Case study: Unilever International
Introduction
Unilever International was established in 2012 as Unilever’s whitespace partner to serve segments that are too niche, small, or hard-to-serve, or that are non-strategic for the mainstream business. It is responsible for taking widely available Unilever products, like Wall’s Ice Cream and Dove soap, to over 100 million consumers in the most remote corners of the world.
Spurwing was engaged for a retainer with Unilever International, to build key media relations and strengthen the profile of their C-suite leaders by showcasing their thought leadership to employees and key stakeholders.
Challenge
Unilever International faced the challenge of distinguishing its operations from the broader Unilever brand in a crowded media landscape. The goal was to secure impactful media opportunities that would highlight their unique business model and elevate the visibility of their executive leadership.
Unilever International sought an agency capable of navigating a crowded media landscape while securing opportunities for them to cut through the noise with impactful narratives. These stories would help set Unilever International’s business operations apart from Unilever’s while enhancing the visibility of their C-suite leaders.
Services
- Communications strategy
- Stakeholder engagement
- Media relations
- Thought leadership
- Narrative & Messaging Development
Approach
To address these challenges, Spurwing developed a comprehensive media relations strategy focused on securing top-tier media and industry-trade publications, such as CNA938 and Human Resources Online. This involved conducting targeted media engagements, including insightful coffee chats for relationship-building and setting the stage for future media engagements with Unilever International’s C-suite leaders.
We also crafted a detailed communications strategy to commemorate the second anniversary and expansion of The Good Cart, Unilever International’s direct-to-consumer platform. This included crafting a media release as well as conceptualising various elements of their expansion plan.
Impact
The strategic approach yielded significant results:
- Secured 6 high-profile interviews with Unilever International’s executive leadership secured in key publications including CNA938, MONEY FM 89.3, Human Resources Online, HR Asia and Consumer Goods Technology.
- We reached more than 1.1 million people through print, online and broadcast channels.