Unilever's primary strategic objectives were twofold: to increase brand awareness and to deepen consumer engagement. The company aimed to connect with its audience on a more personal level by tapping into the astrology trend, which has a broad appeal. The company measured brand awareness through metrics like ad recall and top-of-mind awareness, comparing its performance against FMCG benchmarks. For consumer engagement, the company looked at the number of messages exchanged via our Instagram chatbot and the number of QR scans that led consumers to its chatbot.
Specifically, in Turkey, where astrology is a hot topic, Cornetto, a Unilever ice cream brand, aimed for a 10 percent increase in brand awareness and a 20 percent uptick in consumer engagement. The company also partnered with Asktrology, one of Turkey's biggest astrology apps, to provide weekly horoscopes, aiming to sustain consumer interest over a 35-week period. The campaign's performance was evaluated through a mix of quantitative metrics and qualitative consumer feedback.
Objective
This was the first year of the Cornetto Love Star campaign, and it was designed to be a groundbreaking initiative in both concept and execution. While Cornetto has always been associated with love, this was its first foray into combining that theme with astrology, a subject of immense interest to its target audience. Unilever leveraged new technology by integrating an Instagram chatbot to engage consumers in a unique and interactive way. Compared to previous campaigns that focused solely on product promotion, this campaign aimed to offer a more holistic experience by providing value-added services like horoscopes and compatibility tests.
Context
The intended target audience was primarily young adults aged between 18 and 35, who are active on social media and have a keen interest in astrology and love. This demographic often turns to astrology as a fun and insightful way to navigate their relationships and life choices. Given that astrology is a top-searched topic when it comes to love, the company knew this would resonate well with its audience.
The campaign was designed to be gender-neutral, appealing to both women and men. Unilever also targeted individuals who are tech-savvy and enjoy interactive experiences, as evidenced by the chatbot feature. Its audience is culturally diverse but united by a shared interest in astrology, love, and innovative consumer experiences.
Creative and Media Strategy
Unilever's creative and media strategies were symbiotic, targeting astrology enthusiasts primarily on Instagram — a platform popular among its demographics. The chatbot offered personalized astrological insights, while influencers amplified the message. QR codes on packaging bridged the physical and digital realms, making it a 360-degree campaign. Real-time analytics allowed the company to fine-tune the approach, focusing on high-engagement strategies. This multi-channel approach ensured that the brand's audience was effectively reached, making astrology and ice cream an irresistible combo.
The campaign execution was meticulously planned to resonate with the target audience's affinity for astrology. Unilever leveraged Instagram's chatbot feature to offer personalized horoscope readings, enhancing user engagement and time spent interacting with the brand. The QR codes on the packaging served as a gateway to this digital experience, seamlessly integrating online and offline worlds. Partnering with a popular astrology app further solidified the brand's credibility in the astrological space. The technology enabled the company to collect real-time data, allowing the team to adapt and optimize its strategies.
The integration of Instagram's chatbot feature and QR codes on our product packaging was a strategic move to bridge the gap between the online and offline consumer experiences. The chatbot allowed for a personalized, interactive experience that was both engaging and informative, offering horoscope readings and love compatibility assessments. This was not just a creative use of media but a sophisticated one, as it leveraged real-time data analytics to adapt the consumer journey based on engagement metrics.
The QR code on the packaging acted as a physical touchpoint that led consumers to a digital experience, something that traditional marketing channels often miss. It provided an immediate call-to-action, encouraging consumers to engage with the brand right at the point of purchase. This multi-channel approach ensured we reached the company's target demographic — astrology enthusiasts, predominantly aged between 18 to 35, who are tech-savvy and active on social media — across various touchpoints in their consumer journey.
Partnering with a popular astrology app gave the campaign an added layer of authenticity and credibility, making it more appealing to the target audience. The technology was leveraged to its full potential, not just as a gimmick but as an integral part of the campaign that contributed to its overall success.
Before the campaign, Cornetto was already a well-known brand but faced the challenge of staying relevant in a market increasingly influenced by digital trends and personalization. The ice cream category was competitive, and consumer behavior was shifting towards more personalized, interactive experiences. Astrology, a topic of high interest, particularly among the target demographic, presented an untapped opportunity for engagement.
The campaign surpassed its objectives, achieving a celestial exchange of 4.5 million messages via the chatbot. Unilever saw a 14.2 increase in points for ad recall uplift, performing three times better than the FMCG benchmark. Top-of-mind awareness uplift saw an increase of 3.4 points, which was 3.5 times better than the FMCG benchmark. These results not only validated the campaign's effectiveness but also set a precedent for future marketing efforts, proving that integrating enabling technology like chatbots and QR codes can yield high engagement and brand recall.
The campaign had a significant impact on the market by setting a new standard for how brands can engage with consumers on a personal level. It was innovative in its use of technology, seamlessly integrating QR codes and chatbots to create a multi-channel experience. Consumer reception was overwhelmingly positive, as evidenced by the high engagement rates and positive uplift in brand metrics. The campaign has set a new benchmark for what can be achieved when traditional FMCG products meet the digital age.
