The challenge
Unilever, the consumer goods giant, delved into its marketing processes and discovered a surprising issue - inconsistencies in its strategies across markets. This inconsistency was due to the absence of best practices, resulting in variable conversion rates among their performance marketing teams. This lack of uniformity prevented them from achieving optimal results and necessitated a complete overhaul of their marketing strategies. It's a big challenge, but Unilever recognized the importance of addressing the issue and is now actively working on implementing standardized best practices to boost their marketing performance and drive growth.
The solution
Growth Tribe launched a new integrated experiment factory format which equipped all teams with a common baseline capability level and best practices surrounding the experimentation process, data-driven marketing and conversion optimisation. The experiment factory format has proven to be a game-changer for Unilever, empowering them to stay ahead of the curve and succeed in today's competitive market.
The outcome
As a result of this collaboration, Growth Tribe successfully upskilled 865 of Unilever's marketers worldwide in experimentation skills. The teams were able to launch experiments and significantly improve their performance. Remarkably, the teams rated this learning experience with a satisfaction score of 9.3, indicating that it was one of the most enjoyable and valuable learning experiences they have ever had. Moreover, Unilever reported a remarkable 68% reduction in time to market after implementing the new best practices.
This outcome not only boosted their marketing effectiveness but also positioned Unilever for faster innovation and growth in the competitive consumer goods industry.