CONSUMER 360

TitleCONSUMER 360
BrandHINDUSTAN UNILEVER
Product / ServiceHINDUSTAN UNILEVER
CategoryB02. Use of Other Digital Solutions in a Promotional Campaign
EntrantPHD INDIA Mumbai, INDIA
Media Agency 2 PHD INDIA Mumbai, INDIA
Entrant Company PHD INDIA Mumbai, INDIA
Media Agency PHD INDIA Mumbai, INDIA

Credits

Name Company Position
Kshitij Karnad PHD India AVP – Digital & Mobility
Shevaita Handoo PHD India Business Director
Ronnie Thomas PHD India Media Supervisor – Digital & Mobility

Brief Explanation

India with a mobile penetration of over 80%, makes it one of the highest mobile friendly nations globally, second only to China, making it the most accessible medium of communication with an audience reaching even media dark areas in India. The mobile phone clearly became the number one media choice for HUL's mass consumer brands. A handset agnostic IVR based solution was the preferred mode of entry for consumers into the campaigns that were rolled out. We designed our campaigns around the mobile – keeping in mind that the interactions had to be simple and most importantly cost-free for our penny-wise consumers in India. Effectively managing and enriching this data to ensure consumers get the best, the most relevant offers and communication with the most preferred and personalized content is topmost priority – which we believe is a creative way of utilizing of consumer data.

The Brief

India with its huge population is a critical market but with its large native mobile population, it needs to be approached in a unique manner. Hindustan Unilever’s objective is to build 1 Billion Global profiles by 2020 as data driven marketing is now the future. With such a huge opportunity at stake, we needed to devise a strategy to gain dependable and owned consumer profiling data. However, we found that over 95% of users were on pre-paid connections, which gave mobile 2X strength to not just reach but also offer our consumers a value exchange.

Describe the success of the promotion with both client and consumer including some quantifiable results

Profiled 5 % of the total Indian population with over 70 million users profiled for their demographics, buying pattern, competition mapping and opted in to receive additional offers from HUL. 16% volume uplift in engaged consumers and a 2% increase in market share for Sunlight in West Bengal. Sharper targeting helped it gain 80% penetration in the closest competitor, 'Safed's' consumer base within 6 months of the campaign period. Cross promotion for VIM using the collated database helped in increasing sales volumes by 40% and an additional increase of 5.5% among consumers who bought competitor brands. 75% communication sent to consumer database delivered successfully for each campaign. Call traffic was fuelled on Cornetto Durga Pujo contest which resulted to spike by 5% on the days sms promotion was done compared to non-promotion days. 18% volume & 28% value growth, during the promotion for Cornetto with ROMI of 168%.

Explain why the method of promotion was most relevant to the product or service

The objective for the participating brands was to use data intelligently to target promotions & create a value exchange for consumers. Consumers who bought HUL products in the campaign period and the targeted markets had an opportunity to avail the offer. With a toll-free number mentioned on-pack, & a unique code inside product packaging across SKUs, consumers were invited to give a missed call in order to stand a chance to win free mobile minutes. Our interactive platform, guided the caller through a menu of options after verifying the unique code & asked a series of incremental questions about themselves & their shopping habits specific to the brand, and instantly rewarded them with free talk time as per the campaign's requirements. This data is continually used to then re-engage with them by creating relevant cohorts of consumers which allowed us to gather 70 million consumer profiles.