HomeUnilever and Exarta Enters the Metaverse: Navigating Virtual Reality

Unilever and Exarta Enters the Metaverse: Navigating Virtual Reality

The Unilever and Exarta Metaverse campaign shows how skincare brand can utilize the marketing landscape in the Metaverse.

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Updated: April 4, 2023
Tresseme x Exarta

Unilever, a multinational consumer goods company, has recently been making waves in the marketing world by stepping into the Metaverse with the help of Exarta, a creative agency specializing in virtual experiences.

Rashid Ali, CEO and Co-Founder of Exarta expressed his excitement about collaborating with the TRESemmé team to develop this experience.

He praised Unilever for prioritizing innovative Web3 experiences for their consumers. He also looks forward to working on future projects with the company.

The Campaign–to Increase Brand Awareness, Engagement, and Loyalty in a New and Exciting Marketing Space

The Unilever and Exarta Metaverse campaign aimed to create virtual experiences for users that would increase engagement with Unilever’s various brands.

It included Tresemme, a haircare brand, and different skincare brands.

By partnering with Exarta, Unilever created virtual events and experiences that provided users unique opportunities to engage with the products, including virtual try-ons and interactive games

According to Humza Mahfooz and Zoha Akhtar of the TRESemmé brand team at Unilever Pakistan, they are thrilled to introduce an avatar-based premium styling experience.

Which empowers women to take control of their fashion and interact with a community of TRESsetters in real time with just a few clicks.

Coach has launched its inaugural virtual shopping destination, tailored for the holiday season, which takes inspiration from a vintage Coach store.

The interactive platform allows guests to navigate through themed rooms, and shop the holiday collection. Also, engage in a game with the brand’s mascot, Rexy, to unlock exclusive prizes.

Visitors can also watch live-stream videos featuring their friends and influencers while shopping.

Obsess powers the virtual store, which showcases a range of Coach styles, including the Tabby and Rogue.

It’s a dedicated section for holiday party bags and new giftable items, and a unique collection featuring Rexy.

The campaign’s ultimate goal was to increase brand awareness, engagement, and loyalty in a new and exciting marketing space.

Tresseme x Exarta

How Does This Differ from Other Campaigns in the Metaverse?

The Unilever and Exarta Metaverse campaign departs from traditional marketing strategies. The brand often relies on conventional media such as TV commercials, print ads, and billboards.

By stepping into the Metaverse, Unilever was able to provide users with a unique and immersive experience. It allowed them to engage with the brand on a more personal level.

It is a departure from past campaigns, which often focused on reaching as many people as possible through traditional media channels.

In addition, the Unilever and Exarta Metaverse campaign also utilized cutting-edge technology. Such as virtual try-ons and interactive games, which are not typically found in traditional marketing campaigns.

By standing at the forefront of technology and innovation, Unilever created a campaign that stood out in a crowded market and provided users with a unique experience.

Check out Exarta introducing Tresseme in the Metaverse

How did the Campaign Perform?

According to the marketing analysis, the Unilever and Exarta Metaverse campaign was a resounding success. Here are some key takeaways:

  • The campaign saw high engagement rates, with users spending longer minutes engaging with the virtual experiences.
  • The interactive games and virtual try-ons were particularly successful, with many users sharing their experiences on social media.
  • The virtual events also generated significant buzz, with many users expressing excitement about the unique opportunities provided by the campaign.
  • The campaign successfully increased brand awareness. Also, many users expressed interest in trying Unilever’s various products after engaging with them in the virtual world.

Overall, the Unilever and Exarta Metaverse campaign was a groundbreaking success regarding engagement, brand awareness, and user experience.

One user said, “I’ve never felt so connected to a brand. The virtual experiences were unique and excited me to try out Unilever’s products in the real world.”

Tresseme x Exarta

What Could Unilever Learn From Other Campaigns in the Metaverse?

The Unilever and Exarta Metaverse campaign was a groundbreaking success that provided users with a new and exciting way to engage with Unilever’s brands.

As virtual reality and the Metaverse become more prevalent daily, campaigns like this will become the norm rather than the exception.

However, Unilever could learn from other brand campaigns in the Metaverse, such as Listerine one of Johnson & Johnson’s products.

The brand aimed to develop a gaming experience combining entertainment, education, and promoting Listerine’s mouthwash products.

The game “Breathcalypse” seeks to engage players while educating them on the significance of oral hygiene and promoting using Listerine’s mouthwash products.

Unilever could learn how to educate players about hygiene while giving them an immersive experience.

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