Objective
Create a more gender-fluid personal care shopping experience for Target and entice guests to purchase at least one more Unilever Personal Care product(s) when buying deodorant.
Role
Senior designer working at Arc Worldwide on the Unilever account.
Creative Director: Katie McElligot • Associate Creative Director: Erin Pearson • Senior Copywriter: Stephen Chu • Strategist: Tavia Moore
Execution
The design incorporated bold colors and expressive poses to delight shoppers and inspire them to approach personal care not by gender but by picking the products that brought them joy. Unexpected product pairings highlighted gender-neutral product benefits and the imagery embraced inclusivity in gender and body sizes.
Outcome
The campaign generated a 10% category sales lift for Target and influenced nearly $7M in personal care sales. Unilever reached 116K new guests, achieving their goal of identifying, engaging with and converting a new growth audience. As a result, the clients extended the campaign for another year.
