How we delivered 95% view-through and 3X household reach for a premium haircare campaign on Pakistan's fastest-growing screen.
The Challenge
Unilever's haircare portfolio needed to reach women aged 25–34 in urban Pakistan with a premium message — but traditional digital channels were delivering declining attention. Banner blindness, skippable pre-rolls, and saturated social feeds meant media budgets were generating impressions without impact.
The brand needed a format that commanded attention at scale, reached the household decision-maker, and produced measurable results — not just reach numbers.
The agency brief called for a format that was new to Pakistan's media mix, with a clear way to measure cross-device influence: did a CTV ad on the family television actually drive action on a connected mobile device?
The Solution
We recommended Pakistan's first Household Sync campaign for Unilever haircare — running premium 30-second non-skippable ads on Connected TV, then syncing those impressions to mobile devices on the same household WiFi network within a defined retargeting window.
The targeting strategy focused on premium streaming inventory in the top three urban markets — with Islamabad prioritized based on our proprietary CTV engagement data showing the city consistently outperforms on view-through rates.
MediaSmart DSP was used for programmatic CTV buying, enabling household-level frequency management and cross-device attribution. Creatives were produced in two cuts: a 30-second brand-first CTV version and a 6-second mobile reminder cut for the Household Sync retargeting.
This wasn't just a media buy — it was a format introduction. Unilever's agency team (WPP/Dania) had not run CTV in Pakistan before. Happy Ads managed the full stack: strategy, buying, trafficking, and reporting.
Key Results
1.2M+
Total Impressions
95%
View-Through Rate
3X higher
Household Reach vs Standard Digital
Islamabad
Top Performing City
Female 25–34
Top Demographic (Household Sync CTR)
Client
Unilever Pakistan
Brand
Haircare (Sun / Dove category)
Format
Connected TV + Household Sync
Market
Pakistan — Karachi, Lahore, Islamabad
Partner
MediaSmart DSP
Year
Nov 6, 2025
Key Insights
