How to build winning teams, with Unilever
THE CHALLENGE
To strengthen Unilever’s brand identity amongst students, positioning them as entrepreneurial and forward thinking in their approach, and specifically target future leaders in industry
THE STUDENT INSIGHT
Students with exceptional leadership skills are inspired by other leaders in their peer group. Loughborough is widely recognised as the most successful sports university in the UK, and has an unrivalled reputation for fostering talented, inspiring leaders within their sports teams.
THE BIG IDEA
We profiled four of the first team captains that are leading their Loughborough teams - rugby, cycling, dance and basketball - to victory, and looked to establish which characteristics are required to become, and remain, the very best athletes in their field at university. Executed through a Branded Social Video:
Alongside this we constructed an in depth written Custom Branded Story analysing the key attributes required to become captain. Each executions aligned Unilever’s key leadership principles alongside the most talented student sports captains in the country, and was distributed nationally across our site and social channels.
THE INDUSTRY FEEDBACK
“I love the use of individual stories of leaders to make the point about the impact and opportunity. It makes it relatable, and brings out the human side of what could otherwise be a straight up recruiting piece”
THE RESULTS
- Over 121,000 video views on Facebook, with over 700 social engagements
- 31,000 students read the Custom Branded Story, with over 1,200 social engagements
- Over 1,150 clicks through the Unilever Grad site through the Custom Branded Story
- Average dwell time of 7 minutes on the Custom Branded Story