Home  › Media › Mobile
unilever

Unilever: Mobile is Key to Reaching the "Unreachables" [Video]

  |  December 20, 2013   |  Comments   |  

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.

unilever

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."

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Adaline Lau

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+.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...