Unilever's 'Project Sunlight' Shines With 77 Million YouTube Views

/ May 2014 / Video

Project Sunlight is Unilever's long-term initiative to encourage consumers to live more sustainably. To help people realize 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 center 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.

Goals

Encourage consumers to live more sustainably

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

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

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

Case studies: How brands are innovating on YouTube