Sunlight
Sunlight lights up TikTok with impact & recall in Pakistan!
The objective
Building awareness & recall for Sunlight 2-in-1 Washing Powder
When Unilever launched Sunlight 2-in-1 Washing Powder on TikTok, the challenge was to make the brand instantly recognizable and memorable among women in Pakistan. The ambition wasn’t just to reach people, but to truly make an impact: building awareness and recall at scale.
The solution
Turning awareness into measurable results with Brand Lift Study
Sunlight chose TikTok to not only reach millions, but also to connect with people in ways that felt authentic and memorable.
The campaign combined TopView and TopFeed ads to secure instant visibility from the moment users opened the app, while In-Feed ads sustained brand presence in a cost-efficient way throughout the month.
To make the experience more playful and interactive, Sunlight layered in an Interactive Add-On, transforming passive viewing into active participation. To measure effectiveness beyond campaign metrics, a TikTok Brand Lift Study was set-up along with the campaign, tracking impact on metrics such as ad recall and awareness.
Creative assets leaned on upfront branding and celebrity talent, ensuring the brand was instantly recognizable within the first few seconds. This approach blended TikTok-native storytelling with clear brand cues, striking the right balance between entertainment and awareness.
The results
Delivering scale, impact & interactivity on TikTok
The campaign delivered both scale and efficiency, proving that TikTok could reach millions while generating measurable brand lift. Over just four weeks, Sunlight 2 in 1 Washing Powder reached 78% of its target female audience in Pakistan, serving more than 94.5 million impressions.
The use of the Interactive Add-On further amplified engagement, generating 14.1 million impressions and driving over 42,000 activity clicks, which transformed passive viewing into meaningful interaction. Most importantly, the TikTok Brand Lift Study confirmed the campaign’s effectiveness, showing a significant +9.9% uplift in Ad Recall and a +6.3% uplift in Awareness. These results underline TikTok’s ability to deliver both human connection and brand impact at scale, making the campaign a huge success for Sunlight.
Sunlight currently holds a modest 4% share of the category. As a smaller player, sustaining consistent media investment has often been a challenge. This led us to adopt a more strategic and selective approach—focusing on fewer, high-impact platforms to maximize reach and drive top-of-mind awareness. TikTok emerged as a game-changer, delivering exceptional ROI despite our constrained budget. This experience reinforced a powerful insight: when resources are limited, precision beats scale. Focused, well-targeted initiatives can outperform broad, diluted efforts—proving that sometimes, less truly is more.