Case Study

Case Study: Unilever Designs Content Around Customer Interests, Not Products

The All Things Hair Program Reinvents Brand Marketing To Address 11 Billion Annual Hair Care Searches

September 22nd, 2015
RS
Ryan Skinner
With contributors:
Luca Paderni , Carlton Doty , Kasia Madej , Laura Glazer

Summary

The world's third-largest consumer packaged goods (CPG) company does not radically change how it goes to market often; this case study explores how Unilever did just that. It began when the CPG giant discovered that its hair care customers look for hair care information 11 billion times per year, and that it — along with all its brand competitors — was failing to help these customers. Unilever's response forced it to make a radical change: develop a brand communication strategy around customers' needs instead of products or brands. Together with its agency partner Razorfish, Unilever packaged its response as the program "All Things Hair," which quickly became the world's leading branded YouTube channel for hair care, while expanding from three pilot countries to more than a dozen. Read this report to learn first-hand how Unilever managed the transition from product-centric to customer-centric marketing.

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