Unilever – Molto

Unilever - Molto

Realizing brand penetration with a competitive advantage of store-enabled trade promotions.

Case study
Molto, a fabric conditioner brand by Unilever Indonesia, was enabled to achieve effectiveness in activating brand buyers with the unique ability to acquire and retain the right consumers by tracking to target their peak moments to drive intent and escalate store purchases as enabled by Grivy.
7> .5x
Uplift in purchase intent by identifying to target the peak moments to influence buying and maximize sales as enabled with A/B testing
10>x
Uplift in impulse driven in-store purchase with proximity based messaging to drive traffic at nearby stores enabled with coupon redemption.
61>%
New consumers acquired to purchase product with promotional campaign initiating them on a path-to-store purchase.
The story
The fragrance of care !
With the assurance of care and fragrance of love, Molto, a fabric conditioner brand by Unilever has set itself apart with a proposition to rejuvenate clothes with each wash. Prioritizing health first, the brand has lived up to a promise of supporting mothers to condition their love through the softness of fabric and impart their care with protection from germs, thus making it a choice of trust.
Unilever – Molto
The goal
Define moments to direct sales
Molto, in collaboration with Grivy, was set on a plan to recruit and retain new buyers with the right communication reaching the right audience through appropriate mobile-first channels to activate them on a well-defined path to store purchase facilitated with exciting trade promotions A/B tested per location and consumer segment with an end goal to derive a data-drive strategy to drive personalization at scale pertinent to achieve consumer loyalty initiated with increased affinity.
The solution
Identification of moments to initiate intent and accelerate purchase with targeted trade promotions.
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The result
10x effectiveness in escalating brand penetration !
Molto was enabled to achieve effectiveness in trade promotion to drive 10x uplift in impulse purchase to drive brand penetration with Grivy enabled:
● Proximity-based messaging across mobile-first channels to capture impulse and initiate purchases among relevant consumers at stores nearest to them
● A/B testing to judge relevance per performance parameter and streamline efforts to target the right audiences for best conversions.
● First-party consumer data is collected and activated through the user journey to enable future retargeting.
● Analytics integrations enabling to track and analyze through each user event to unlock actionable insights relevant to measure impact of efforts and scope for improvements.

Thereby further supporting the brand to derive relevance in actions to unlock new growth potentials with the capacity to scale efforts in the right direction and build look-alike audiences on an already defined consumer segment demonstrating the potential for best conversions.
Unilever – Molto
PRODUCTS USED
Attributions
Captivating visuals conveying brand message.
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Authentication
First party consumer data collection and activation.
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Footfall
Call-to-action with location intelligence to find nearby stores
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Advocacy
Share and referrals to drive earned media exposure.
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Coupons
Digital first codes to redeem products in the offline store.
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Data is a fuel much needed to drive strategy and enable growth. And with the Grivy Growth Platform, we were enabled to activate data for rightful utilization in optimizing our efforts to derive precision in enabling brand penetrating. The multi-touchpoint attribution from across the consumer journey was the key to conquering activation online and driving conversion offline with trade promotions enabled for store redemptions by Grivy.
Erfan Hidayat
Head of Fabric Cleaning & Fabric Enhancer Category

More ways to engage with consumers

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Shopping Lists

Influence buying behavior with planned purchases.

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Digital Coupons

Activate consumers through online and offline stores.

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Online Cashback

Drive long term loyalty with instant cashback rewards.

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Digital Receipts

Understand what's in the consumer common basket.

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Authentication

Acquire consented first party consumer data at scale.

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Footfall

Drive store traffic and measure conversions.

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Scanning

Unlock digital experiences through the packaging.

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Loyalty

Drive community loyalty with key retail customers.

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Landings

Lightening fast loading landing pages.

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