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Unilever, Coke do big data differently

News, 22 June 2016

SHANGHAI: Unilever and Coca-Cola are thinking about big data differently in China, a country that is set to generate 20% of all global data by 2020, according to a leading industry figure.

Jane Lin-Baden, CEO of Isobar China Group, addressed this topic at the AMES 2016 conference in Singapore and said there is no better time than now for brands to seize the opportunity of marketing effectively to "the segment of one" in the country.

She highlighted how leading companies are using big data to target niche demographics, understand neuroscientific insights, personalize campaigns and increase sales conversions.  

Unilever and Coca-Cola, alongside China's leading payments company UnionPay, as leading the charge by employing big data in the areas of bio-data-informed product targeting, individual-level personalization, and building niche audience segmentations. (For more read Warc's exclusive report: How Unilever, UnionPay and Coca-Cola use big data in China.)

Lin-Baden foresees that bio-data in particular will deliver valuable new insights about consumers.

"Bio-data is going to be the most direct, one of the most precise data, because there are a lot of things the consumers would not respond by answering a straightforward question. Agencies can come up with a more effective content piece that really addresses different groups of people," she said.

Already, Coca-Cola has used bio-data analysis in China to inform consumer product targeting. Isobar worked with the soft drinks company to understand consumer reactions to visual stimuli - and helped consumers select the right soda product to match their mood from over 27 different flavours.

"In this case we used neuroscience to help us understand consumers and which area in their brain is triggered, when exposed to a piece of content," she said.

Unilever Food Solutions's Knorr brand of ingredients also used big data to target chefs in China with personalized communications in various Chinese dialects, as many chefs in China do not speak Mandarin or Cantonese.

Data allowed UFS to deliver their message to each individual chef with precision. Using chat app WeChat, a film paying tribute to the chefs was shown on their screens as an ad, leading next to a mobile experience with unique recipes of hometown dishes in the dialects of their own distinct province.

Warc subscribers can read more on the app's big data capabilities, and how it can add value to advertisers, in this report: How China's WeChat is leading chat apps into the future.

Data sourced from Warc