Through the survey conducted on InMobi Pulse with 11,000 respondents, Unilever found that 43% of Filipinos, especially mothers and homemakers, prefer to wash by hand. The survey also disclosed the drivers of preference for detergent choice. The survey identified three audience clusters; 1. the Bargain Hunters, who are price-conscious consumers, 2. the Skeptics, who are happy with their washing products, and refrain from trying new solutions, and 3. Laggards, are the slow decision-makers.  

Unilever developed a rich understanding of their consumers through a survey on Pulse, the leading mobile consumer intelligence platform. However, to activate its communication strategy, Unilever needed to precisely target each of the segments, Bargain Hunters, Skeptics, and Laggards, at a massive scale. At the same time, the brand had to target these mobile audiences while staying up to date with their changing shopping habits, preferences or media behavior as micro-moments unfold in their daily lives.  

In the Philippines, Unilever provides consumers with laundry products under the brand name 'Breeze'. These products can be used for washing clothes either by hand or with the washing machine. The detergent market in the Philippines is dominated by powders and bars, with more than 95% of consumers preferring these formats over liquids.  

Unilever leveraged InMobi Audiences to amplify the three clustered audiences into a larger look-alike audience of similar preferences and behavior. InMobi’s ML-based model used over 2000 different attributes to enhance Unilever’s seed audience of 11,500 users into lookalike audiences of 1.5 million consumers from each segment.   

Unilever had to create tailored creative and mobile media strategies for the 1.5 Million Filipinos. The brand had to be mindful of the right blend of creative and media efficiency to drive maximum impact.

Marketers noticed that 13% of the viewers visited the website, 19% checked the product online, and 1 in 3 consumers went ahead and bought the product. The 33% of consumers who stated their intent to buy the product defines the campaign success in driving the perception shift of powder-using consumers trying liquid detergents. Turnover of liquid detergents witnessed a YoY uplift of 30.3% in September 2019 and 24.8% in October 2019.  

Breeze had the objective of growing the liquids penetration in the market, familiarizing consumers traditionally used to the powder detergents with the new format. To this extent, Unilever needed to understand, identify, engage and acquire customers in a manner that drives a paradigm shift in their washing behavior. With a legacy of increasing convenience and brightening the lives of millions of households around the world, Unilever had to help consumers in the Philippines leap forward for effective washing through liquid detergents.  

The Philippines has a 71% internet and 89% mobile penetration. This translates to millions of connected consumers across the nation. Keeping this in mind, Breeze built a mobile in-app strategy to survey consumers In the Philippines and bring about the attitudinal shift among them. Unilever identified InMobi as the digital partner of choice to understand the nature of its audiences, identify key behaviors and then engage and acquire them through a tailored experience. 

Unilever leveraged programmatic video to deliver ads with customized messaging and aesthetics to the audience segments of Bargain Hunters, Skeptics and Laggards. Unilever’s leadership in programmatic planning and buying meant an easy integration with best -of-breed technologies and capabilities such as InMobi Exchange and complete access to digital media quality measures around viewability, transparent brand safety and high in -target delivery 

A combination of mobile consumer intelligence, precise lookalike audiences, intuitive ad content, and programmatic in-app advertising created a breakthrough in the buying behavior of Filipinos and helped Unilever bring that perception change while increasing brand visibility and conversions.