Creative diversity and production efficiency for Unilever's global brands.

Staying ahead in FMCG means producing far more content, in every market, without the cost or carbon footprint of flying in production crews. Since 2016, Unilever has briefed 220+ projects through Genero across 33 brands, using local creators worldwide for everything from TVCs to AR filters.

The Challenge

Few industries have felt the shift to digital harder than FMCG. eCommerce changed how people buy. Small brands and private label changed who they buy from. For a company with Unilever's reach, staying ahead meant engaging consumers directly and producing far more content, in every market it operates in.

That called for a new approach to digital content production: cost efficient, creatively diverse, environmentally responsible, and able to deliver relevant content at speed and scale anywhere in the world.

Solutions:: Creator Content
Content type:: Video
Photography
CGI & Animation
Region: Multi-market
Industry: Beauty
E-Commerce
FMCG / CPG
Food & Beverage

The Approach

Since 2016, Unilever teams have used Genero across more than 220 briefs for digital, social and TVC content.

More than 30 brands, including Ben & Jerry's, Dove, LUX, Persil and Pond's, brief through one connected platform to create content for markets across the Americas, EMEA, Asia and Australia.

The model is built on local creatives, on the ground in every market. That means lower costs, faster time to market, more diverse creative thinking, and fewer flights, so a smaller production carbon footprint too.

The work covers integrated campaigns, TV commercials, brand films, product demonstrations, animation and platform-native social content, right through to AR filters.