A global leader in the fast-moving consumer goods (FMCG) sector, Unilever boasts a diverse array of 400 brands in over 190 countries across multiple categories, such as food, beverages, cleaning products and personal care items. The brand places sustainability, innovation and consumers at the heart of their strategies.

As a global enterprise, Unilever encounters the challenge of ideating and implementing marketing campaigns that achieve extensive reach while complying with stringent data protection regulations, including South Africa’s Protection of Personal Information Act (POPIA). The company understands the necessity of responsibly collating consumer data while still delivering effective and successful marketing efforts. To address these needs, Unilever sought assistance from Vetro Media for the conceptualization and execution of campaigns for Rajah, Knorr, Aromat, Knorrox, Unilever Professional and Ola. Our task was to create campaigns that not only captured the target audience’s attention but also integrated data collection and strategies that comply with regulations.

To tackle this, Vetro Media’s dev team created customized technology platforms that could be adapted for various brands. This innovative strategy enabled the creative team at Vetro Media to repurpose these platforms for new creative ideas, providing unique value to Unilever. By investing in these initial builds, Unilever could utilize the platforms continuously with minimal ongoing development requirements, reducing the need for frequent updates and speeding up project timelines. Furthermore, the tech stacks received pre-approval from data governance teams, ensuring that all data and management practices adhered to POPIA requirements while maintaining timely campaign delivery.