Shopper Marketing: Multicultural & Lifestyle Segments

Any shopper marketing effort whose primary audience is a specific cultural or lifestyle group, e.g.  African-American, Asian, Hispanic, LGBT, People with Disabilities, etc

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Treat Yourself

By understanding the cultural significance of beauty for Hispanic moms and identifying the difference between her as a consumer and a shopper, we changed her buying behavior entirely by creating a platform that inspired her to buy beauty and personal care products for herself while shopping for groceries for her family.  This platform drove an average lift of 17.7% at H-E-B.  Some of the highest individual sales lifts for Unilever brands were seen in the valley region of Texas, where there is a particularly high incidence of U.S. Hispanic households.

  • Brand: Unilever: Dove, Suave, Caress, Ponds, Tresemme, Degree
  • Client: Unilever
  • Agency: Team Unilever Shopper
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To browse winners in this category from previous years