Unilever's 360 Marketing Campaign Strategy
Adrian
Our product has been around for 30 years, but people have been calling it by the wrong name.
Wall's Populaire by Unilever
Wall's Populaire is an iconic ice cream cup product from Unilever that has been in Indonesia for over 30 years. However, more than 50% of consumers don’t know the product’s actual name, referring to it as "Wall's Cup" instead.
✨The challenge is ✨:
"What strategies can be used to reintroduce Wall's Populaire, maximize its potential, and help increase ice cream penetration in Indonesia?"
Through market research and competitor analysis, I developed a 360 marketing campaign using the Trigger, Experience, Amplify framework integrated with the Reach, Act, Convert, Engage model. This comprehensive strategy included a full campaign plan for both digital and physical channels, covering Modern Trade and General Trade marketing.
Marketing Campaign Solution
This project was presented to Unilever as a part of Unilever Future Leaders League competition. After being evaluated by the professionals at Unilever, my strategy made it to the Top 30 nationally.
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Posted Oct 20, 2024
The marketing strategy aimed to regenerate Unilever's iconic ice cream. It was evaluated by Unilever professionals and successfully ranked in the top 30.
