Unilever – Loyalty program with more than 3 million customers participating within 3 months

CLIENT

Unilever is one of the world’s leading FMCG corporations and has been present in Vietnam for more than 25 years.

The company owns a large market with a diverse customer base. In the context of digital transformation reshaping business and operations, the brand quickly adapted and seized opportunities to optimize growth.

CHALLENGE

With its large-scale operations, Unilever faced greater challenges as each brand within the group operated independently, using different agencies and platforms for campaigns.

This created issues of data fragmentation, lack of coordination among brands, and difficulties in measuring overall performance and return on investment.

In addition, Unilever faced risks related to advertising fraud. Therefore, the company needed to leverage its data assets, optimize acquisition costs across all brands, and improve shopper data quality to enhance customer experience through marketing and loyalty programs.

SOLUTION

Unilever implemented the Utop platform to build a sustainable shopper database for personalized engagement across all Unilever brands. By scanning receipts from MT channels, Unilever gained deeper insights into shopper behavior and purchasing habits. This enabled the company to build effective loyalty programs, promotional campaigns, and personalized engagement strategies to improve customer retention.

Using the Utop platform, Unilever launched the UHub loyalty campaign through the landing page quatangunilever.com. Customers who purchased Unilever products at supermarkets or convenience stores could join the program by taking photos of their receipts and uploading them to the website. For every 1,000 VND spent on products, customers earned 1 reward point. Accumulated points could then be redeemed through an online gift store featuring vouchers and exclusive offers from Utop.