In November 2024, we launched the Mangrove Campaign in UAE to restore and preserve these essential ecosystems, while linking in-store product purchases to real-world impact. Executed in partnership with LuLu Group, Mastercard’s Priceless Planet Coalition, and Emirates Nature-WWF, the initiative sought to address the long-standing value-action gap that has persisted in the industry despite consumers stating that sustainability remains a top priority.
While this five-year program has successfully funded and planted 6,000 mangrove trees in the UAE as a significant first step, the full restoration process and evaluation of carbon impact require continuous monitoring. Additionally, our integrated approach delivered a 12% uplift in sales across participating brands, confirming that sustainable choices resonate with consumers. We also observed a 13% increase in sales compared to previous months, reinforcing the connection between our sustainability-focused messaging and consumer action. However, real behavioral change takes time, and our strategy is to track these shifts over the long term.
The campaign generated significant engagement across digital and physical touchpoints:
Digital Metrics:
- Impressions: 63 million
- Reach: 9.8 million
- Clicks: 314,000
- Video Views: 7.1 million
- Campaign Awareness: Increased by 7.9 points
In-Store & Mall Engagement:
- In-store stands: Engaged 4,000 consumers
- Mall activation: Reached 529 consumers, yielding 259 pledges and 187 competition entries
The Virgin Radio competition, reached an estimated 630,000 listeners, boosting overall brand awareness.
As we move forward, Unilever Arabia remains dedicated to fostering sustainable practices and supporting environmental initiatives. The Mangrove Restoration Campaign is just one example of our commitment to creating a greener, healthier planet.