Challenges
Managing performance media across 15 diverse Southeast Asian markets created operational complexity and prevented regional optimization.
Solutions
Implemented Epsilo to create unified workflows, centralized insights, and AI-powered optimization across all 15 markets.
15
markets unified
Scaled operations across Southeast Asian markets on one platform.
4.2x
campaign efficiency
Improved execution speed and reduced operational overhead.
60%
faster time to market
New market launches reduced from months to weeks.
45%
ROI improvement
AI optimization and unified insights drove performance gains.
Regional expansion constrained by operational complexity
Unilever's Southeast Asian performance media operations spanned 15 markets, each with unique marketplace dynamics, consumer behaviors, and competitive landscapes. The team managed operations independently per market, creating inefficiencies and preventing regional optimization.
As performance media investment grew, the operational burden became unsustainable. Launching campaigns across all markets required weeks of coordination, missing critical seasonal opportunities and preventing rapid response to market trends.
Unified platform with local flexibility
The strategy focused on creating operational unity while respecting local market nuances. Unilever needed standardized workflows that could be customized per market, not rigid one-size-fits-all processes.
Epsilo provided the unified workspace where all markets connected their campaigns, while local teams retained control over market-specific strategies, creative, and targeting appropriate for their consumers.
AI-powered regional optimization
Each market connected their retail platform accounts to Epsilo, immediately gaining unified dashboards and AI optimization. The agentic AI system monitors campaigns continuously across all markets, making adjustments that compound into significant performance improvements.
Campaign templates and best practices from high-performing markets became immediately available to all teams. Successful strategies in Thailand could be deployed in Vietnam within hours, not weeks.
Transformation through unification
Campaign efficiency improved 4.2x as unified workflows eliminated redundant work. The team scaled from 5 to 15 markets in 6 months with the same headcount, achieving 60% faster time to market for new campaigns.
ROI improved 45% in the first quarter as AI optimization and regional insights drove better performance. The team now operates as one coordinated unit, sharing learnings and optimizations in real-time across all markets.
