With a heritage of 90+ years and 50+ FMCG brands in India, Hindustan Unilever Limited is the largest manufacturer of fast-moving consumer goods across borders. Headquartered in Mumbai, it is a partly-owned subsidiary of Unilever, the Dutch-British MNC.
Client Result Delivered
Higher CTR
Increase In Clicks
A leading global FMCG conglomerate, Hindustan Unilever Limited (HUL) aimed at executing a productive and well-structured online-offline integration campaign. This was designed to be a couponing campaign for a few selected areas in Pune and Delhi. Through this intensive campaign, the action plan was to encourage the target audience to generate coupons online, which would be further redeemable offline. Our professionals began with a rigorous analysis of the brand’s vast offerings and target audience on social media platforms. As a strategic solution, we chose proximity ads on Facebook and Instagram. The approach was to ensure a minimal three km radius as the possibility of the audience travelling far for a product of daily use is remote.
Keeping in purview the wide assortment of HUL products and their varied pricing point, our experts chalked out a digital strategy based on product bifurcation. We decided to split the products between premium and non-premium categories for enhanced and robust targeting of each audience cohort. A mandatory prerequisite was that the coupons had to be generated in the HUL backend system. Thus, the data transfer between social and the HUL backend, and back to the user was our biggest challenge. To counter this, we created two separate landing pages – one targeted their intended areas (Delhi and Pune) and the other for their premium/non-premium product categories. Moreover, our team created product-specific carousel ads which were displayed to the audience basis the premium/non-premium selection. Subsequently, we also leveraged the generated data to strategize a lookalike campaign for improved targeting.
As intended at the inception, the HUL campaign was well-strategized and prolifically executed. As the users arrived on the landing page, our team procured their details and verified their contact numbers. These details were further transferred to the HUL system, which prompted it to generate the coupon. Upon successful completion of the seamless procedure, the users immediately received the coupon via a text message. The campaign garnered 12,548 sessions on the landing page, a 41.83% increase in clicks, 90+% higher CTR and a 79.71% increase in impressions as compared to KPIs traffic objective!