Unilever connects with hard-to-reach consumers in Asia

This event report addresses how Unilever is reaching affluent, digitally-savvy consumers and "media dark" customers in Asia - groups that can be described as the "have lots" and the "have nots" respectively.

Unilever connects with hard-to-reach consumers in Asia

Low Lai Chow

Marketers in many Asian nations face a dual challenge: reaching "media dark" consumers without access to traditional or digital channels, and engaging those affluent shoppers who are embracing a range of new platforms and tools.

Rudratej Singh, Unilever's vice president of marketing operations, told delegates at SES Singapore that its undoubted success in Southeast Asia (SEA) actually went a long way to demonstrating this problem in practice. "In SEA, we reach two out of three people who exist in the region. That's better than television," he said.

However, even in...

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