Hindustan Unilever has continued with its digital experiments, and the latest to come from the corporate major is the concept of ‘Tandem Ads’. HUL has partnered with Yahoo! for this initiative.
The Tandem Ads concept was utilised for the campaign ‘Be Beautiful’, which included Unilever’s beauty brands -- Ponds, Dove, Lakme, Sunsilk and Vaseline. ‘Be Beautiful’ aimed to make women feel more beautiful. A panel of experts was put in place that answered any query women may have regarding skin, hair or make-up. The offer was topped up with attraction such as free makeovers, contests, rewards, and more.
Speaking on this new online tool, Nitin Mathur, Senior Director, Yahoo! told exchange4media, “HUL wanted to club various aspects and brand attributes and demonstrate them to a specific audience in an engaging and interactive manner. Considering the need of the brand, we introduced Mail Tandem Ads in India for ‘Be Beautiful’. This is a powerful rich media experience, which not only allows interaction between two ad units (North and LREC Banner) but is also specific audience- targeted, and has video capabilities.”
‘Tandem Ads’ create a story, an environment and invite the user to come and interact with the brand. One can create the atmosphere by taking a combination of ads, such as a banner and skyscraper, a floating ad and a video, and so on. Brands can get creative with a story that resonates with their target audience, allowing user engagement.
On the genesis of the concept, Mathur stated, “Brand advertisers understand the value of such innovative ad formats. Genesis of introducing such formats is really to provide a compelling visually rich communication, something which brings alive the essence of what brand intends to communicate.”
Discussing further, he said the objective of the campaign was to create an emotional connect and reach out to the contemporary women. “The campaign objective was to provide a beauty destination to the ‘Women of Today’. Through the campaign, various aspects of beauty were showcased. Tandem ads synchronise ad units placement within the page to create engagement and possibility of interaction within the page,” he informed.
The campaign was targeted at women in the 25-44 age group. A chroma shoot was done using three women, who had a complete makeover walking on a ramp in a fashion-show setting. The women talked about unlocking beauty secrets and transforming their looks. Users could click on the ‘Expand’ button to see the video. Thereafter, they point to tabs which get highlighted in the top banner and this leads to sections on the ‘Be Beautiful’ website, where users could also submit their mobile numbers to register and win gift hampers.
On asked how did this initiative help Yahoo! as a brand, Mathur replied, “Developing innovative ad campaigns gives us immense pleasure and satisfaction, as it give both our advertisers and us new and creative ways to promote the brand on the online platform.”
Elaborating on the response the campaign generated, Mathur said, “We helped HUL to connect its brands with the vast set of deeply engaged audience, given Yahoo!’s vast reach and the ability to offer solutions to target different audiences in the relevant context. In 15 days, we reached out to 1.6 million women consumers with an average user interacting 26 seconds with the ad, given that the total video was of 30 seconds. Women were receptive and engaged with the ads.”