Abstract:

This paper will share the learnings from our experience of the journey to re-invent our Unilever H&A, one which we think successfully delivered on the brief. It will specifically cover four key areas: 1. What are the opportunities provided by listening to Social Media conversations, particularly in terms of: a. Picking up emerging signals of change and future forward opportunities; b. Converting the identified opportunities into actual consumer dialogue in market? 2. What are the limits of Social Listening and what is the best way to combine it with ‘validated, tried and tested’ tools? 3. By the end of the project, what had we learnt about information that is ‘nice to have’ vs. what information is really transformational for a business? 4. Which ways of working helped us get to more impactful results faster?