Insights show consumers have an appetite like never before for contactless, innovative, mobile-first solutions.

The global Coronavirus pandemic catapulted consumer demand for digital, embedding an expectation for brands to deliver sustainable propositions that offer value and convenience.

The execution: Consumers click-through from the Facebook ad to a Unilever chatbot within Facebook Messenger that hosts their dynamic ‘melting’ coupon with store locator and real-time countdown clock.

Mr Twister, the bot’s avatar, reads and responds to consumer questions, whilst driving urgency through creative and timed notifications. In the backend, interaction and redemption data is collected and visualised in a dashboard, enabling optimisations in-flight.

Insights show consumers have an appetite like never before for contactless, innovative, mobile-first solutions. The global Coronavirus pandemic catapulted consumer demand for digital, embedding an expectation for brands to deliver sustainable propositions that offer value and convenience. Paper couponing has been the CPG industry norm for decades and fails to fulfil these consumer needs.

We identified this opportunity and embarked on a journey to fulfil a three-fold ambition; firstly, to create a consumer-first, sustainable digital couponing solution that could be scaled across other brands and markets; secondly, to drive incremental consumers to Wall’s out-of-home cabinets in our leading UKI convenience retailer, Co-op; and lastly, to embody the nature of a pilot, espousing a test-and-learn mindset by taking an innovative, data-driven approach to couponing.

The execution: Consumers click-through from the Facebook ad to a Unilever chatbot within Facebook Messenger that hosts their dynamic ‘melting’ coupon with store locator and real-time countdown clock.

Mr Twister, the bot’s avatar, reads and responds to consumer questions, whilst driving urgency through creative and timed notifications.

Launching on international Ice Cream Day during the summer of 202 Wall’s personified ice creams engaged with our summer-seeking consumes in real-time making seemingly dry content such as FAQs a delight, breathing life into the mundane, both in our digital realm and the everyday world of our consumers.

In the backend, interaction and redemption data is collected and visualised in a dashboard, enabling optimisations in-flight.

Winner of the Global Unilever Data Driven Creativity Award 2020.

A campaign of ten global Unilever ‘firsts’.