Unilever.

Unilever were looking for a Digital Marketing agency that would elevate their use of CRM and Paid Media

CRMPPC

+60%Reaction rate from inactive users
+308%Avg. order value
+97%Repurchase on products

The Client.

Unilever is a British multinational consumer goods company with their headquarters in London. Unilever products span a number of different categories, include food, condiments, bottled water, baby food, soft drink, ice cream, instant coffee, cleaning agents, energy drink, toothpaste, pet food, personal care and more. These collections are available in over 190 countires making them one of the worlds largest consumer goods producers.

The Challenge.

Unilever had two main goals.

  • Build a process to integrate offline and online channels in order to create new conversion and loyalty strategies, which would impact users throughout their entire customer journey and improve their experience.  The client wanted to ensure that customers can easily move between offline and online channels, while receiving same level of service.
  • Develop a Loyalty Program to engage its portfolio of customers. They needed a strategic partner to carry out the planning, execution and integration of the program. Their objective was to understand how to encourage customers to participate in the Benefits Program and deliver a fully personalised experience.

The Approach.

To support the integration of offline and online channels we built a team of analysts to investigate customer behaviour, and after generating 5 unique consumer clusters were able to map every touchpoint across online, and offline channels from awareness to post-purchase phase, helping to create a consistent and seamless experience across all channels.

For the CRM exploration, we developed a classification model for Unilever’s customers according to their order frequency.

Using this segmentation we were able to develop and execute a personalised communications campaign with financial data for each client.

By dividing the audience into smaller groups based on specific characteristics, we could create ads that speak directly to the interests and needs of each segment. This made the messaging more relevant and increased the likelihood of conversion.

Unilever

The Results.

Through our work, we were able to meet the and exceed the expectations of the client. Including:

PPC

  • +60% Reaction rate from inactive users
  • 24% Share in website revenue
  • 3rd Channel in revenue (CRM)

CRM

  • +308% Avg. order value
  • +97% Repurchase on products
  • 300 New clients

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