Unilever AIM White Now

The Overview:

Unilever's AIM tested the new Multi-Link Format against their historical single image carousels for their Traffic campaign. The Multi-Link Format, a new creative solution, allows brands to feature multiple clickable destinations within a single ad unit. AIM leveraged a split-test setup with this new format, utilizing a main image and three distinct product links, to engage their audience and direct them to specific landing pages to explore different variants of their "White Now" product line.

The Client:

Unilever AIM White Now is a toothpaste line focused on delivering instant and visible teeth whitening results. What makes the brand unique is its ability to provide an immediate whitening effect, enhancing consumers’ confidence in their smile from the first use.

The brand’s mission is to make everyday oral care more impactful and confidence-driven, offering accessible whitening solutions that fit into daily routines.

Its key selling points include:

• Instant whitening effect

• Visible results from first use

• Affordable and easy-to-use solution

• Strong focus on confidence and self-expression through a brighter smile

The Objective:

The overall goal of the campaign was to drive awareness and consideration for the AIM White Now range, while also encouraging users to explore the product portfolio in more depth.

More specifically, the campaign aimed to:

• Showcase the different products within the White Now line

• Drive traffic to the website

• Encourage users to click through and discover the benefits of each toothpaste variant

TikTok was leveraged to:

• Capture attention through engaging, visual storytelling

• Move users further down the funnel by combining awareness with action (clicks & exploration)

The Success:

The new format outperformed their standard campaigns driving:

• 33% higher CTR lift vs control

• 3x more efficient CPC vs control

Beyond the strong performance metrics, the campaign helped reinforce TikTok as an effective platform not only for awareness but also for driving meaningful user actions. It also contributed to stronger engagement with the brand’s product portfolio, encouraging users to explore multiple variants and building deeper consideration.

"Innovation is at the heart of Unilever’s DNA. This Multi-Link Alpha campaign for AIM delivered a 3x increase in CPC efficiency by empowering our audience to explore our product range on their own terms. It’s a powerful example of how the right format can transform a standard traffic campaign into a high-performance engine."

Valia Sakkou, Unilever – Digital Media & E-commerce Lead, 1U Europe, BPC & Foods