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

This case study describes how Unilver, the FMCG company, used interest based segmentation to promote its male grooming products in Malaysia.

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

Shankar Rajagopal

Campaign details

Brand owner: UnileverAgency: MindshareBrand: Unilever Male GroomingCountry: MalaysiaChannels used: Internet – display, Internet – microsites, widgets, Internet – search, Mobile and apps, Public relationsMedia 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...

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