Background

Unilever is a British-Dutch multinational consumer goods company specializing in nutrition, hygiene and personal care products. Amongst their portfolio of brands are two of the world’s bestselling deodorant products – Dove and Rexona (also sold as Sure, Shield and Degree around the world).
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Challenge

Given the weather-contingent nature of many of their personal care products, Unilever wanted to explore opportunities around utilizing weather signals to enhance in-the-moment relevancy and emotional resonance of their digital ads.
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Objective

The objective of the programmatic display and video campaigns was to increase traffic and viewability (with a target of more than 70%) for the Rexona and Dove lineup of weather-sensitive personal care products in the southeastern European market.

Tools

WeatherAds was identified as the best-in-class solution for executing the weather sync tactic. “WeatherAds was chosen on account of its seamless plug and play integration with Display & Video 360 and the support provided by the customer success team” commented Digital Account Manager at Mindshare Romania Vlad Bocean.
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Strategy & Execution

Two sets of creatives (targeting men and women) were built across the weather-dependent product categories for both the Rexona and Dove brands. The nation-wide campaigns were set up in DV360, with the weather-targeting layer applied at county-level granularity. Automated trigger-based rules focusing on real-time temperature changes were applied to the DV360 line items using WeatherAds. Delivery of ads was automatically paused in geos where the local temperature dropped below 21 degrees Celsius. Delivery was re-activated the moment the temperature rose above the same threshold.

Results

The campaigns yielded exceptional results, smashing YOY benchmarks across virtually every performance metric. The results below are comparisons against the previous year’s (2021) campaigns’ benchmarks, across brand, which did not employ any weather sync tactics using WeatherAds.
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Dove Men +Care

• 35% decrease in CPM for RTB
• 55% decrease in cost per complete view for RTB video
• 358% increase in CTR for RTB video

Rexona

• 64% decrease in CPM for RTB video
• 24% increase in view-through rate for RTB video
• 38% increase in CTR for RTB video
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“In terms of all qualitative KPIs involved the campaign performed excellently. We are taking into consideration CPM, CTR, full video view rate, cost per complete video view”

- Vlad Bocean, Digital Account Manager, Mindshare Romania.
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