M01. Best Data Driven Campaign

Unilever aimed to boost business outcomes for Lux Sparkling Body Wash in Taiwan. It also sought to better understand how ad exposure influences purchasing behavior, enhances online-to-offline (O2O) links, and improves the relevance of its summer messaging.

Unilever executed a data-driven, video-focused strategy using a leading demand-side platform. This involved:

* leveraging connected TV and online video to influence consumers at scale
* using multiple data sources to reach high-intent audiences and improve conversion efficiency
* enhancing relevance for consumers through weather-based optimization, aligning messaging with temperature conditions
* combining retail data and footfall measurement to understand how ad exposure influenced online and offline store visits.

By using data to reach high-intent audiences, connect media exposure with purchasing behavior, and gain valuable consumer insights, this campaign is a deserving winner of the “Best Data Driven Campaign” award.