Rudratej Singh, South Asia Unilever exec shares how the CPG uses mobile to engage the "have nots" and "have lots" to build brand awareness and loyalty in the region.
Faced with a fragmented media landscape, Unilever has to find a way to reach what it coins the "Unreachables" - the "have lots" and "have nots."
In Southeast Asia areas such as Thailand and Indonesia, large portions of consumers have low income and little access to electricity, let alone television.
Meanwhile, the "have lots" are spoiled for media choice, avoid ads, and are platform agnostic.
So to reach the unreachables, Unilever sees mobile as key, Rudratej Singh, South Asia Unilever exec tells ClickZ.
Watch this video interview as the vice president for HPC and Foods Marketing Operations explains why Unilever spends almost one billion in digital ad dollars in Asia using mobile as one of its competitive drivers to engage the rural and media-savvy audiences in brand building and loyalty efforts.
The CPG also shares how it builds its digital capabilities in the region through a Unilever Media Lab, a substantial "experimentation fund", and strategic partnerships.
Rudratej Singh, vice president, South Asia, HPC and Foods Marketing Operations at Unilever gave his keynote address on Beyond traditional - Reach, Engage, and Transform at SES Singapore on Dec 3.
A believer of content is king, he ended his keynote with this quote:
"We don't have 30 seconds to be interrupted, but we have 30 minutes to hear a great story."
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Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
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