Campaign wizard

Overview

A key objective for Unilever was to reduce the cost and time-to-market for digital marketing campaigns. Due to the labour intensity and complexity involved in creating campaigns many Unilever brands had outsourced this work to expensive external agencies. An average campaign took three months from inception to delivery. So the process needed to be simplified for a brand manager to complete and delivery time significantly reduced.

What was delivered

Working with the brands and key stakeholder I ran workshops to map the as-is processes across the brands, which enabled us to identify commonality, pain points and also opportunities. As a group we journey-mapped a simplified application which would greatly reduce the labour intensity involved, prohibitive costs and take campaign creation from several weeks to hours. This application became known as the ‘Campaign Wizard’ (CW).

To validate the journey I created a prototype to user test the hypothesis with brands and stakeholders. Following extensive testing, feedback and interactions we delivered the CW tool in February 2020. Following its release we continued to integrate and take on board feedback. The general reception was warm and though the inbuilt approval tool Unilever had a greater awareness and control of upcoming and live campaigns. As mentioned prior, the biggest achievement was now a brand manager can create cost-effective campaigns in minutes and see them live in several hours, down from four weeks.