Sponsored Product Ad
Unilever’s digital commerce strategy underwent a paradigm shift with the introduction of Takealot’s Sponsored Advertising platform.
Led by Kamesha Naidoo, the Africa Digital Commerce Lead for Unilever, this success story unveils the transformative impact of sponsored products on Unilever’s brand presence and sales growth in the highly competitive digital marketplace.
First Mover Advantage with Takealot Group Advertising RPM
Takealot Group Advertising RPM, a pioneering self-service model, marks a significant milestone for South Africa, securing its position as the first to introduce this innovative approach. According to Naidoo, “The Takealot Group Advertising RPM is a first for South Africa. They’re the first to launch a self-service model. And because of that, they’ve gained a first mover advantage.”
Sponsored Search: A Global Priority for Retail Media Channels
Globally recommended as the top-prioritised retail media channel, sponsored search with Sponsored Products holds a crucial position in the convert stage. Naidoo emphasises, “Sponsored search with Sponsored Products is recommended globally as the number one priority on retail media channels.”
Dynamic Team and Real-Time Optimization
Naidoo attributes two major benefits to the platformâthe energy of the dedicated team and the platform’s live nature. She mentions, “One of the biggest benefits of the platform is the energy of the team that sits behind it and their willingness to partner with the supplier. The second benefit is that the platform is live.”
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Tangible Results and Exponential Growth
Unilever’s success on the platform is quantifiable. Naidoo notes, “In a month where we activate sponsored products, our sales on average 32 percent higher than a month without investment.” The introduction of sponsored keywords has further amplified their results, contributing to the highest recorded Return on Advertising Spend (ROAS) in Unilever’s businessâaveraging an impressive 19.51.
Shopper Intent Captured through Paid Search
Paid search on the platform captures shopper intent, positioning sponsored products as a strategic investment for ongoing brand presence and effective conversion. Naidoo concludes with a resounding recommendation for brands, stating, “Paid search captures shopper intent. And I would advise any brand to invest behind Sponsored Products to ensure their ongoing presence and effective conversion.”
Unilever’s journey with Takealot Sponsored Advertising stands as a testament to the platform’s transformative capabilities. From first-mover advantages to tangible sales growth and the highest ROAS, Unilever’s experience exemplifies the strategic prowess of sponsored products in shaping a brand’s success in the digital retail arena. Ready to revolutionise your brand’s presence? Explore the possibilities with Takealot Sponsored Advertising and position your products for success in the dynamic world of e-commerce.
Ready to Transform Your Business?
Embark on a journey of success in the digital realm with Sponsored Advertising on Takealot. Discover the possibilities today and reach out to our team for expert guidance. Elevate your brandâs visibility, engage your audience, and drive sales with Sponsored Advertising â the pathway to digital triumph.
