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New positioning of Recepedia | Unilever - 2023
Category Project
Research; Technology; Creativity; Creative Ideation; Creative Insights
Date
2023
My Activities
• Research
• Benchmarking
• Future Thinking
• Trends Research
• Analisys and Insights
• Creative Strategy Direction
Client
Recepedia - Unilever for NTT DATA
Brand Research | Consumer Insights | Creative Ideation
The Recepedia platform was developed by Unilever as one of the main initiatives to get closer to consumers in the brand's Nutrition pillar. Its main objective has always been to consolidate Unilever's positioning as a partner brand for adequate nutritional development in Latin America.
More than 6 years after its launch, Unilever understood that its objective was far from being achieved and approached us with the mission of giving new meaning to the platform, of transforming it into an active tool in the process of repositioning the brand in all countries where Act.
Through an approach focused on research, generation of insights and tangible ideations, we created the new Mind Map focused on three pillars: innovation, digital and brand experience. Through, with the help of illustrations, we brought a new vision of what the Recepedia of the future will be and all the actions that will transform the platform into Unilever's main communication channel with its customers, creating a nutritional legacy for the region.
We developed more than 40 actions designed and connected with the brand:
with Social Media plan, Influencer Squad, Metaverse, Digital Channels, Brand Activations, Partnerships, Digital Personas, Superapp, Social Action, Chatbot.
