Unilever has made history in Pakistan by launching the country’s first-ever Connected TV (CTV) campaign, featuring its popular hair care products, including TRESemmé, Dove, Lifebuoy Shampoo, and Sunsilk. This innovative campaign leverages CTV, a rapidly growing advertising medium worldwide, to reach a broader audience.
With the increasing use of smart TVs, CTV advertising is expected to flourish in Pakistan, which already has 2.5 million users. This groundbreaking campaign is designed to maximize brand engagement and drive traffic to the brand’s website or e-commerce store.
The campaign places video ads on Connected TVs and links them with mobile devices within the household where the ad is displayed. This strategy ensures that every member of the household is targeted, increasing brand recall and encouraging users to take action.
The mobile ads are shown at different intervals—30 minutes, 5 minutes, 1 hour, 24 hours, or 10 days—after the CTV ad, enhancing the overall impact of the campaign.
The primary goal of this campaign was to create brand awareness on large screens while driving users to the brand’s website by targeting new-age consumers on their mobile devices.
This strategy resulted in high video-through rates (VTR) and increased user engagement. The innovative approach showcases the potential of CTV advertising in Pakistan, offering other brands the opportunity to explore this fast-growing platform.
The VTR through the CTV campaign was 73.14%, which is 2x the industry’s largest video platform,” noted Sheikh Adil Hussain, the Marketing Director for Hair Care at Unilever.
The campaign features a series of creative ads for Unilever’s hair care range: Dove, promoted for its ability to repair damage from the first wash; TRESemmé, highlighted for its frizz control that lasts up to three days; Sunsilk, emphasized for its natural ingredients that provide five times more strength; and Lifebuoy, showcased for offering up to 24 hours of shine.
This CTV campaign marks a significant milestone in Pakistan’s advertising landscape. By using the fastest-growing advertising medium, Unilever has set a precedent for other brands to follow. The campaign not only achieved impressive results in terms of brand awareness and engagement but also demonstrated the effectiveness of combining CTV and mobile advertising.
Unilever’s pioneering effort in launching this campaign has provided valuable insights into the potential of CTV advertising in Pakistan. As more brands explore this platform, it is expected to become a crucial part of the advertising ecosystem, driving innovation and growth in the industry.
Unilever’s launch of Pakistan’s first-ever CTV campaign for its hair care range is a testament to the brand’s commitment to innovation and reaching new-age consumers. By leveraging CTV, the company has successfully created a unique advertising experience that not only captures attention but also drives meaningful engagement and action among viewers.
Izhar Khan, Media and Digital Manager at UL. Initiated the campaign
