Unilever – Rinso

Unilever - Rinso

Building audience in a niche segment to drive conversions and scale product success with trade promotions.

Case study
In partnership with Grivy, Rinso activated custom audiences relevant to target with niche product offerings to drive consideration for product trial with trade promotions optimized to effectiveness through A/B testing, thus engaging consumers at specific locations reaching them at the moment most relevant to boost purchase and derive product success.
41>%
Purchase intent demonstrated with claim of digital coupons enabled to redeem at store by Grivy.
17>%
Sales conversions achieved with trade promotions optimized to effectiveness with data insights .
2>x
Effectiveness in trade promotion with A/B testing enabling to deduce the right offering to drive intent.
The story
De-stain and de-stress with Rinso !
Washing clothes has never been easy. To clean every inch of dirt and rejuvenate clothes to newness with every wash is a stressful deed. And to overcome this challenge, Rinso is all we need. As a detergent brand powered to remove difficult stains and to protect from odor and dirt in the most efficient ways, Rinso has proved its effectiveness in supporting consumers in their everyday washing experiences. Thus enabling them to unleash their potential to let go of every fear and succeed in life in their clean and bright gear.
Unilever – Rinso
The goal
Improve effectiveness in efforts to serve the right consumers
Rinso, a detergent brand by Unilever, aimed to achieve accuracy in recruiting new consumers by reaching the right audiences with a well-matched product offering across carefully selected mobile-first channels with an end goal to activate them a swift flow to store purchase with trade promotions A/B tested to effectiveness by Grivy, thus enabling the brand to drive high return on trade investment and unlock potential to drive future growth with insights enabled through the campaign process.
The solution
A data driven strategy to define the shortest path to purchase with targeted trade promotions at specific locations
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The result
Rinse away assumptions with data driven conversions at 41% !
Rinso was enabled to run trade promotions at 2x effectiveness to drive massive purchases with Grivy enabled :
● Custom Audiences to target and scale upon for effective trade promotions.
● 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 derive the effectiveness of the campaign with data insights enabled across parameters to optimize upon.
● First-party consumer data collected and activated through the user journey to enable future retargeting.

Thus helping the brand to retain consumers on a path to brand loyalty with future efforts, while further forging their strategy to unlock new growth with data insights derived from a detailed analysis of campaign performance across parameters.
Unilever – Rinso
PRODUCTS USED
Attributions
Captivating visuals conveying brand message.
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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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Authentication
First party consumer data collection and activation.
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The essence of this collaboration was testing our way to success with optimizations across parameters enabling the opportunity to analyze performance across channels, locations, and consumer segments to derive the perfect plan to realize the full potential of a product so niche as ours. The custom audience activated in relevance to our product proposition to kick start our promotional campaign is worth mentioning as the key highlight of our partnership and enabled us to achieve a high return on investments with accelerated sales within a stipulated time frame.
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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