Spikes Asia

U-COINVille: A multi-branded virtual world

MINDSHARE, Taguig / UNILEVER / 2023

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Overview

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Overview

Background

Unilever, one of the top FMCG companies in the Philippines, with its roster of brands under several categories, has developed an understanding of its Filipino target consumers, who come from all walks of life.

As the digital landscape continues to evolve and get more high technology, it was important for Unilever, along with its roster of products, to lead the pack in driving this digital transformation forward.  

While Unilever is already able to target multiple markets with its diverse brands, there is still the bottleneck of market saturation. With multiple competitors pumping out content for their consumers on multiple platforms, standing out is still a real challenge.  

With Unilever’s digital currency U-COIN at the core of the objectives, the task included integration and use of this within a decentralized One-Stop-Shop virtual universe where consumers can create their own experience as they immerse and interact with the different Unilever brands. 

Outcome

The campaign drove in 125,000 unique visits, with an average of 5mins 4secs per user, showing real engagement for different users.

With over 163,000 page views, 18% of the users customized their avatar and U-Home, which housed unstereotype avatar options while 16% of the users went to U-Marketplace to buy digital Unilever products, which is also integrated in Unilever’s own eCommerce store.

The Immersive Brand Experiences, such as POND’s Summer Escape garnered an average of 13min 22 sec, reflecting a step-up in brand engagement.

A total of 17,904 U-COINs were rewarded to users for their interaction and a multitude of experiences from brands and content partners will be launched within the year.

U-COINVille delivers a promising future for Web 3.0, where consumers and brands level up the experience and decentralization through metaverse, differentiating itself from other FMCGs by embracing the changes in the ever-evolving landscape.

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