Sunlight experiences a significant lift in its Brand Consideration with a mix of YouTube AI goal-driven campaigns.
Sunlight, a favourite among Sri Lankan households, experiences a 2.30% lift in Brand Consideration
Sunlight
Sunlight, a favourite among Sri Lankan households, experiences a 2.30% lift in Brand Consideration
Sunlight
Sunlight is a beloved Sri Lankan Household care brand & market leader in the laundry category. Despite its strong market presence and high brand recall levels, the brand aims to solidify its relevance further and increase brand consideration through key family/household moments.
Sunlight was keen to understand how, in addition to its recall strategic approach, the brand could appeal to and encourage consumers to add Sunlight to their baskets amidst the cluttered household care brand shelves in the market.
In preparation for its New Year 2024 campaign launch, Sunlight laid out an optimal YouTube campaign mix leveraging YouTube AI along with a tactical + new purpose-based communication strategically planned to deliver brand consideration without compromising its reach KPIs.
This campaign was coupled with a Brand Lift study focused on measuring the effectiveness of its ads in driving consumers to choose Sunlight as their preferred household care brand.
Consideration Lift (Brand Lift Study)
Impressions (vs Forecast)
Harnessing the power of automated YouTube mixes tailored to address reach and consideration, Sunlight effectively raised consumer consideration and met its KPIs across the upper and mid-consumer funnel.
This study gave us interesting insights into our new brand asset. It was exciting to see to what extent the new thematic video asset was capable of lifting consumers' purchase consideration for Sunlight through YouTube.
— Pasan Perera, Senior Brand Manager - Sunlight, Unilever Sri Lanka
Executing this Brand Lift Study for Sunlight was truly enlightening. We were able to see the effectiveness of new brand assets in shaping consumers' consideration to purchase Sunlight over competitors, as we reshaped our strategy in driving awareness & consideration.
—Lahari Balagalle, Manager – Digital Strategy, Mindshare
