Selecta Supreme Bestseller: It’s a Family Thing

Loren Saguil, Tricia Cruz, Rica Paquio

Ice cream brand Selecta shifted its target from parents to whole households in the Philippines during the COVID-19 pandemic with a campaign to drive sales of its best-selling flavour.

Campaign details

Brand: Selecta Brand owner: Unilever Entrant company: MindshareIdea creation: Mindshare Taguig Market: Philippines Sector: Dairy products, fats, oils Media channels: Online video, Websites & microsites, Online displayBudget: Up to 500k

Executive summary

Based on the insight that some purchases are based on a household decision, like where to spend a vacation or what flavour of ice cream to buy, Selecta partnered with InMobi to target parents and their household members by piloting a household targeting solution.

InMobi cloud had...

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