User Insight meets Branded Content - A Unilever / Cleanipedia case study

@justuxdesign | justuxdesign.com 1
User Insight
meets
Branded Content
A Cleanipedia case study

2,000,000
Visitors every
month.
A page viewed
Every
Second.

The Opportunity…
A better
Experience
More effective
Advertising+

Bringing in the right experts…
Content Strategist UX Designer (me!) Marketing Manager
Industry Experts
Data Analyst
Technical DirectorVisual & Brand Designer

The brief…
Mobile ﬁrst
redesign
New content
formats
Ecommerce
integration
CRM &
data capture
New social
strategy
New Alexa
skill

We start with user insight…

to understand
who the user is…

to understand
what the user does…

“You keep saying the same
thing over and over again.”

“I want to know HOW…
Just get to the point! ”

“I don’t buy what you’re selling
here…”

Going back to the drawing board (literally)

[REPLACE PERSONA]
Better user proﬁles

Before After
A musty smell can make your home feel less welcoming and even unpleasant. Check
out our guide to best dealing with a musty smell in your house.
A musty smell can have several different causes, but it can make your home feel less
welcoming and even a bit unpleasant. This article will describe ways to deal with a
musty smell in the bedroom or in other parts of your home.
How to Get of Rid of Musty Smell Problems at Home
If you’re noticing a musty smell in your house, here are some steps you can take to get
rid of the smell.
Sniff around your house to determine how many rooms are affected – Is the smell
only in one bedroom, or is it in a series of rooms and hallways near each other? If it’s in
several rooms, the cause may be something structural like a leak or an on-set of black
damp in the walls, in which case seek professional advice. If it’s only in one room, the
source of the smell will be much more localised and easier to treat.
Locate the source of the musty smell – If it’s a more localised smell, you should
be able to find the source of it with enough sniffing around. Sometimes it’s as simple as
a damp cloth which has fallen behind the bed and developed mould or it could be
something under the floorboards. Remove the source of the smell if you can, and if it’s
something more complex like black damp or a leak, ask a specialist for help.
Open up all windows and doors to let the fresh air in – Provided it’s not too cold out
and it’s safe to do, this is the first and easiest step you can take to air out your house.
Sometimes a musty smell can just be caused by dust and lack of ventilation. So let the
fresh air pour in, and open up all curtains and blinds, too, to let in the daylight! Don’t
forget to open up shut-in spaces like cupboards, cabinets, and closets.
Need to remove a red wine stain from clothes, bedding, or other fabric? This article will
provide helpful stain removal advice. Read on for more!
There are three methods…
1. The Salt Methods
2. The White Wine Method
3. The Baking Soda Method
What you’ll need
• Some paper towels.
• An everyday detergent, like Persil Small & Mighty.
• Salt, White Wine, or Baking Soda.
The quick Steps
1. Dab or blot the excess liquid.
2. Apply salt, white wine, or baking soda. This soaks up excess liquid and stops it
seeping further into the garment.
3. Leave for a few minutes to work it’s magic.
4. Rinse with water to remove the extras you’ve applied and remove the wine stain
5. Wash as usual with a detergent like Persil small & mighty

Providing better advertising
More relevant… More appealing… More useful…

Better experiences on the web
Primary content Secondary content Product Promotion User Engagement

…and other platforms, too.
Alexa,
Ask Cleanipedia…

Recreate a stressful scenario…
…and test content in a more
realistic way.
Putting it to the test

@justuxdesign | justuxdesign.com
Before After

1 Don’t wait to start involving your team.
3
Align your team to user insight.2
Test your ideas in realistic scenarios.
Top tips

Visit the site:
cleanipedia.com
Get the Alexa Skill:
alexa.cleanipedia.com
Find out more

Thank you!
justuxdesign.com
@justuxdesign

User Insight meets Branded Content - A Unilever / Cleanipedia case study

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