Unilever Thailand Audience Targeting Case Study

This case study details Unilever Thailand's initiative to enhance brand awareness for its Sunlight dishwashing detergent in the context of the impending post-cookie era. The document outlines the challenge of adapting audience-targeting strategies as third-party cookies are phased out, highlighting the company's collaboration with The Trade Desk and Mindshare Thailand. The objective was to implement a scalable audience-targeting solution using the Unified ID 2.0 (UID2) system, which involved leveraging phone numbers and email addresses from Unilever's CRM data. The results demonstrated a 30% reduction in cost per completed view (CPCV) compared to other targeting strategies, a 16% increase in brand awareness, and a 1.9 times higher click-through rate than traditional second-party data targeting. The study emphasizes the effectiveness of UID2 in achieving greater audience engagement and cost efficiency, positioning Unilever for future success in a privacy-conscious advertising landscape.