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Unilever - Sunlight
Strategizing promotional efforts to collectively engage buyers and non-buyers for increased purchase consideration
Case Study

Sunlight, a home care brand by Unilever, was supported with the diverse ability to engage new consumers on a path to product trial while simultaneously reinforcing the connection with existing buyers. This was enabled with an online-to-offline purchase journey tailor-made to match the expectations of each consumer segment with a relevant value offering motivating purchases at scale. Pertinent questions incorporated in the journey of authenticated campaign participants, along with real-time tracking of consumer interactions across touchpoints, proved key to realizing the brand’s stature in the competitive landscape within the category with clarity on consumers’ perception of the brand, thus empowering future strategies of expanding market share.

1.3x
Uplift in consumers’ readiness for data sharing achieved by striking the perfect balance in value exchange with relevant promotions.
34%
Existing buyers nurtured to loyalty with pertinent value offering revving connection with brand and motivating repeat purchases.
66%
New brand buyers recruited for product trial with lower funnel digital campaign reaching the right audiences with right offers.

The Story

Shine your dishes bright with Sunlight !

Sunlight, the institutional home care brand by Unilever, with its century long existence continues to live up to its promise of making cleansing of household appliances easier. With a wide range of product variants in the dish-washing category, the brand consistently innovates to set higher standards of hygiene with deep-cleansing, germ-protection and convenience in household chores as the core components improved upon in each new product.

The Goal

Shine your dishes bright with Sunlight !

Sunlight, the institutional home care brand by Unilever, with its century long existence continues to live up to its promise of making cleansing of household appliances easier. With a wide range of product variants in the dish-washing category, the brand consistently innovates to set higher standards of hygiene with deep-cleansing, germ-protection and convenience in household chores as the core components improved upon in each new product.

The Solution

A mobile-first full funnel purchase guide tracking & acquiring consumer data to unleash insights to abide!

The Result

1.1x Brightened brand perception among new brand buyers !

Sunlight was enabled to escalate product purchases leveraging Grivy integrations of:

  • Online-to-offline promotional campaign engaging consumers on a journey from product awareness to product experience through purchase enabled at partner mini market channels, Alfamart and Indomaret.
  • Tracking capabilities integrated at each step of the Grivy user journey enabling to assess consumer interactions to optimize the campaign in real-time and drive maximized purchase intent.
  • Customer data acquisition of first-party consumer data validating campaign participants and enabling to identification of the sought-after target segment for future efforts.
  • The total brand equity study revealing consumers’ perception of brand and the impact of campaign on their booming affinity.

Thus with this campaign, the brand simultaneously gained new buyers while identifying its existing ones and achieved increased affinity among both groups with the convenience and relevance of Grivy user journey adding to the product experience. Further, with sound understanding of consumers’ perception and purchase motivation with respect to the brand and the competitors within category, the brand was all set to conquer higher market share the right way.

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