Green Park Content were appointed to implement a strategy that would achieve cut-through, increase top-of-mind awareness and encourage more Indonesians to cook using Unilever food products. We created an online destination, providing relevant and useful content for users looking for recipe inspiration. The content hub launched in April 2018 and by October 2020 we’d reached 66 million organic page views and 10k+ keywords are now ranking in the top 5 on Google SERP.
2016 saw the transformation of an influencer-led YouTube channel into a multi-market and multi-channel online destination. Four years on, and All Things Hair now exists as an established brand in 10 markets and has earned its place in the hearts and minds of an ever-growing global audience as the go-to ‘content hub’ for style guides, product tips, tutorials and trends. 2020 was our most successful year on record, reaching nearly 40 million sessions.
Havaianas is a lifestyle brand that is synonymous to the sandals category produced in Brazil. While Havaianas is considered the most popular flip-flop brand in the world, it doesn’t necessarily have the same brand sentiments in Asia. GPC were approached to help Havaianas analyse the brand’s current online presence and craft a content strategy that would help drive awareness and consumer engagement in Asia.
Seventh Generation is a leading brand when it comes to plant-based home care products; with a purpose to be a positive force in the world, whilst helping Unilever meet its sustainable living goals. Seventh Generation have a commitment to safer products and a cleaner world for future generations, we work with the brand to help them grow in the Asia market via educational and informative social media content.
Chefs want authentic, credible guidance from their peers and industry leaders, and a source of inspiration that’s a cut above the existing mass of amateur home-cook content. To meet that need we created a on-demand ‘Netflix for chefs’. Our team sourced and worked closely with over 50 top chefs across three continents to produce hundreds of inspirational training videos shot in their own kitchens by our team of food specialists. The project now operates in over 70 markets, supporting chefs by offering professional ingredients, dish inspiration, and industry best practice.
After the success of UFS Academy, Unilever Food Solutions wanted to go a step further and help tackle real industry issues. Independent research revealed that a destructive kitchen culture was commonplace in the industry, meaning the industry loses great talent as chefs burn out. In 2018 we worked with Unilever to launch the #FairKitchens initiative, designed to create a better future for chefs. With our network of 300 chefs globally, the ambition is a world where 17 million restaurants are running #FairKitchens. The project is still ongoing.