""We use short videos to tell sustainable stories about our brands, and then we reward consumers for engaging with it," Conny Braams, Unilever's chief digital and commercial officer, told The Drum. "And what we've seen from the pilots that we've been doing is that it, first of all, builds brand power, which is really important. But also, it really changes behavior.""
""After watching the videos, viewers are then rewarded and can convert their reward into a coupon or a contribution to a worthy cause, linked to the brand's purpose. For example, after watching a Hellmann's ad the viewer could donate to a food waste project. The brand confirmed this is separate from the work it has done with Good Loop, an ad tech company that similarly allows people to donate to charity if they watch the entirety of an advert.""
Unilever developed a program at the intersection of marketing, technology and sustainability that rewards people for viewing short videos promoting sustainable behaviors. The program is in early pilots with brands including Hellmann's, Magnum and Comfort, and places ads on Facebook, Instagram and YouTube like standard social media ads. Viewers convert rewards into coupons or donations tied to brand purpose, such as donating to a food waste project. The initiative is separate from previous work with Good Loop. Early results show increases in brand power (meaning and difference) and strong lifts in action intent for sustainable actions.
Read at The Drum
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