Why is this work relevant for Creative Data?

Bringing together innovative companies, Unilever Indonesia, Mindshare, Gojek and The Trade Desk, this campaign translated advertising and marketing efforts to physical real-world sales for consumable goods has its challengers. In a campaign to promote Wall’s ice cream products, the client wanted to look beyond proxy metrics such as likes, views and clicks, towards innovative measurement solutions that prove marketing efforts were truly driving sales. In addition, they looked to gain greater insights to better understand their customer. The key objectives for the campaign were to drive conversions, connect digital marketing to real-world sales and close the loop on the customer.

Background

Situation: Unilever Indonesia wanted to deliver campaign success for the client through a campaign to promote Wall’s ice cream products, the client wanted to look beyond proxy metrics such as likes, views and clicks, and innovate measurement solutions that prove marketing efforts were truly driving sales. Brief: In a new campaign to promote Wall’s ice cream products, Unilever wanted to look beyond proxy metrics — like views and clicks — and find innovative measurement solutions to prove that their marketing efforts really drive sales. They also wanted to discover more insights to help them understand their customers better. Objectives: The key objectives for the campaign were to drive conversions, connect digital marketing to real-world sales and close the loop on the customer journey and experience with the client’s products. All while delivering success and ROI for the client.

Describe the Creative idea / data solution (20% of vote)

The client was trying to gain greater understanding of the customer journey and how this linked to marketing activity. The challenge was doing this in a way that would link advertising and marketing campaigns to real-world sales, showing that their marketing investment was translating to actual business results and driving more conversions. The creative component for the campaign was developed to complement the data driven advertising strategic approach. Ultimately the creative approach was grounded in the ability to link a real-world sales to the digital campaign through the sales measurement solution and purchases made through GoMart, and at Alfamart stores via the Gopay mobile wallet. The best part of this measurement integration was that the client was also able to see product performance at the SKU level.

Describe the data driven strategy (30% of vote)

First we accessed our vast library of premium inventory to give us insights into the options for running the campaign – we did this by harnessing the power of programmatic across multiple channels and devices, including OTT. Then we developed a targeting strategy using a combination of the client’s first party data and our third-party platform data to reach our target audience. We then leveraged our market-first partnered collaboration for online and offline sales measurement solution to link digital marketing investment to real-world sale. And finally maximised efficiency of ad spend through in-flight campaign optimisations. The breakthrough moment came when we utilized the ground-breaking market-first online and offline sales measurement solution on The Trade Desk platform, made possible in partnership with Gojek to close the loop on the customer journey. We believe this campaign was able to achieve the ultimate desired outcome – closing the loop of the customer journey.

Describe the creative use of data, or how the data enhanced the creative output (20% of vote)

This strategy delivered incredible results and has provided a new formula and best practice structure for future campaigns for the client. It provided tangible data to show sales conversion from online marketing spend to real-life sales with the bonus of valuable campaign insights, that has helped them to better understand their customer and shape future campaigns on the known customer journey. In addition, to improved conversion rates across multi-channel approach, OTT channel and real-life sales, we were also able to ascertain that first-party data enabled the best performing strategy and accounted for the largest number of conversions. Unilever Indonesia was able to make the connection between their media investment and real-world results, they were also impressed to discover valuable campaign insights, which really helped them understand more of the customer journey.

List the data driven results (30% of vote)

There were clear results from the strategy which include: • Thirty-three (33) times more conversions from a multi-channel campaign to that of a single channel • Compared to other channels, OTT drove more than double the conversions • Alfamart, Indonesia’s second biggest convenience store, saw double the retail sales for these SKUs made via the GoPay mobile wallet during the campaign period We were able to successfully plan and implement the cross-channel campaign for the client, all on a single platform. This was the first time the client was able to link its digital campaign to physical purchases and gain data and insights into their consumer’s activity. This resulted in our client being the first CPG company to leverage the online/offline sales measurement solution and connect spend to real-life business results.