Case Study: Conimex (Unilever’s leading Asian food brand) achieves 20% lift in ad recall and 6% lift in product awareness with Facebook

Conimex - Customer Case Study

Conimex, the Netherlands’ leading Asian food brand (owned by Unilever), makes stir-in wok pastes that let consumers cook authentic Asian dishes quickly. The brand aimed to boost product awareness, market penetration and share of wallet among women aged 20–49, with a particular focus on increasing appeal to 18–24-year-olds.

Conimex ran a 5-week campaign of eye-catching boosted posts—developed with Facebook’s Creative Shop and Social Embassy and planned by Mindshare—alongside TV, using Facebook’s reach-and-frequency tool to control exposure. The campaign delivered strong results: 20% lift in ad recall, a 6% lift in product awareness (8% among 18–24s), a 2% lift in brand association, and substantial incremental reach from Facebook (23% of total reach exclusively from Facebook and 47% of reach among light TV viewers provided exclusively by Facebook).

Conimex

Harry Dekker

Media Director Benelux