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Unilever leverages Google Cloud to improve marketing reach

Unilever has leveraged a wide range of technologies from Google Cloud, including translation, visual analytics and natural language processing, to better understand its customers.

The FMCG titan, with brands including Dove and Ben & Jerry’s, operates in more than 190 markets around the world. After working with Google Cloud it claimed it has been able to create one billion one-to-one relationships with its customers.

Using these insights Unilever has improved its advertising campaigns, by adding scale, reach and personalisation.

One example is an advert for Close-up toothpaste in Asia. Firstly, Unilever used search analytics to discover the second most searched-for term for their website users was “learning how to kiss”. The manufacturer decided to build a three-day campaign for the brand around Valentine’s Day across six key markets in Asia – using social media data to create culturally relevant content in each region.

Unilever then used Google Cloud’s Cloud Vision API to analyse user-generated content from social media hashtags associated with the campaign and Valentine’s Day. These insights then led to the creation of six-second adverts which played on Instagram, Facebook and YouTube, which were then fine-tuned using the Natural Language API which monitored comments.

The campaign reached 500 million people and the brand reported a positive uplift in engagement.

“Part of what makes Google Cloud a great partner is its brainpower and resources. The data-centric culture of test, learn and optimize has been a hallmark of our relationship, and it makes us confident that we’ll be seeing fantastic new products and applications from them in the future,” says Alex Owens, VP and global people data centres at Unilever.

“At Unilever, we believe in purpose-driven brands. Google Cloud’s products are rich in quality and purpose, and its people are committed to customers like us.”

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