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Global marketing as a system Lessons from the Unilever + Percolate partnership
Introduction to Percolate
Founded in 2011
Introduction to Percolate
200+ employees worldwide
Introduction to Percolate
One of the fastest growing software companies
#6 Fast Company
Most innovative companies in marketing and advertising
The System of Record for Marketing
Manage all your marketing in one place
Values
Elements
Elements
Consistency
Reach
Trust
Brand
Percolate connects global brand themes with local results
Unilever
Local Markets
USA Canada UK
Percolate makes global brands strongerGlobal to Local markets
Unilever at a glance
Unilever is the world’s 2nd largest advertiser. How do you create a system that makes its marketing more efficient, consistent and effective?
— Unilever’s challenges
— Creating a global marketing system at Unilever
— Results and lessons
Today’s presentation
Unilever’s challenges
— Lack of clear, consistent global brand identities
— Inconsistent understanding of social media and digital marketing best practices across regions
— Multiple agencies in every market and across different brands developing content and managing communities
Unilever’s key marketing challenges
— Off-brand content, inconsistent messages and damaged equity
— Regular violations of “rules” in social media posts
— Costly effort duplication and operational inefficiency
This caused:
“One of the things we needed to do was bring together all of the communications, breaking down silos within the company. Breaking those silos internally was the biggest challenge. We needed to bring everything together and make it a part of the overall marketing strategy.”
— Luis Di Como, SVP of Global Media at Unilever
Creating a global marketing system at
Unilever
We began in 2013 with 3 brands in 15 markets
SURF(detergent)
KNORR(stock cubes)
HELLMANN’S(mayonnaise)
Argentina
UK
USA
Germany
South Africa
Indonesia
Brazil
UK
Global
Turkey
Philippines
Brazil
Canada
USA
Centralized all files
One global set of brand guidelines
Standardized content creation and approval process
— Training. “Brand calibration” sessions organized for each market to ensure content teams are producing is locally relevant, on-brand, and in line with global quality standards
— Standardize technology and process. All teams in the same software using the same process (182 hrs of onboarding)
— Continuous assessment. Used quarterly program reviews, employee surveys and feedback system to keep improving.
Improvement principles
Results and lessons
BEFORE AFTER
BEFORE AFTER
$10M+ Decreasing Unilever’s cost of content saves more than ten million dollars annually on marketing production across the company.
Internal estimate of annual global cost savings
Global efficiency & savings
Foundation has to come first
IMPROVE
STREAMLINE
ANALYZE
GOVERN
CENTRALIZE
Thank you.
