore, Singapore

For Unilever Brand CloseUp

Highly Commended in category Data Driven Insights

WPPED Cream
WPPED Cream
WPPED Cream
Project Description
Younger generations’ hope and anxiety to connect and get closer have increased with access to technology, gadgets and digital tools making for a celebration like Valentine’s day a moment of great anticipation to get closer with a loved one. CloseUp wanted to leverage and own the season to increase brand awareness through inspiring their audiences to get closer.
Naturally they are using technology to search for answers… So we asked ourselves how could we help young people with ideas, tips and “moves” to approach a loved one and make the most out of this moment.
Agency Solution
We tapped into search data, to discover how consumers across markets were constantly searching for ways to get closer to someone special.
We found for example, that searches on how-to kiss are the Top 2 how-to search globally, whilst other how-to searches like how-to date, how to approach a girl, just to mention a few, were also relevant. And we were sure that this was even more relevant with Valentine’s day looming.
The strategy was simple: if we provide contextually relevant and inspirational tips to impress that special someone on Valentine’s Day and be a relevant part of the consumers’ lives in Brazil, South Africa, Indonesia, Vietnam, Philippines and India – Closeup will become the brand that stands for closeness and helps consumers get confidence to get close.
Our consumer has already done 364 days of hard work for that special someone they have in mind. Now we will give them a few bitesize Closeup moves to help them step up their game on Valentine’s Day.
We leveraged keyword search data to build 4 key themes related to closeness.
Starting from these 4 themes, we used technology to match consumer intent with real time delivery of data driven creative and relevant assets when consumer is most receptive. YouTube Vogon technology helped us solve this problem and deliver at scale. And we supported this with open web video through programmatic and social amplification.
We created 4 base creatives in a six second bumper video format. We matched the 4 base creatives to different keyword groups in each theme leading to 68 starting creatives to launch the campaign and prepared to served them when activated on hundreds of different keywords being searched by our target.
As the campaign progressed the data insights would allow us to double the number of videos deployed at the start.
During Valentine’s Day week, we set-up a full 9-screen media command centre where media spends at scale could be monitored on our programmatic and social tools through different markets, as well as get insights from social listening tools.
We presented on the screens:
• Programmatic and social media buying screens where we monitored and optimized media activity,
• Data from live campaign performance where we saw which keywords were being activated by live consumer searches,
• Media verification screen, where we monitored ad fraud and viewability through the different inventories and markets,
• Social listening data by Unilever’s PDC team on Twitter and Instagram we used to gauge relevant conversation topics that were surfacing in the different markets,
• And as a first in the world, we used Google’s machine learning solution Cloud Vision API data and visual insights from over 7,760 images analyzed real-time across more than 66,000 descriptors across platforms in six markets.
This cross-platform insight setup led us to an enhanced understanding of consumer intent needs and helped the team unearth new relevant moments in real-time.
We got closer with the client, PDC, and publisher platforms on the loop where vibrant activity of media coordination through six markets with different languages and culture begun to boil up as the Valentine day conversation increased during the days leading up to February the 14th.
Through looking at data and developing insights throughout the campaign, we generated several more versions of video asset. Based on social chatter and new search trends, we developed new ad copies on-the-fly - a total of 132 versions at the end of the campaign from our initial 68 versions.
Please rotate your device
to portrait orientation