Case Study: Unilever tracks a Dove competitor’s growth in rural Colombia with Latana

Unilever tracks a Dove competitor in rural Colombia with Latana

Unilever faced the challenge of tracking the performance of its Dove brand and a key competitor within the Shampoo & Conditioner category in rural Colombia, where obtaining reliable data was difficult. To overcome this, they turned to vendor Latana for its brand tracking services to gain granular insights into their complex target audience.

Using mobile-first surveys and Bayesian modeling, Latana delivered reliable monthly updates on core KPIs for Unilever. This solution provided the necessary data to assess the impact of marketing efforts over time and within key segments, enabling Unilever to react to changes in brand consideration and improve its rural reach at a low cost.

Unilever