Unilever Male Grooming: Locker Room – Grooming boys to be men

Shankar Rajagopal

Campaign details

Brand owner: Unilever
Agency: Mindshare
Brand: Unilever Male Grooming
Country: Malaysia
Channels used: Internet – display, Internet – microsites, widgets, Internet – search, Mobile and apps, Public relations
Media budget: Up to 500k

Executive summary

Unilever needed to own Malaysia's fast-growing male grooming segment, through a first-in-market and innovative communication approach that would take it leagues ahead of the existing competition, and ensure that its brands reach out and engage with their core audiences.

Through original insights arrived at by media agency research, Unilever understood that Malaysian men like forming 'tribes' or 'brotherhoods' around common interests. Unilever capitalised on this opportunity and created an online hangout space for men – 'Locker Room'.