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Globalmarketingasasystem
LessonsfromtheUnilever+Percolatepartnership
Introduction to Percolate
Founded in 2011
Introduction to Percolate
200+ employees worldwide
Introduction to Percolate
One of the fastest growing
software companies
#6
Fast Company
Most innovative companies
in marketing and advertising
TheSystemofRecord
forMarketing
Manageallyour
marketinginoneplace
Values
Elements
Elements
Consistency
Reach
Trust
Brand
Percolate connects global brand themes with local results
Unilever
Local Markets
USA Canada UK
Percolatemakesglobalbrandsstronger
Global to Local markets
Unileverataglance
Unileveristheworld’s2nd
largestadvertiser.Howdoyou
createasystemthatmakesits
marketingmoreefficient,
consistentandeffective?
— Unilever’s challenges
— Creating a global marketing system at Unilever
— Results and lessons
Today’spresentation
Unilever’schallenges
— Lack of clear, consistent global brand identities
— Inconsistent understanding of social media and digital
marketing best practices across regions
— Multiple agencies in every market and across different brands
developing content and managing communities
Unilever’skeymarketingchallenges
— Off-brand content, inconsistent messages and damaged equity
— Regular violations of “rules” in social media posts
— Costly effort duplication and operational inefficiency
Thiscaused:
“Oneofthethingsweneededtodowasbring
togetherallofthecommunications,breaking
downsiloswithinthecompany.Breakingthose
silosinternallywasthebiggestchallenge.We
neededtobringeverythingtogetherandmakeita
partoftheoverallmarketingstrategy.”
— Luis Di Como, SVP of Global Media at Unilever
Creatingaglobal
marketingsystemat
Unilever
Webeganin2013with3brandsin15markets
SURF

(detergent)
KNORR

(stock cubes)
HELLMANN’S

(mayonnaise)
Argentina
UK
USA
Germany
South Africa
Indonesia
Brazil
UK
Global
Turkey
Philippines
Brazil
Canada
USA
Centralizedallfiles
Oneglobalsetofbrandguidelines
Standardizedcontentcreationandapprovalprocess
— Training. “Brand calibration” sessions organized for each
market to ensure content teams are producing is locally relevant,
on-brand, and in line with global quality standards
— Standardize technology and process. All teams in the
same software using the same process (182 hrs of onboarding)
— Continuous assessment. Used quarterly program reviews,
employee surveys and feedback system to keep improving.
Improvementprinciples
Resultsandlessons
BEFORE AFTER
BEFORE AFTER
$10M+
Decreasing Unilever’s cost of content saves more than ten million dollars annually on
marketing production across the company.
Internal estimate of annual global cost savings
Globalefficiency&savings
Foundationhas
tocomefirst IMPROVE
STREAMLINE
ANALYZE
GOVERN
CENTRALIZE
Learn more
percolate.com/clients
Thankyou.

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