Client
Sure

Project
Brand platform

Agency
R/GA London

Role
Experience
Design Director

The challenge.

To build a responsive platform for Unilever’s antiperspirant brands: Sure, Rexona, Degree and Shield – in over 30 international markets – that reduces global activation costs and owns the category through improved SEO and strategic content creation.

Navigating by need.

Analysing browsing data, we discovered users were searching via sweat related queries, rather than by product or product type. The first step in making the platform more user centric, and owning the category, was to restructure the product architecture and site navigation to directly address these user needs.

The entire catalogue was then reorganised and grouped into product attributes, ensuring markets adhered to a code of categorisation.

Owning sweat.

With over 1 million ‘sweat’ searches a month, perspiration is a common and stressful problem. As well as optimising SEO, we used search data to identify and prioritise content creation to address the topics users were actively searching.

We created a series of bitesize articles and customer videos that helped the public with stressful, sweat-inducing situations – all focused around top search terms such as public speaking, job interviews, first dates etc., instilling confidence and providing helpful and knowledgable advice.

Cost effective activation.

A mobile first, responsive platform – optimised for SEO – was required to ensure the same premium, online brand experience for all markets. Global page templates and modules provide consistency and help reduce international activation costs and the need for local microsites.

suredeodorant.co.uk

rexona.com

degreedeodorant.com

shield.co.za

jonathan@jonathanvaughan.com