Category A02. Data-Driven Targeting
Idea Creation INITIATIVE Moscow, RUSSIA
Media Placement INITIATIVE Moscow, RUSSIA
Additional Company ADV GROUP Moscow, RUSSIA
Name Company Position
Artyom Khokhlov Initiative Russia Product Lead
Lyubov Astakhova Initiative Russia Product Lead
Ksenia Zazulova Initiative Russia Client Innovations Director
Elena Ermakova Initiative Russia Strategic Director
Aleksandra Voytsekhovskaya Initiative Russia Senior Media Planner
Maria Shmidt Initiative Russia Digital Buyer
Dmitry Masyachin ADV Digital Programmatic Buying Manager
Yury Murashkin ADV Digital Junior Programmatic Buying Manager
Irina Kotik Unilever Media and Marketing Communications Director
Anton Afanasiev Unilever Digital media and Data governance lead
Daria Kurbanova Unilever Dove Hair Brand Manager
Anastasia Lander Unilever Senior PR manager
Alexandra Eliseeva Unilever Trade Marketing Manager

The Campaign

Open data is the idea that some data should be freely available to everyone to use without restrictions from copyright. But according to studies of data-scientist only about 1% of open datasets are suitable for use and machine processing. We could find a dataset suitable for use. Using mathematical algorithms we combined houses into clusters for high-precision targeted advertising. Every creative material contained the address of the nearest store. Thus, we told not only about the shampoo itself, but also told about where it can be bought. No advertisers have previously used this cultural and household feature of Russia in promoting their products.

The campaign achieved high reach and involvement level: — 5 mln contacts — 1.2 mln unique reach of women exactly the right time, when they had no hot water — Product awareness has increased by 10 percentage points (online survey by Tiburon Reasearch) — Product sales have increased by 5% (vs similar period without media support).

In the world of Big Data, where advertisers spend millions to obtain information about their consumers, we found a completely free solution by using open data from the web portal of the Moscow Government. We did not collect personal information about users, but could create a personal appeal to each person from the target audience.

All the targeting were based on open data. Moscow Government every year uploads dataset with hot water shutdown schedule, it includes a more 80 000 line items. Dataset includes address of location, type (living quarters or non-residential facility), start and finish date of annual overhaul. List of location was sorted, non-residential facility was excluded, all living quarters addresses were processed into coordinates, mapped and combine into clusters (several multi-storey houses standing at a slight distance from each other). The biggest Russian publishers Group, Yandex, VKontakte (the biggest Russian social network) and Odnoklassniki (the second biggest Russian social network) allow to show display ads only for people who lives in particular area. We used this feature for our campaign: woman could be at work or on weekends outside the city, but she still saw the banner corresponding to her place of residence. We launched the ad campaign, where the message about dry shampoo was shown to a woman exactly at the time when hot water disappeared from her house. We communicate with a woman in this particular moment when she was the most susceptible to the message from Dove (she did not have hot water in the apartment).