Corporate websites don’t have to be stuffy, sterile and niche. Unilever set out to re-imagine the experience for 26 million annual digital visitors to Unilever’s 48-strong global corporate website network.
Together, we set out to tell a powerful and inspiring sustainability story, one told in 28 languages. We told it by re-crafting content, design and accessibility, and we’ve been so successful that in the past year alone, we’ve engaged 2 million more visitors than the year before. Not only that, but independent research by Millward Brown revealed 84% site-positivity among influencers (up from 50%). Also, 43% of consumers confirmed they would be more likely to buy a Unilever product after visiting Unilever.com.
The transformation was realised through an approach that:
Unilever wanted each of its 23+ million visitors to feel unique, informed and valued. So, we began a make-over that would focus on two key sections across the site network: Sustainable Living and News & features. The make-over needed to:
Optimise for mobile: Because, for many of Unilever’s global visitors, mobile is often the only way to access websites.
Reach a broader audience: The websites had to cater for all visitors - from consumers to investors, nutritionists to journalists. We needed to realign every site section, transforming previously utilitarian, siloed design into a dynamic news showcase with engaging, easily shareable content.
'Make sustainable living commonplace': Unilever’s Sustainable Living Plan is at the core of its strategy, yet sustainability content was fractured and hard to engage with. We needed to create a streamlined sustainability section for Unilever.com that made complex information easy to understand and share, then roll it out across 47 international sites in 28 languages.
The scale and reach of this project presented huge implementation challenges, including:
The innovative solutions we found in presenting huge amounts of information in multiple languages included:
Information structure: How could we fit all Unilever’s sustainability targets into a one-shot, non-scrolling view? By innovating a three goal/nine topic format.
Progressive disclosure: We developed a hub that naturally revealed content of interest and encouraged interaction, without overwhelming visitors.
Shareability & storytelling: We put people at the heart of the design process, using creative design to tell stories. Specific Tweetable modules made stories easier to share. Immersive experience: Our long-drop takeover page on Unilever.com summarised Unilever’s sustainable living position, delivering big information creatively, accessibly, and immersing visitors in the narrative
Immersive experience: Our long-drop takeover page on Unilever.com summarised Unilever’s sustainable living position, delivering big information creatively, accessibly, and immersing visitors in the narrative.