In today’s fast-paced digital world, it is crucial for businesses to stay ahead of the game and reach their target audience effectively. Dove, a personal care brand under Unilever, has done just that with its latest advertising campaign. In partnership with Unilever Australia & New Zealand and PHD, the fully-converged campaign delivered a 20% increase in unique reach compared to a control campaign that relied solely on linear broadcast channels.
The First of Its Kind: End-to-End Campaign on Linear TV and Digital Displays
This trailblazing campaign was the first in Australia to be delivered across both linear TV and digital screens at the same time, allowing audiences to freely move between Seven and 7Plus during the campaign’s run. The converged approach included a 31% audience allocation to BVOD on 7Plus, resulting in a significant boost in reach for Dove.
BVOD Works Best for Reaching Younger Demographics
BVOD was particularly effective in reaching the campaign’s younger target demographic, with 7Plus driving a 43% uplift in reach among 18 to 39-year-olds. During the four-week campaign, which started on October 16th, BVOD added 28% more unique viewers than linear viewing.
Diversifying Audiences Across Linear and BVOD Screens Increases Reach
With only 4% of the total audience being duplicated across Seven and 7plus, it is clear that diversifying audiences across both linear and BVOD screens increases the available audience and reach. The new industry measurement tool VOZ was used throughout the campaign to ensure maximum effectiveness and efficiency in reaching the target audience of Dove.
Exciting Plans for Converged 2.0 Across More Brands in 2023
Unilever ANZ Media & Digital Hub Director, Sarah Sorrenson, highlighted the importance of testing new methods of planning, optimising, and buying video in a world where 66% of Australia has a connected TV and more consumers are turning to BVOD.
Also read: Content Creation Trends in the New World of Advertising
Sorrenson said, “With more than 66% penetration of connected TVs in Australia, and more Australians than ever before consuming BVOD, we knew it was imperative to test new methods of planning, optimising, and buying video, to ensure our brands remain unmissable in broadcast media.
“The trailblazing converged trial with the Seven Network and PHD was a success, enabling us to drive both incremental reach and significant improvements in efficiencies. We’re excited to roll-out converged 2.0 across more brands in 2023.”
Leading the Way in Converged Trading for Brands
Seven West Media’s Chief Revenue Officer, Kurt Burnette, praised the campaign’s results, stating that true converged trading is a key part of Seven’s commercial strategy. Burnette said, “True converged trading has been a key part of Seven’s commercial strategy as we work with innovative and like-minded partners to forge the future of converged video trading in this country. The insights from this campaign are global leading and proves that converged trading will deliver tangible business benefits for brands.”
Alex Tansley, Seven’s Head of Converged Audience Trading, concluded by saying, “We are thrilled with the results of this campaign, which clearly demonstrates the effectiveness of converged media campaigns in reaching a wider audience and driving engagement in hard-to-reach younger audiences who are increasingly consuming video content online.
“With BVOD set to continue its explosive growth on 7plus in 2023 – with 7Bravo and hit content from NBCUniversal landing on the platform from this month – we look forward to working with more brands to leverage the power of BVOD and the mass reach of Seven’s linear channels to engage new audiences.”
