Panvel and Unilever Case: Retail Media Boosts Dove Sales

Digital Action for Performance and Awareness

The pharmacy sector has gained strength in the digital beauty and personal care retail, paving the way for the development of Retail Media. This involves placing ads on retailers' e-commerce platforms to run digital media campaigns that support sales and awareness goals, among other performance-focused strategies.

Liana Bonifacio, Retail Media Coordinator at Unilever, emphasizes that "the role of Retail Media has been extremely important not only for accelerating sellout at retailers but has also proven effective in brand building. That said, the partnership with Panvel was truly successful and effective, as our products align well with the pharmacy category."

Therefore, Unilever joined forces with Panvel for a Retail Media digital campaign featuring the Dove brand, focusing on the South Region and some neighborhoods in São Paulo's capital. The goal was to improve the sales performance of Dove soap and its kits on Panvel's e-commerce platform while reinforcing the brand's awareness in this channel.

Customer Journey and Retail Media Actions 

By integrating business capabilities, strategy, and media, we operate as a Next-Gen Company, offering multidisciplinary solutions to enhance the execution of Retail Media plans, enabling excellent sales results and medium to long-term positioning.

We covered the entire customer journey, from consideration to the final click on Panvel's website or app to support Dove sales, with a focus on Retail Media. For the campaign, we spanned awareness, consideration, conversion, and user retention layers, evaluating the best ad, product, category, time, and the correct timing to display ads, in line with consumer preferences and buying habits.

"By maximizing the potential of digital channels with respect to consumer data, we help Panvel develop an additional revenue source and Unilever engage with its consumers at a time when they are more likely to consume, opening new frontiers of results. As a study we recently released indicates, Retail Media is the third wave of advertising and is gaining ground not only in pharmacy but also in various markets such as medium and large e-commerce platforms, supermarkets, and others, in addition to marketplaces that have been heavily investing in this area as well," says Nathalia Dalla Corte, our Vice President and Partner at Cadastra.

For Tiago Henrique Souto, Executive E-commerce Manager at Panvel, "the Retail Media strategy with Unilever worked very well because we unified the business strategy, looking at the brand's goal and alignment with the target audience. We identified what this audience needed, at what moment they were looking for a product for their consumption journey, and based on that, we built the best campaign, media, and CRM strategy."

Above-Expected Results with Retail Media, CRM, and Digital Strategies 

The strategy of advertising products on Panvel's digital platforms, using Retail Media and consumer navigation information, was crucial for the success of the collaboration between Panvel and Unilever.

With the solution presented by our team, we leveraged different expertise to implement a campaign focused on Retail Media and deliver impactful results:

• 64% growth in Dove sales on Panvel's e-commerce platform;

• Conversion rate reaching 4.26% with Retail Media actions;

• Campaign with a return 133% above expectation.