Unilever's Knorr brand is testing an ad format that lets viewers choose a charity to donate to if they spend at least 15 seconds watching an ad. “It’s the first pilot we’re running and from our point of view there’s huge opportunity to scale this across other brands. The month-long trial will see viewers who watch online video ads for Knorr's Chicken Stock Pots and Beef Concentrated Stock in their entirety choose between charities WaterAid, The Trussell Trust or The People's Kitchen. Unilever has been experimenting with the idea of using social media as part of its advertising strategy since last year.
Unilever's Knorr brand is testing an ad format that lets viewers choose a charity to donate to if they spend at least 15 seconds watching an ad. The month-long trial will see viewers who watch online video ads for Knorr's Chicken Stock Pots and Beef Concentrated Stock in their entirety choose between charities WaterAid, The Trussell Trust or The People's Kitchen. Unilever has been experimenting with the idea of using social media as part of its advertising strategy since last year.