We created a global command centre at Unilever to launch the film across 11 markets; a new approach combining the disciplines of media activation, optimisation and social publishing. Multiple screens visualised campaign delivery, the social reaction to and the brand impact of the film in real-time, allowing team decision making with immediate affect.

Each day we would perfect the combination of partners and platforms by market to maximise the view-count within the 8 day launch window. Currently sitting at 77M views, the command centre delivered 34M additional views vs. projections after 24 hours courtesy of this unique approach.

With over 77M views at date of submission, in less than 4 weeks, Carmen’s connection to the flavours of home has topped viral charts and resonated with audiences across the globe.

In just the first 8 days there were over 93,000 social interactions, resulting in a 474% uplift in brand affection (public mentions with positive sentiment AND strong emotion for the brand).

Viewers are also engaging with the content, with 50% more people watching right to the end vs. films of the same length advertised on the Unruly network.