Unilever's 'Project Sunlight' shines with 77 million YouTube views

May 2014 / Consumer Goods

Project Sunlight is Unilever's long-term initiative to encourage consumers to live more sustainably. To help people realise the urgency of this issue, the brand developed a TrueView YouTube campaign featuring pregnant couples watching a film depicting a hopeful future. Through a command centre that brought together all of its media partners, Unilever was able to gauge consumer reaction to the video in five countries and tailor responses on a real-time basis to deliver exceptional levels of engagement.

Approach

Shot approximately 40 hours of original video footage

Ran a YouTube Trueview campaign in five countries, targeting key audiences in each market

Made a command center enabling media partners to create content on the fly and respond to consumer reactions in real time

Goals

Encourage consumers to live more sustainably

Engage users in Unilever's long-term initiative, "Project Sunlight"

Results

Achieved 77 million views across five countries

Recorded 3 million website visits

Welcomed more than 200,000 people to "Project Sunlight" as a result of the campaign

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