Hindustan Unilever Limited (HUL) is India’s largest Fast Moving Consumer Goods company with a heritage of over 80 years in India, touching the lives of two out of three Indians. With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skincare, toothpaste, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the company is part of the everyday life of millions of consumers across India.
Conceived in 2012, HUL’s Kissanpur campaign emphasizes the importance of real, natural experiences. Through fun and educational content, kids are encouraged to connect with nature by sowing seeds and growing juicy tomatoes.
As part of the “100% Real” campaign, the brand also launched the “Kissan 100% Real Blogger” contest, inviting bloggers from the country to share their “100% real experiences” stories of growing up. The contest was followed by a digital film titled “Kissanpur – Real Joy of Togetherness.” Hosted on the website and social media, the short film sought to connect the brand with parents on an emotional level.
Kissan realized the importance of using content marketing to engage with their target audiences, however, developing a great story and message that was appealing through video content alone was not sufficient enough to capture the attention of their audience. They quickly realized the need to integrate their marketing efforts with a content distribution strategy.
With a reach of over 23 million monthly unique visitors on desktop and more coming from mobile in India, Outbrain was the perfect partner for HUL to drive audiences consuming content on premium publisher sites to the Kissan home page.HUL launched a campaign to drive traffic to two pages with same video content:• Earned Media: An article on Storypick covering the video.• Owned Media: The video embedded on the www.Kissan.in homepage.
By using Outbrain, Hindustan Unilever’s content marketing campaign delivered the following results by driving audiences from premium publisher sites to the Kissan homepage.