Unilever, the Official Personal Care Products sponsor of the NCAA, had success with NCAA March Madness, but college football activation lagged. To boost sales and set an example for other retailers, H-E-B was selected to elevate Unilever’s Men’s Grooming products in the fall. We needed to appeal to unabashed Texans with a passion for football and we found the perfect voice to connect with our shoppers–Cowboys legend DeMarcus Ware! Leveraging the "day in the life" social media trend, we created our own series with DeMarcus as host, delivering his authentic take on his personal care routines.
The content sparked major engagement, boosting Unilever Men’s sales both in-store and online, while the social campaign outperformed industry norms, reaching over a million consumers with results three times stronger than industry averages.
OmniShopper Award: Social Media Activation