Client: Hindustan Unilever Limited
Agency: PHD India
Consumer 360 is an enterprise-wide, mobile-based initiative that was designed to help Hindustan Unilever Limited build a mass, actionable consumer database across India. The campaign was designed around mobile – keeping in mind that the interactions had to be simple and most importantly cost-free for penny-wise consumers in India.
India, with its huge population, is a critical market, and with its large native mobile population, needs to be approached in a unique manner. HUL’s objective was to build one billion global profiles by 2020 since data-driven marketing is now the future.
With such a huge opportunity at stake, HUL needed to devise a strategy to gain dependable and owned consumer profiling data. Since 95 percent of mobile users in India are on pre-paid connections, mobile has two times the strength of other channels, allowing it to not just reach consumers but also offer them a value exchange.
The aim of the campaign was to build a central repository of consumer data which could be analyzed and filtered to come up with insights on consumer behavior.
India, with a mobile penetration of over 80 percent, is one of the most mobile-friendly nations globally, second only to China. Mobile is therefore the most accessible medium, since it can reach people even in otherwise “media dark” areas . The mobile phone clearly became the number one media choice for HUL's mass consumer brands. A handset-agnostic interactive voice response-based solution was the preferred way to give consumers access to the messaging that was rolled out.
The campaign communication was carried on packaging for multiple HUL brands including 3 Roses, Cornetto, Vim, Surf, Taaza, Huggies, Fair & Lovely, Bru, Close-up and Sunlight, with the messaging including a toll-free number and a unique code inside. HUL’s interactive platform guided the caller through a menu of options after verifying the unique code and asked a series of incremental questions about each consumer and her shopping habits specific to the brand. It then instantly rewarded respondents with free talk time. The data that was gathered was continually used to re-engage consumers in a relevant manner, allowing HUL to gather 70 million consumer profiles.
Below are the campaign’s results: