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Unilever Haircare CTV + Household Sync

CONNECTED TV · HOUSEHOLD SYNC

Unilever Haircare CTV + Household Sync

Unilever Haircare CTV + Household Sync

How we delivered 95% view-through and 3X household reach for a premium haircare campaign on Pakistan's fastest-growing screen.

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

Islamabad Overperforms

Islamabad Overperforms

Across every CTV campaign we've run, Islamabad delivers significantly higher view-through rates than Karachi or Lahore. For premium haircare, Islamabad's urban female demographic is both harder to reach on standard digital and more valuable in terms of purchase intent.

Household Sync Closes the Attribution Gap

Household Sync Closes the Attribution Gap

The biggest objection to CTV in Pakistan is "how do we know it worked?" Household Sync answered that by showing the same household — watching on TV at night — clicking on a product page on their phone the next morning. Attribution went from qualitative to quantifiable.

Non-Skippable Attention is a Premium Worth Paying

Non-Skippable Attention is a Premium Worth Paying

A 95% VTR means 95% of viewers watched the full 30-second ad. Compare this to a 5-second skip threshold on YouTube where true attention is unmeasured. The CPM premium for CTV is real — and the attention premium justifies it.