Objective
After a stellar Sponsored Solutions performance, Unilever wanted to pivot their strategy to grow SOV and market share of key categories with Sponsored Discovery as one of the key drivers.
Approach
Unilever and Lazada reviewed the Sponsored Discovery setup, with focus on:
- Extensive data analysis and insights to define the right category/product strategy based on platform demand and Unilever’s store performance
- Drive a category approach in Sponsored discovery set-up
- Ongoing optimization across multiple campaigns, from BAU leading to the Birthday Mega
Results
With the new approach, Unilever was able to further improve the results of Sponsored Discovery campaigns, as well as their overall store performance.
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