Unilever is a multinational fast-moving consumer goods (FMCG) company with a diverse portfolio of well-known brands across various categories, including food, beverages, cleaning agents and personal care products. With a strong focus on innovation, sustainability, and consumer-centric strategies, Unilever has established itself as a global leader in the FMCG industry with a presence in 190 countries.

As a large multinational corporation, Unilever faces the challenge of conceptualising and executing marketing campaigns that achieve massive reach but also adhere to strict data protection regulations, such as the Protection of Personal Information Act (POPIA) of South Africa. Unilever recognises the importance of collecting and managing consumer data in a responsible and compliant manner while still delivering engaging and effective campaigns. Unilever approached Vetro Media for campaign conceptualisation and roll-out for several brands, including Knorr, Knorrox, Aromat, Rajah, Ola and Unilever Professional. We were tasked with conceptualising campaigns that would capture the attention of the target audience but also incorporated robust data collection and governance strategies that complied with relevant regulations.

To address Unilever’s challenges, Vetro Media’s development team built customised tech platforms that could be reskinned for different brands. This innovative approach allowed the Vetro creative team to reutilise these custom platforms for new creative concepts, providing a unique value offering for Unilever. By investing in upfront builds, Unilever could employ these platforms on an ongoing basis with minimal development input, reducing the need for frequent updates and accelerating timelines. Moreover, the tech stacks were pre-approved by data governance, ensuring that all data collection and management practices for each new campaign already adhered to POPIA guidelines and that campaigns were always delivered on time.

Vetro Media works closely with the Unilever team to ensure that the creative concepts are carefully crafted with the necessary technical support solutions in mind. Once the creative concepts are approved, Vetro Media takes on the responsibility of executing the specific end-to-end solution. This includes managing competitions, developing USSD campaigns, QR codes for connected packaging, developing gamifications, implementing other mobile marketing solutions, and designing loyalty and rewards programmes for custom and existing channels such as WhatsApp. Throughout the process, Vetro Media ensures that all data collection and management practices adhere to POPIA guidelines, protecting the privacy and security of Unilever consumers.