Unilever | InMobi

Driving meaningful action with interactivity

Scope
Creative Strategy
Art Direction
UI/UX Design

Unilever partnered with the United Nations Children’s Fund (UNICEF) and Lazada for an annual Shop2Give Super Brand Day sale. For every purchase made on Shop2Give day, a percentage of the sales will be donated to a UNICEF charity supporting children. The theme for this year is Shop2Give HOPE. The children are beautifully featured with captivating illustrations that creatively incorporate Unilever products, bringing attention to their cause in an engaging and visually appealing manner.

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Our primary objective was to help Unilever drive mobile e-commerce purchases on Lazada by connecting with mobile consumers and encouraging them to support Unilever’s charitable cause.

Creative Concept

Interrupt > Surprise > Connect > Convert

Interrupt

A small but mighty banner! Re-orienting the perception of a “standard” banner using creative copy. By leveraging sharp, witty copy and eye-catching visuals, we transform a typically overlooked format into a powerful communication tool.

This approach not only increases engagement and click-through rates but also elevates the brand's image by showcasing its personality and innovative spirit. It that proves even the smallest of canvases can make a big impact.

Surprise & Connect

Imagine this: you're browsing online when a friendly pop-up appears, featuring the illustrated faces of children from the Shop2Give Hope campaign. They greet you by name and ask for yours, establishing an immediate, personalized connection.  This unexpected interaction sparks curiosity and draws you into their world.

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Before you know it, the children have crafted a heartfelt letter, sharing their stories and dreams for a brighter future. This personalized touch, combined with the campaign's mission to help children in need, creates a powerful emotional connection, prompting users to engage with the cause and contribute to a meaningful impact. It's a surprising and innovative approach that leverages technology to connect with users on a deeper level, fostering empathy and inspiring action.

Increasing frequency with multiple versions leading up to D-DAY

Based on last year’s campaign insights, our media and creative strategy for this year’s Shop2Give HOPE was tweaked to enhance user engagement and emotional connection. By creating multiple versions of our pop-up message notifications, each featuring different children and their unique stories, we aim to increase the frequency and diversity of touchpoints across digital platforms.

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This personalized and interactive approach allows us to consistently highlight the social cause of supporting UNICEF’s charity for children, while increasing frequency and reach.

Convert

To ensure brand recall, a retargeting component is added on D-day itself. The user is reminded of the cause through a pop-up notification, followed by an interactive message that uses a cool parallax style. A countdown adds urgency, encouraging the user to donate to Shop2Give Hope today.

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This personalized and interactive experience engages users, moving their hearts towards providing a better future for the kids.

A powerful blend of technology, personalization, & social responsibility.

Our interactive mobile experience for the Shop2Give campaign successfully drove meaningful action by leveraging the power of personalization and interactivity. By making users feel personally involved and emotionally connected to the cause, we significantly increased engagement rates and motivated users to contribute to the campaign.

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On Shop2Give day, the reminder notifications and urgent call-to-action resulted in a significant boost in eCommerce transactions on Lazada, directly translating to increased donations for UNICEF. This not only showcased Unilever’s commitment to social responsibility but also demonstrated how digital innovation can drive substantial real-world impact.

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WHAT THEY SAID

" Anna's ability to create a unique and interactive ad experience that resonated with users on an emotional level was remarkable. The captivating illustrations, personalized messages, and seamless user journey resulted in a significant increase in engagement and ultimately drove meaningful action for a worthy cause."
- Nitin Navaratna, Director SEA Brand & Strategic Partnerships, InMobi Group

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