Case Study: Unilever achieves future-proofed audience targeting and 16% brand awareness lift with The Trade Desk's UID2

Unilever dials into global-first audience-targeting solution

Unilever Thailand worked with The Trade Desk to future-proof its audience-targeting strategy ahead of third-party cookie deprecation, while also boosting awareness for its Sunlight dishwashing detergent. The company needed a scalable, privacy-conscious way to use its CRM data, especially phone numbers, to reach home-care consumers in Thailand.

The Trade Desk implemented a global-first Unified ID 2.0 (UID2) campaign using hashed phone numbers and email addresses, alongside OTT video and an InMobi Pulse brand lift study. The result was a 30% lower CPCV, 1.9x higher CTR than second-party data targeting, and a 16% lift in brand awareness; phone-number targeting also delivered 13% higher viewability and 2% higher VCR than email addresses.

Unilever

Nidarat Urailertprasert

Digital Marketing, Media, dCommerce and Data Lead