Unilever Targets Gen Z in Social-First, Data-Driven Knorr Campaign
Unilever gained a deeper understanding of Gen Z lifestyle behavior, using insights garnered from a survey to engage with the young demographic on social media.
The company launched a study of dating culture within the cohort, finding that cooking is the biggest "green flag" for Gen Z singles for 93% of respondents.
“Red flags and green flags are a universal filter for daters, creating thousands of comments and social posts,” said Nicky Neerscholten, global head of digital and masterbrand Knorr, in a company blog. “But dating rules are confusing for 98% of Gen Z. Even splitting the bill can divide opinion, so we decided to find out the best green flags to have on a profile.”
The research findings included:
- 34% learned to cook specifically to impress a romantic interest.
- 52% value the confidence to add personal touches to a recipe.
- 77% of singles said being cooked for would increase the likelihood of a first date turning into a second date.
- 88% are more likely to connect with someone on a dating app if they can cook or have an interest in cooking.
Unilever then used the consumer data it collected to inform a social-first campaign that promotes the Knorr brand, using the hashtag #UnlockYourGreenFlag.
[Learn More: Unilever's social-first marketing is fueled by AI]
Campaign Details
The company created targeted messaging for local audiences, leveraging more than 284 cooking and dating experts across 29 markets and seven different languages to tap into different dating cultures.
“It was a global insight, but then it was locally executed, and that’s where we got all the sweet spots,” said Neerscholten.
In the U.S., couples used Knorr’s campaign recipes to cook together and reconnect. In Italy, South Africa and the Philippines, the company reports that online engagement turned into 80% of attendees finding a real date.
In the U.S. market, purchase intent among Gen Z increased by over 3% from the campaign.
“By blending data-driven insight, cultural participation and social-first activation, Knorr has become much more than a store cupboard staple. The brand has become a catalyst for connection,” said Neerscholten.
