AXE BODY SPRAY AI MULTI-SCREEN TARGETING SYSTEM

TitleAXE BODY SPRAY AI MULTI-SCREEN TARGETING SYSTEM
ClientUNILEVER TAIWAN
Product / ServiceAXE BODY SPRAY
CategoryA08. Data Insight
EntrantPHD TAIWAN Taipai, CHINESE TAIPEI
Media PHD TAIWAN Taipai, CHINESE TAIPEI
Idea Creation PHD TAIWAN Taipai, CHINESE TAIPEI
Contributing APPIER TAIWAN Taipei City, CHINESE TAIPEI
Contributing 2 VPON TAIWAN Taipei City, CHINESE TAIPEI

The Campaign

We found that smartphone ownership within our target group, male aged 20 to 30, sits at more than 90% high. In fact, Mobile phone plays a 24/7 indispensable role in their daily working and social lives. And mobile phone has become the primary point of connection and information in their daily life. This segment of male target are also heavy multi-screen users, shifting browsing and searching information between mobile, tablet and pc devices frequently no matter where they are. However, using deodorant/light fragrance is rarely a habit in their daily routine because they care least about it. To convert them to AXE Body Spray, we introduced the “AI Multi-screen Behaviour Targeting System” which enabled us to capture the right time and occasions when “personal image” matters to our target audience. So AXE has a meaningful role in their daily hygiene repertoire. (Source: AC Nielsen MI/LI Taiwan 2015(Jan-Dec). TA:20-39M)

Creative Execution

Leveraging mobile data to screen out potential targets, we served these audience with video and interactive banners and led them to AXE campaign site for further engagement. Following their mobile journey, we tackled relevant micro-moments to feed them tailored message for remarketing. Through the campaign period, July to September, we continued data correction based on our prospects’ real time response leveraging Appier’s proprietary AI Tracking technology. This innovative technology provided micro-degreed analysis of the data pool. Through nuance reading of target’s behavioural profiling, we were able to identify the quality sample with high potential for conversion to AXE Body Spray. Then we expand this audience sample via Look A Like to reach more of the like across screens, increasing target pool by +33%. This multi-screen targeting system allowed more accurate targeting across different devices to capture our audience’s needs for deodorant. Therefore, it greatly minimized media spending wastage.

We achieved excellent performance! We had successfully expanded target audience reach for a 33% increase and CTR spike for a 110% increase. We had acquired 185,403 unique visitors, about 70% of our targeted pool. And we had a significant CPA saving of 36% against market norm! Conversion rate had an impressive 7% jump over market average of 3%. Besides, we successfully sustained value share against strong competition from Nivea. And this investment model also resulted in an impressive double digit positive ROI. Most importantly, we acquired valuable audience data to share with other Unilever brands for future remarketing, which would surely help these brands saving lots of time and cost!

We targeted to our core business segment, men aged 20 to 39, socially active, often on the move multiscreen users. As mobile is almost a 24/7 always on device used by our audience, we adopted “mobile first” strategy, utilizing mobile data including LBS, APP usage, brand preference data for mobile behaviour analysis to help us filter the prospect sample and identify relevant occasions to serve the AXE Body Spray message. We tracked these prospects with mobile ID tracking code across screens for potential conversion opportunities. Then, we served them with interactive banners, leading them to our campaign site for further engagement. Once collecting sufficient unique users, we micro-analyzed their behaviors and calibrated data to identify quality target sample. We fed them education messaging to tackle the micro moment of relevancy to activate need. Appier’s AI empowered technology was then applied for nuance mapping to expand the reach cross-screen for remarketing.

Credits

Name Company Position
Sharon Huang Unilever Marketing Director, Personal Care ( Taiwan / Hong Kong )
Christine Chung Unilever Channel Communication Media Manager
Angela Shaw Unilever Senior Product Manager, Body, Face & Deo
Eva Huang Unilever Assistant Product Manager
Elle Huang PHD Taiwan CEO
Cathy Yang PHD Taiwan General Manager
Bada Liao PHD Taiwan Asst. Planning Manager
Fion Hsu PHD Taiwan Digital Director
Eric Yang PHD Taiwan Planner
Jimmy Li Appier Director
Claire Lin Appier Content Manager
Chien-Feng Hsu Vpon Taiwan Sales Dept. Deputy General Manager
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