Our desk research showed that smartphone ownership within this target segment spiked over 90%. Smartphone was 24/7 indispensable in their daily working and social lives. Besides, our target audience were heavy multi-screen users with the habit browsing and searching information among mobile, tablet and desktop, no matter at work or at home.

Their multi-screen usage behavior signified a great opportunity to effectively connect and seize the moments of truth when “self-image” really mattered to our target audience. We could trigger their interest for trial of AXE Body Spray as long as all these micro- moments of relevancy were well captured.

So, we initiated the AI Multi-screen Behavior Targeting System, leveraging the market’s FIRST ever convergence of Vpon’s mobile behavior big data and Appier’s multi-screen AI technology.

This AI Multi-screen Targeting System covered three stages.

• Prospect Screening:

We leveraged LBS, APP usage and brand preference tracking for mobile behaviors analysis and demographic correlation to identify a quality group of prospect sample. We led these prospects, with interactive banners, to AXE campaign site for engagement.

Tracking their mobile activities enabled us to capture relevant micro-moments to serve them the right message to intensify their interest for AXE Body Spray.

• TA Mapping :

After acquiring sufficient unique users, we applied big data mapping & calibration with AI technology. This enabled micro-degreed analysis & nuance reading of audience’s behaviours profiling. So, we could lock in quality audience for remarketing to enhance conversion rate by capturing the real time moments of relevancy.

• TA Expansion:

We utilized AI Cross-screen Tracking and Look A Like Technology to accurately reach to broader quality audience of the like.This helped optimize investment effectiveness and efficiency greatly.

We achieved excellent performance, with CTR spike for 110% and a significant CPA saving of 36% against market norm! Conversion rate had an impressive 7% jump over market average of 3%.

And this investment model also resulted in a double digit positive PBO!!

Most importantly, we acquired valuable audience data to share with other Unilever brands for future remarketing, which would surely help these brands save lots of time and cost!