Unilever has teamed up with ethical adtech platform Good-Loop as it looks to up its spend on charities with a push on Snapchat via its Lynx brand, according to The Drum.
The personal care giant is said to be looking to drive effectiveness and drive home its purpose, and has been working with Good-Loop via its Snapchat account to allow users to donate to anti-bullying charity Ditch The Label, which features in its Lynx adverts.
The adverts feature reality star Oliver Locke and encourage users to swipe up to learn more about the brand, with Unilever donating 10p to Ditch The Label for every swipe.
Having launched this week, the advert initiative followed a pilot scheme between Unilever and Good-Loop – a company that helps brands drive engagement by encouraging consumers to engage with an advert to unlock a charity donation at the end of the advertisement – on the Knorr campaign.
Good-Loop launched in 2016 and has currently raised £200,000 for charities, and is on target to hit the goal of £2 million by 2020.