Applying a challenger brand mindset to some of the world’s loved heritage brands aiming to massive decrease single use plastic in homecare.
We were briefed to build, launch and grow Unilever’s first sustainably focussed DTC site for home & hygiene brands. Developing the Lever Direct brand strategy and to market strategy. Phase one included numerous workshops to identify a strong point of difference and reason for existence for the initial DTC offering. Phase two involved working with the Unilever R&D team and Design Bridge to create a new offering of reusable bottles and dillutable products for Unilever's heritage portfolio brands Cif, Domestos and Persil.
Built around strategic, ideation workshops to identify a strong point of difference and reason for existence. Launched in two phases, phase one
was to test a number of current bundles using Unilevers heritage brands Cif, Domestos, Persil etc on a custom built site we created. We built a performance marketing rollout plan from there using the new branding collateral.
Phase two we evolved the look and feel and tone of voice relating to our first six months of trading data, and built a portfolio of NPD key products with the aim of no compromise on the planet, price or performance. We then built our second performance marketing system
We saw a much improved click-through rate with ads and huge increase in conversions after a number of rounds of a/b/c testing numerous creative routes,
