Unilever Case Study

When Unilever launched a new brand, Roundel™ attracted new prospects.

Unilever’s subsidiary launched a new haircare brand exclusively through Target with the support of Roundel. And the successful debut blew past benchmarks.

Objective

Drive awareness and sales for a new haircare brand.

Target and Unilever branch Sundial created a Target exclusive new line of haircare products named Emerge. Unilever aims to drive equity and brand awareness for Emerge among Gen Z and Millennial guests that are interested in textured hair products.

Use

Roundel to launch/ bring exposure to a new & exclusive Target haircare line

Reach

brand’s target audience within the textured hair category

Drive

awareness and sales of new haircare line as quickly as possible

Solution

Reach the best prospects fast.

Roundel reached Target guests that were already purchasing textured haircare and haircare spend-a-likes, natural beauty guests, and women age 18-34 to seed Emerge’s fledgling audience. Another target was textured hair guests that hadn’t found a product they loved.

The national campaign lived on Social by Roundel™ (Pinterest) and Display by Roundel™ (on Target.com and Bullseye Marketplace—a private network of 150+ premium, brand-positive publisher websites). Display media on Target.com also included both contextual and search placements to reach browsers at the point of purchase and grow interest in Emerge.

Roundel used Target’s first-party data to build custom segments reaching the right guest with the right product across channels.

Results

A beauty launch that turns heads.

Segmenting the audience by texture haircare purchasers helped Roundel find guests interested in Emerge. This became the best performing first-party audience segment in terms of ROAS.

Emerge also did a test and learn to identify the best performing audiences for future re-engagements.

15%

of total sales were media-influenced, above beauty category avg. for % sales

80%

of sales that were media-influenced happened in-store

62%

of store orders in total were driven by Pinterest

Conclusion

Going from unknown to making guests feel known.

Using Roundel, your brand can precisely target the right audience through expanded media placements to create a meaningful and relevant experience.

Find

Curate a highly relevant audience with Target’s first-party guest data.

Measure

Tie in-store and online sales back to specific media placements for a full-picture view.

Learn

Leverage new guest insights to maximize effectiveness of future campaigns.

Connect in a whole new way.

Let’s talk about your next multi-channel campaign.

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