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.
With close to 15 million monthly searches for recipes in Indonesia, the region is a key market for Unilever Food products. As a result, GPC were tasked with how to effectively tap into this competitive market, and ultimately get more Indonesians to cook using Unilever Food products. In just over a year, MAHI has become the leading branded recipe website for home cooks in the country, capturing almost 500% more users compared to the closest competitor in the industry.
We created an online destination content hub for ‘seek-out’ style guides, product hacks, tutorials and trends to showcase Unilever’s broad range of haircare products. With our team of SEO, content marketeers, and haircare experts, we publish over 500 pieces of content monthly across 10 different markets, with the support of three global studios. In just 18 months we generated over 19m online views and drove 1m users to the website via social channels. The project is ongoing and continues to rank on the first page for over 4,600 hair terms.
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.