‘Always-On Advertising’ How Unilever Engages Consumers with Targeted Brand Messaging Presented by: Aaron Crandall, Sr. Brand Manager, Unilever Vic Catalfamo, Global Category Lead, CPG, Specific Media

The Challenge Drive interest and purchase of Dove Body Wash Considerations Premium priced product Competitive marketplace Efficiency of spend

The Solution Specific Media’s AoB – ‘Always On Branding’ offering Gain a qualified brand audience online Deliver relevant messaging to increase brand favorability, PI and advocacy Establish ‘always on’ communication outside social media sphere

AoB Approach Ongoing dialogue with the consumer Going from episodic (on & off) campaigns to always on communication Maximize dollars throughout every step of the funnel Eliminate wasted impressions (non-engaged/non-target audience) Evolve messaging based on engagement metrics to drive audience down the purchase funnel (from consideration to purchase) Leverage sophisticated benefits of digital targeting Utilize multi-media/multi-screen approaches to reach engaged audience at the right time (daypart), place (media type, placement)

Qualifiers Throughout the Funnel  Right Time Relevancy Target YES Pre-Roll View #1 View 100% of pre-roll Qualified Users Now eligible to be part of 1- 3 of the below buckets depending on the behaviors they exhibit NO Pre-Roll View #2 Pre-Roll View #3 Women 18-49 Control Group Eos Behavior Video, RM, & Flash Spartacus Behavior Video, RM & Flash Product FRQ x16 Line Variant VISIBLE CARE Behavior GO FRESH BODY WASH Qualification (=100% VTR) Re-targeting Multi-formats (behavioral) If a user does not interact with any of the retargeted ads after three months they will be put back into the Control Group

Campaign Creative & Delivery Women 18-49 Control Group 75M impressions (video, rich, flash) 20% to Qualify Pool 80% Re-Targeted NO NO Pre-Roll View #1 View 100% of pre-roll Pre-Roll View #2 View 100% of pre-roll Pre-Roll View #3 View 100% of pre-roll YES YES YES Qualified Users Now eligible to be part of 1- 3 of the below buckets depending on the behaviors they exhibit VISIBLE CARE Behavior Video, RM, & Flash GO FRESH Behavior Video, RM, & Flash BODY WASH Behavior Video, RM & Flash Product FRQ x16 Line FRQ x16 Variant FRQ x16 Product FRQ x16 Line FRQ x16 Variant FRQ x16 Product FRQ x16 Line FRQ x16 Variant FRQ x16 If a user does not interact with any of the retargeted ads after three months they will be put back into the Control Group

Approach Generated 21% Audience Gain 1st Video @ 100% VTR: 77.4%  77.4% 2nd Video @ 100% VTR : 57.2%  13.0% 3rd Video @ 100% VTR : 34.9%  3.4% 2nd + 3rd VIDEO: + 16.4% AUDIENCE REACH Total Engaged Audience: 93.8% A GAIN of 21% from initial 77.4% AUDIENCE

Re-Targeted Video to Qualified Consumer Pool by Target Brand (pre-roll, 100% VTR) VISIBLE CARE Behavior Video, RM, & Flash GO FRESH Behavior Video, RM, & Flash BODY WASH Behavior Video, RM & Flash 78.6% 79.3% 71.7%

Brand Sales and Household Purchases Increased 33% lift in brand sales 24% lift in HH purchases: 56% new buyers 44% current buyers HomeScan

Summary of Results Established 1st ‘Always-On Branding’ communication network Increased target audience reach by 21% (via video pre-rolls) Qualified pool of engaged consumers (current + new buyers) Delivered multi-formats (video, rich, flash) via integrated ad platform Eliminated wasted impressions Delivered sales lift of 33%