HUL
Turning digital interest into
store-level traction.
A coupon campaign sounds simple until it has to work in the real world.
People have to see the offer. Care enough to click. Share their details. Verify their number. Receive the coupon. And then use it offline.
HUL needed a campaign that could connect those steps across Pune and Delhi, without losing people along the way.
The Outcome
National scale.
Local precision.
HUL brought the scale of India's largest consumer goods manufacturer, with 90+ years of heritage and 50+ FMCG brands.
But this campaign needed local precision.
The task was not just to create visibility for an offer. It was to get the right consumers in selected locations to generate coupons online and redeem them offline.
That made the campaign part media, part user journey, part backend coordination.
If any one step felt loose, intent could drop.
Reach was not
enough
The campaign had to solve three problems at once.
Reach consumers within selected geo-locations.
Encourage online coupon generation.
Support offline store redemption.
Broad reach alone would not be enough.
The campaign needed targeting sharp enough to matter, messaging flexible enough for different product categories, and a journey simple enough for people to complete.
What needed
to change
The campaign could not treat every consumer, location, and product the same way.
Premium products needed more focused messaging. Non-premium products needed broader mass appeal.
Both had to move through the same coupon journey without friction.
- Location
- Product category
- Consumer behaviour
- Landing page action
- Backend coupon delivery
What Impulse
worked on
Impulse structured the campaign around local relevance and action.
- Facebook and Instagram campaign planning
- 3 km radius targeting
- Audience behaviour inputs
- Geo-targeting across Pune and Delhi
- Product bifurcation across premium and non-premium categories
- Landing page flow for user detail capture
- Phone number authentication
- Backend transfer to HUL
- Instant SMS coupon delivery
The goal was simple: make the journey easy for the user and useful for the campaign.
The Coupon Path
The user journey had to keep the next step obvious.
The sharper
layer
The product strategy was split instead of flattened.
Premium products were supported with targeted messaging for high-value categories.
Non-premium products used broader communication for everyday relevance and mass appeal.
That made the campaign more responsive to different FMCG buying contexts.
The impact
The campaign performed strongly against the internal benchmark set for the activity.
90% higher CTR showed stronger audience response.
41.8% more clicks showed more people were choosing to act.
79.7% impression growth expanded visibility across the selected markets.
12,548+ landing page sessions showed that users were moving beyond the ad and entering the coupon journey.
The numbers matter because they point to a working connection between media, message, and action.
From coupon
to conversion path.
A coupon only works when the journey around it works. For HUL, the campaign connected digital targeting with offline redemption through a clear, local, measurable path.
To click. To verification. To coupon delivery.
To store-level action.