Unilever: The 4M management system for the group’s consumers makes membership value soar

Kiro Shi, Nicole Li, 墨渊

The brands of Unilever, a consumer goods group, have accumulated massive membership assets in the Chinese market, but cross-brand groups have weak minds and it is difficult to tap the deep value of members.
Case Details

Brand: Unilever Unilever

Brand owner: Unilever Unilever

Main agency company: Hangzhou Duozhun Data Technology Co., Ltd.

Main agent company holding group: Ascential

Launched on the market: Mainland China

Industry: personal care and beauty, household cleaning and daily use

Media channel: interactive/digital online (e-commerce platform)

Budget: more than 50 million

case summary

Unilever, a large daily consumer goods group, operates more than 20+ brands in China, and has more than 20+ categories of products. Each brand has accumulated a large amount of member assets, but members have a strong single-brand...

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