THE CHALLENGE

Unilever, manufacturer of Sunlight 2-in-1 detergent wanted to communicate to their target audience the 2-in-1 attribute (freshness and cleaning strength) of two variants of the Sunlight 2-in-1 detergent.

Insight & Idea

#BestOfBothWorlds

We came up with a strategic idea to link the awareness of this offering to a human truth - which is that certain desires validate double needs, hence the #BestofBothWorlds.

Execution

Spread the message.

We created a #BestofBothWorlds movement online where we partnered with target celebrity personalities, bloggers and OAPs to share pictures and videos of what #BestofBothWorlds means to them and get the audience to join in on the conversation. It was also a conversation that was driven on radio. We created content for radio hypes weekly and managed the free airtime vouchers for winners on the radio show.

Social Media kept buzzing

Blogs and newspapers all over Nigeria jumped on the trend.

The ROI

  • Media Exposure Analysis: 56% earned media and 44% paid media
  • Circulation Analysis: 33,461,200 paid media and 14,634,100 earned media.
  • 34 online mentions were generated, out of which 18 were earned. Also, 182 radio hype guides were drafted for 12 radio stations.