We have profiled 5 % of the total Indian population-over 70 million users profiled across parameters like their demographics, buying pattern, competition mapping & opted in to receive additional offers from HUL.

16% volume uplift in engaged consumers and a 2% increase in market share for Sunlight in West Bengal. Sharper targeting helped it gain 80% penetration in the closest competitor, ‘Safed’s’ consumer base within 6 months of the campaign period.

Cross promotion for VIM using the collated database helped in increasing sales volumes by 40% and an additional increase of 5.5% among consumers who bought competitor brands.

75% communication sent to consumer database delivered successfully for each campaign

Call traffic was fueled on Cornetto Durga Pujo contest which resulted in a spike of 5% on the days sms promotion was done compared to non-promotion days.

18% volume & 28% value growth, during the promotion for Cornetto with ROMI of 168%

The process of collation of consumer data, preference, usage behavior including brand and category usage – is at the core of Consumer 360. This sharp, specific data helps HUL understand its vast consumer base at an individual level.

The result is a win-win for both the consumer and HUL brands as we market only the best, most relevant and customized brand communication in an unobtrusive manner to our opted-in consumers and the brands benefit from sharper targeting – getting better response on their communication, resulting in a better ROI on campaigns.

The interactivity that the mobile device provides helps connect with consumers real-time.

The data journey is as follows:-

• Consumer participates in a mobile campaign.

• Consumer mobile number and other profile information collected at technology partner's data server.

• Transferred to the HUL server through SFTP with all relevant data points collected in the specific campaign.

• Data deleted at the technology partner's end.

• The consumer data flows in to the secure HUL server & processed further.

• Relevant consumer cohorts on various parameters created for re-targeting across brands.