Case Study: Unilever boosts Magnum Remix awareness and footfall with The Trade Desk

Unilever enjoys a taste of success with its outdoor ice cream campaigns in Singapore

Unilever worked with The Trade Desk and its agency Mindshare to extend awareness and consideration for Magnum Remix ice cream in Singapore. With consumers returning to physical stores after COVID-19, Unilever wanted to go beyond its previous display and video campaigns and better understand how outdoor advertising could drive both impulse buying and upper-funnel brand impact, especially through programmatic digital out-of-home (DOOH).

The Trade Desk helped activate a programmatic DOOH campaign using Clear Channel’s Arcade and Spree screens and Adsquare footfall measurement to track store visits after ad exposure. The campaign delivered 4.15 million impressions and 8.39 million footfall conversions in less than a month, while mid-campaign optimizations increased footfall conversions by 1.8x and reduced CPM by 1%, giving Unilever valuable insights into the best times and locations for DOOH ads.

Unilever

Ellen Yap

Country Lead