Creative Execution

The FMCG category was blocked by Unilever & used in a unique way. Unilever brand’s had a dedicated Microsite on the GDM platform. Digitally profiled audiences were directed to the relevant brand Microsite. Verified consumers could ask for samples to be delivered to them, ensuring a 100% trial rate. Profiled consumers could engage with the brands through special tailor-made content. To drive traffic, we mounted a massive multi-media promotional campaign that reached out to over 50 million consumers. Apart from a comprehensive Digital and traditional media plans, all TVCs of participating Unilever brands were used to cross promote GDM

• 1.5 Lakh targeted samples given away • 200,000 people registered & profiled in 3 weeks • Sampling and Profiling success in 3 weeks = P&G’s rewardme.in transactions till Oct 2014 • 1 day’s sales volume on mela = 1 month of e-commerce transactions for Unilever • 100,000 hours spent online by people • Fastest site to get 5.5 Mn visitors

Product sampling is a very powerful way to generate trial, demonstrate product efficacy and ultimately drive adoption. However the key is to sharp shoot, ensuring that the right product is sampled to the right consumer and at the right time. FMCGs deploy traditional routes to sample brands, like Print, in-store which are often lead to wastage due to inefficient targeting especially for affluent & media savvy urban Indian consumer; who has already moved on to online product research & shopping. Unilever as a part of driving its premiumization agenda was facing a similar challenge with its premium brands like, Lakme, Ponds, Vim Liquid, Comfort, Huggies and PureIt. We zeroed in on Diwali, India’s biggest and most widely celebrated festival. We partnered with Google India, to a launch an online shopping destination - ‘Grand Diwali Mela (GrandDiwaliMela.com), India’s first and largest digital brand carnival inviting over 16 Million affluent consumers.