Unilever Foods Achieves Full-funnel Efficiency with Mobile
Unilever Foods Achieves Full-funnel Efficiency with Mobile
Unilever Foods Achieves Full-funnel Efficiency with Mobile
Asia
Unilever Foods Achieves Full-funnel Efficiency with Mobile
Industry
Food
Solution
Identifying Target Audience, Engaging with Customers, Acquiring New Users

About Unilever Foods

Royco and Bango, the meal-maker food brands from the house of Unilever, offer exclusive seasoning mixes, soups, and sauces blended to perfection with high-quality and sustainable ingredients. Leaving a mark with rich and natural flavors, these brands help deliver nutritious and delicious meals to Indonesian households with the goal of 'enriching life through taste.' 

Highlights

38%
decrease in Cost Per Acquisition (CPA)
50%
increase recorded in the total brand equity
InMobi Case Study

With the prolonged stay at homes situation and limited OOH experiences, mealtime became the prime source of family togetherness. However, meal providers at home struggled to deliver a special meal while juggling their daily responsibilities. With meal-maker products being the best solution to provide an easy, instant in-home meal experience without any hassle, we partnered with InMobi to activate a full-funnel marketing strategy. The idea was to promote our meal-maker portfolio where not only did we give consumers the much-needed education and inspiration, but we also provided the exclusive offer to directly taste the product. As a result of the free sampling program, even the beginner cooks could taste the meal-maker and believe that they can cook tasty meals easily.

Ignatius Kevin Tigor
Ignatius Kevin Tigor
Brand Manager, Unilever Indonesia

The Brand Objective

The meal-maker food industry faces cut-throat competition in Indonesia, with over 15 players vying for consumers' share of mind and wallet. In the face of rising complexity, the relentless pressure of keeping up with the growing consumer expectations, and the consumer inclination towards digital in the next normal, brands are constantly adopting newer media paths to connect with consumers. The emergence of mobile as the most preferred channel to learn, search, explore and buy enunciates the profound impact of smartphones on the consumer shopping journey.

The Brand Objective

With Royco and Bango, the popular instant food brands from Unilever, introducing four new products - Royco Telur Asin, Royco Sup Kepiting, Bango Opor Seasoning, and Bango Nasi Goreng Seasoning – in the heavily cluttered Indonesian market, Unilever Foods decided to convert this bottleneck into a competitive advantage. Hence, the brands intended to showcase a strong differentiating point for these products by emphasizing the promise of quality, taste, and nutrition and the ethos Unilever stands for.

The brand decided to launch a free sampling program that will enable meal providers to taste the free product of their choice and experiment with newer recipes amidst the pandemic where consumers are preferring to consume home-cooked food. The offline sampling programs came at a greater risk of logistical hassles and were counterproductive. Hence the brand aimed to conduct online to offline sampling on the reliable, always-on device - the mobile. Additionally, to accurately understand the market dynamics and the overall brand performance in the Indonesian market, Unilever Foods needed a technology partner with a strong reach and scale on mobile. The following are the objectives Unilever Foods aimed to achieve:

1) Engage consumers with an immersive and personalized user experience in a privacy-compliant manner 2) Give consumers the freedom of choice to choose their free product through an online to the offline sampling program 3) Measure the effectiveness of mobile in delivering the impact offline, measure the total brand equity and market position

The Solution

Royco and Bango partnered with Mindshare and InMobi to create a user-friendly journey on mobile that facilitates a seamless online to the offline trail with a free sampling experience.

The Solution

Identifying the Niche Audiences with InMobi-Gojek Audiences

The brands targeted food lovers across Indonesia by combining advanced audience intelligence capabilities such as browse and buy patterns, category and brand affinity, and media behavior with InMobi-Gojek Audiences. By leveraging the power of deep consumer insights, the brands curated niche audience cohorts and reached Active GoFood Users, Chinese Food Transactors, Breakfast, Lunch and Dinner Transactors, and Active GoMart Users in the Archipelago.

Identifying the Niche Audiences with InMobi-Gojek Audiences

Building a Seamless Online to Offline Sampling Experience

By opting for the online to offline sampling experience that simplifies the traditional sampling mechanism by providing the required scale, reach, and transparency, Unilever Foods launched rich media, full-screen interstitials, and banner ads to encourage Indonesian consumers to claim their free samples. Raising the bar with a personalized flow to engage users in a privacy-compliant environment, the brands redesigned the consumer journey to truly unfold a seamless end-to-end experience across the online and offline worlds.

Building a Seamless Online to Offline Sampling Experience

1) Authenticating the User Profile: The first page of the ad enables users to register via their Google or Facebook accounts with a single sign-on feature. This first level of authentication ensured that the brands get verified sign-ups through a secure platform.

2) Coupon Redemption Process: Upon authentication, users can redeem their free samples by clicking on the 'Redeem' CTA on the second page. Upon clicking, they can claim one free sample of their choice among the four products from Royco and Bango. Once the user accepts the terms and conditions, they are led to the final page.

3) Claiming the Free Sample: The last page of the ad enables users to claim the free sample of their choice by clicking on the 'Claim it' CTA. Upon clicking, users get a custom coupon code for the free sample that they can claim at 4,000+ Indomaret and Alfamart stores spread across Indonesia. By scanning the codes during check-outs, users could avail their free product samples.

Measuring the Full-funnel Impact

Royco and Bango delved into ascertaining the detailed full-funnel metrics to discover the rise in brand affinity, recall, purchase intent, consumer advocacy, brand strength index, and total brand equity.

Measuring the Full-funnel Impact

Post the campaign, the brands launched a Total Brand Equity Survey (TBES) via InMobi's Online to Offline Solution to capture the pulse of its consumers and accurately assess the campaign's impact in driving full-funnel efficiencies. With over 13,000 respondents surveyed in just 7 days, Royco and Bango gathered insights on consumers' spontaneous and top-of-the-mind recall when they hear keywords such as soups, broth, and seasoning.

The survey tested the awareness levels for the Royco and Bango brand products, the likeliness to purchase the products post the free sample trial, and the likeliness of recommending the brands to social circles. The survey also captured the ease of finding the products in the stores. By integrating the survey results with pre-and post-campaign data, the brands discovered their key strengths and received factual representation of the areas of improvement that helped them realign their marketing strategies.

The Result

Through the compelling campaign, Royco and Bango made lasting impressions on the minds of consumers across Indonesia and drove footfalls to 4,000+ stores across the Archipelago.
The Result
InMobi Case Study

The combination of Gojek deep consumer insights and InMobi’s programmatic expertise has enabled personalization at scale for Unilever Foods. While the precision targeting capabilities has driven a strong focus on identifying and reaching food-loving audiences in Indonesia, InMobi’s Online to offline solution helped Royco and Bango deterministically measure the brand and sales impact of their mobile campaign.

Syahnadiaz Sikar
Syahnadiaz Sikar
Audiences & Analytics Head Gojek
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