Unilever Home Care: Clean Home Clean Nation – Rewriting the rules of e-commerce

Unilever ran an environmental sustainability campaign in six southeast Asian countries to grow e-commerce sales of home care products, increase preference and engage its audience without discounting.

Campaign details

Brand: Unilever (various)Brand owner: UnileverEntrant company: Ogilvy - SingaporeIdea creation: Ogilvy SingaporeMarket: AsiaSector: Household & domesticMedia channels: Gaming & in-game advertising, LivestreamingBudget: Up to 500k

Executive summary

In Southeast Asia, e-commerce was beginning to resemble the open markets of old, with brands outshouting each other about discounts.

Unilever Home Care wanted to sidestep this race to the bottom and find a new paradigm for e-commerce success.

Through ‘Clean Home Clean Nation,’ Unilever Home Care defied the discount-driven model and created a value exchange...

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