How Unilever's 'Culture to Cart' Strategy is Changing Marketing Forever

Revolutionizing Marketing: The 'Culture to Cart' Strategy

The traditional marketing funnel may be dead, but in its place, Unilever’s Chief Growth and Marketing Officer, Esi Eggleston Bracey, has advocated a transformative strategy known as ‘Culture to Cart’. This revolutionary approach emphasizes integrating products into cultural moments to boost brand visibility and enhance consumer engagement. At the recent POSSIBLE conference in Miami, Eggleston Bracey illustrated how Unilever, with its vast portfolio of over 400 brands and a whopping 60 billion Euro annual revenue, is redefining marketing through this innovative lens.

The Power of Cultural Integration

Eggleston Bracey asserts that the key to successful marketing today lies in seamlessly integrating products with cultural phenomena. Using the Brazilian cleaning brand Cif as a prime example, she highlighted its partnership with the reality show “Big Brother Brazil,” which significantly increased brand awareness and sales. By aligning the product with a popular cultural event, Cif capitalized on the visibility and relevance that social settings provide.

Case Study: Hellmann’s Mayonnaise and the Super Bowl

In another compelling case, Unilever redefined advertisement during the Super Bowl with its Hellmann’s mayonnaise campaign, cleverly referencing the iconic scene from “When Harry Met Sally.” Eggleston Bracey noted how the ad concept sparked interest prior to its release by teasing audiences with behind-the-scenes images of the stars. This clever marketing not only created buzz but also made Hellmann’s an integral part of the cultural conversation surrounding the Super Bowl, thereby enhancing brand association with pleasure and enjoyment.

Building a Content Supply Chain

To maximize reach, Eggleston Bracey promotes what she calls a “many-to-many model.” By leveraging influencers and user-generated content, brands can create authentic narratives around their products. This allows the marketing message to resonate on a more personal level, engaging consumers as part of the brand story. The approach fosters a content supply chain that encourages consumers to share their experiences, which can turn into viral marketing.

Selecting the Right Influencers

Choosing the right influencers is crucial in this new marketing landscape. Eggleston Bracey emphasizes the importance of aligning with influencers who resonate with the brand’s voice and can effectively connect with their audiences. Building successful partnerships with credible voices allows for genuine interactions, which can lead to increased consumer trust and influence purchase decisions.

Connecting to the Final Purchase

The ultimate goal of the 'Culture to Cart' strategy is to drive conversions. By integrating brands into cultural moments and enhancing content with influencers, marketers can connect the dots between cultural engagement and final purchases. This strategic alignment not only elevates a brand's presence but drives consumers to take action—ultimately adding products to their cart.

In a world where the typical marketing strategies are evolving, embracing such innovative approaches is essential for brands looking to thrive. Unilever’s model serves as a thought-provoking guide for dealership principals, GMs, and fixed ops directors aiming to navigate this shifting landscape effectively.