Winning moments in Unilever Personal Care
Turning everyday routines into digital engagement
Challenge
Unilever Personal Care needed to create connected experiences that stand out in crowded environments and turn curiosity into measurable outcomes—boosting engagement, driving meaningful 1PD capture and enabling seamless purchase journeys.
Approach
A mix of intrigue-led packaging, media amplification and commerce integration was deployed. Culturally relevant CTAs sparked discovery, supported by social and creator content. Scan-to-buy journeys were tested across channels, while mission-led programmes sustained long-term engagement. Accessibility was embedded through AQR to ensure inclusive participation.
Business impact
High engagement and strong 1PD conversion
Intrigue-led designs outperformed traditional promotional QR approaches.
Commerce acceleration
Scan-to-buy proved more effective than scan-to-win, guiding future media and creative investment.
Sustained and inclusive participation
Purpose-led programmes maintained ongoing traffic, with AQR contributing a meaningful share of scans.
