Unilever +Combo
Unilever is one of the most important companies in products of mass consumption in the world. Its objective is to make consumers feel and look good and to help them make the most out of their lives. Unilever Argentina trusted us with the launch of its new learning system (LMS) for the people that works in the company.

How did we get started?
We thought that it was necessary to create a new brand with all the attributes of this learning system (professional and personal growth, self development, self learning, interests diversity, learning style diversity, different positions inside the company). We created the intern brand "exp!" as a synonym of exploration and permanent growth inside Unilever.

What were we looking for?
We had to face two challenges: 01. Capture the attention of an audience that is used to the constant internal launchings of their own brands. 02. The company´s Department of Human Resources is well known for its innovating proposals that provides a real benefit to solve the needs of the people, but there was a perception problem, since the audience level was low and the employees had a prejudice about the department´s proposals. Considering these aspects, we wanted to make an innovating and unexpected launch, in order to generate a real impact on the employees.

How did we do it?
The synergy that we created with the people in charge, generated a communication campaign where a sensible brand was created, supported on the fact that it didn´t promise more than what it would give (working training) and the main characters were the employees of Unilever. We took care of the message of the campaign in order to make it understandable in an optimistic way, focusing in the positive change of the people. Then we built an empathic brand, with the aim of satisfying the needs and bring real learning solutions. The campaign was based in skills promises.

What did we achieve?
We achieved the understanding of "Unilever exp!" as a professional growth tool for each employee, always offering the learning through creative and innovating methods. The campaign had the expected success: we awoke the enthusiasm and interest of the employees, making them feel closer to their company.