Hellmann's

Unilever and ShowHeroes unlock insights on creativity’s impact.

CLIENT BRIEFING

Unilever sought to understand which of its creative versions would be most effective in generating marketing results across the different stages of the funnel — from awareness to engagement and likeability. The challenge lay in identifying which type of creative execution (a simple version or a video optimized with dynamic storytelling) would achieve a stronger emotional connection and recall among the audience, translating that positive response into better brand KPIs such as impact, sentiment, and originality. The client’s need was to have a solid analytical and comparative foundation that would allow them to optimize future creative strategies and maximize the effectiveness of their digital campaigns, aligning creativity, performance, and business results.

SHOWHEROES AD SOLUTION

To deepen the insights about Unilever’s creative versions, a research panel was implemented in partnership with ShowHeroes to evaluate the creatives based on key attributes such as recall, memorability, and likeability. ShowHeroes contributed its creative know-how and expertise, developing a proposal capable of generating greater emotional response and positivity among the audience.

+7 extended likeability