Unilever is to pump more of its ad spend into charities, working with ‘ethical adtech platform’ Good-Loop on a Snapchat push for Lynx as it looks to both drive effectiveness and underscore purpose.
Good-Loop lets brands drive engagement by incentivising consumers to watch ads online by giving them the chance to ‘unlock’ a charity donation at the end of the experience – meaning non-profits benefit from the revenue it derives from views.
Unilever has already been working with the platform on a pilot for Knorr that funnels money into external charities, now it is letting Snapachat users ‘donate’ to anti-bullying charity Ditch the Label by when they opt-in (or ‘swipe up’) to watch a vertical video ad for the deodorant within the messaging app.
The Lynx ads, which feature Made in Chelsea star Ollie Locke and Manchester United midfielder Marouane Fellaini go live on Snapchat this week and Unilever will donate 10p to Ditch the Label every time a user opts to swipe up and learn more.
Good-Loop and Unilever haven’t released any figures around their initial Knorr pilot, but Unilever’s willingness to buy into the proposition for one of its most high-profile brands hints at a successful initiative.
Good-Loop has courted investment from purpose-driven brands with its revenues more than doubling in the last month. The business has raised almost £200,000 for charity since launching in 2016 and it’s on track to reach its goal of £5m by 2020.
The platform, which was founded by former Ogilvy graduate Amy Williams, claims its tech can help brands up their engagement on premium video two-fold, making it an attractive proposition for brands looking to marry effectiveness with ethics.
Along with Unilever, Nestlé has been working with Good-Loop to pump money back into its own cocoa plant farming sustainability scheme when people watch ads online, in September it said it was already mulling extending the pilot to other brands.
Shoe brand Toms, meanwhile, recently raised £50,000 for charity, shared with Save The Children (35%), Ashoka (30%), and Centrepoint (35%).