Transforming Unilever planning for community-centricity and cultural resonance
RMA worked with Unilever to lead and embed a transformative brand-building approach globally. This included:
Developing, rigorously testing, and implementing the new framework, refining an end-to-end marketing approach and validating the effectiveness for global teams.
The new approach revolutionises how Unilever define their brands to be rooted in the communities they serve.
Securing total business buy-in and rolling out the new process across every brand and market.
Delivering comprehensive global training, leading 25 priority brand teams and their agency partners to transform their brands.
Brands are facing unprecedented competition for attention, they can no longer act solely as advertisers; they must become cultural contributors. Unilever needed to transform their approach to building brands, moving to becoming dynamic, culture-fit brands.
Opportunity
Solution
Results
The new framework, is now rolled out globally across 25 priority Unilever brands globally. It ihas been codified and embedded throughout the entire organisation, ensuring that cultural fluency and community-centricity become core capabilities.
All 25 brands in the first wave have generated social-first campaign ideas via the new approach generating buzz, new commercial opportunities and increasing meaningful and difference equity scores.
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