Effie Case Study: Treat Yourself
Lead Agencies: Team Unilever Shopper; Geometry Global
2018 Shopper Marketing Award: Multicultural & Lifestyle Segments (Bronze)
Helping H-E-B reach Hispanic shoppers in the personal care category, Unilever and its brands including Dove, Suave, Caress, Ponds, Tresemme and Degree ran a dual-language effort across the full path to purchase, highlighted by videos from Latina Texas blogger Yvonne Guidry and in-store displays that reminded female Hispanic shoppers to indulge in products that make them feel great and to “Treat Yourself.”
According to research from the agencies, H-E-B has three times more Hispanic shoppers than the average retailer, but the shoppers tend to buy personal care products at other retailers, namely drug and mass chains. H-E-B called on Unilever to help inspire Hispanic shoppers in the valley regions of Texas, where Hispanic shoppers overextend.
Shopper insights pointed out that Hispanic moms devote a lot of time to beauty and pass down rituals and beauty routines to their daughters. Therefore, Hispanic women shop for personal care products that not only feel right to them but their family members. The Treat Yourself campaign kept this in mind while using blogger Guidry, a hip Hispanic mother. She brought an authentic voice and beauty tips to two custom videos. An H-E-B beauty advisor also provided tips and content that bolstered the digital effort that went across all of H-E-B’s digital and social outlets. Emails went to targeted shoppers – mom at home – and secondary displays outside the care aisle touted the “Treat Yourself” mantra.
The campaign was a great example of a brand solving an issue for a retailer. Sales for the beauty category saw an increase of more than 17% compared to a year ago, while Unilever saw brands score whopping individual lifts. The Simple brand generated an uptick of 88.5%, St. Ives nearly 181% and Vaseline nearly 103%. These were reported as some of the highest individual lifts the brands have seen in that Texas region.