How Unilever's baby brand achieved
85% opt-in rate during lockdown
1st party data &
Brands have increasingly felt the need to collect first-party data the past few years, especially since Google announced the end of third party cookies from its browsers by 2022. The latest trends in the FMCG industry show that people prefer to buy from brands they trust, with their data, share common values with, and feel connected with on an emotional level.
In order to engage consumers and collect genuine opt-ins, Unilever’s primary Baby Care brand, Zwitsal, launched an emotionally touching campaign during the lockdown in 2020. Targeted to parents, and acknowledging the “We understand how it feels”.
Unilever wanted to create an emotional bond with parents
and collect genuine opt-ins for their comms
Surprise for Grandparents
By offering Stampix photo rewards, Zwitsal was able to connect with their target audience on an emotional level, create long term brand affinity and increase their database with over 4.200 opt-ins in a single week.
Photo Tagging Analysis
Thank You Module
Target audience verification
via photo tags
Stampix’ computer vision software allows for accurate photo tagging of photos uploaded by users. It can be used to verify the target reached within a campaign or to gather insights on customer’s lifestyles.
By running the photo tagging analysis on the Zwitsal campaign it was possible to verify the accuracy of the audience targeted. The most prominent tags found on the uploaded pictures show that the people indeed printed photos of their kids & family, as expected by the brand.
Top tags scanned:
How to read it: % shown represents the % of photos from the analysis that contained the mentioned tag
& share module
With the Thank You module displayed in the last step of the customer journey, Zwitsal customers were able to leave their feedback and emojis about the experience, proving the success of the campaign.
By enabling the Share Module, Zwitsal allowed their customers to share the microsite with other parents via Whatsapp and Messenger, reaching more people organicly, without additional paid media spending.
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