Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy

FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.

Introduction

Meet Shan. She is a working professional and a mother of two children. Like any other working mother, she juggles her job, family and household with great ease and efficiency. She is ambitious and driven in the workplace. At home, she is loving and caring. She is an ardent follower of the latest food trends and ensures that her family eats healthily and stays fit. She even finds time for herself and ensures that she is able to unwind. Soft rock is her choice of music to kick back and relax to.

Shan is the target group (TG) for...

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