Unilever's Programmatic Digital Out-of-Home Campaign Case Study

This case study outlines Unilever's initiative to enhance awareness and consideration of its Magnum Remix ice cream products in Singapore through programmatic digital out-of-home (DOOH) advertising. The document details the challenge faced by Unilever in reaching consumers post-COVID-19 and the decision to utilize outdoor advertising to drive impulse buying. It describes the implementation of two campaigns, the Spree and Arcade, which generated significant audience impressions and footfall conversions within a month. Key metrics highlighted include 4.15 million impressions and 8.39 million footfall conversions, with a 1.8 times increase in conversions following mid-campaign optimizations. The study also emphasizes the importance of offline performance measurement and the insights gained regarding consumer behavior, such as peak conversion times. Overall, the case study presents a comprehensive analysis of the strategies employed and the results achieved in improving brand awareness and consideration for Magnum Remix in Singapore.