The Challenge

Like many brands, Unilever has been experimenting with Conversational AI in the form of chatbots for some years now. Working with their partners (including Voxly Digital) they have a global programme of chat-led services for the haircare category. However, the value and business case for voice in this space was less clear. They were looking to understand best practice approaches and establish the strategic role of voice for haircare shoppers. 

The Solution

As a voice partner for Unilever, we worked with the Global Haircare team to define their strategy for voice-technology across their different markets and broad brand portfolio. 

Having extended their All Things Hair service to Amazon Alexa and Google Assistant as a test and learn, we took a step back to look more broadly at the voice market and the opportunities that existed for Unilever.  

The project pulled together:

• User surveys and research
• Competitor reviews
• Platform and beta explorations
• Marketing and wider Unilever ecosystem considerations
• Other partners and stakeholder collaboration
• Prototype development
  

The strategic work resulted in a 4 x stage strategy to maximise visibility and accessibility, whilst driving differentiation across their haircare brand portfolio.