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
