Ramadan is like Christmas for Indonesian advertisers. Thanks to the annual Ramadan bonus, Indonesians are flush with disposable income and looking for the best deals.

This is a well known insight, which is why advertisers are in a frenzy during the early stages of Ramadan, jockeying for position in a consumer’s finite attention span.

Unilever’s corporate Ramadan campaign, 1001 Inspirasi Ramadan, has been a staple among Indonesians’ browsing habits since its inception three years ago. Each year the campaign looks to push new its strategy with innovation.

This year, 1001 Inspirasi Ramadan campaign objective was to increase brand recall and make the brands more relevant to customers during the busy Ramadan period. To do so, in such a competitive Ramadan season, we developed a new data-driven content strategy.

The team collaborated with 17 brand teams and scaled its data-driven content operation to execute the largest multi-brand, live-content campaign for Unilever.

Over the course of two days, 72 hours prior to the peak ecommerce shopping period, we gathered in the media command center (MCC) to produce an ambitious amount of Vogon bumpers.

This two-day agile workshop required the help of a core team with 17 people. Throughout the two days, an additional 20 people came through the MCC, providing expertise when needed.

We analyzed more than 46,000 images and 276,000 possible data points using the Vision API tool. A photo with just a hashtag is irrelevant to normal social listening tools. But with Vision API, we could analyze sentiment based on the true emotion on someone’s face.

This Vision API data was complemented with the learnings with social conversations and paid media performance.

The team was able to turn these real-time insights immediately into new creatives. The output was highly contextual, dynamic creative Vogon bumpers.