In a heavily saturated, slow growth category, Unilever’s Hair Care & Styling category team was concerned over losing top-of-mind recall in the digital world. They wanted to quantitatively benchmark 14 hair care brands with key learnings based on better performing competitor brands. Unilever also wanted an in-depth analysis of its brands’ and competitors’ Paid, Owned and Earned channel strategy and performance.
R3’s findings were leveraged to fine-tune brand strategy and establish category level best practices across hair brands.
Methodology – R3 created a bespoke list of metrics across six channels to measure performance of Unilever and competitor brands through the same lens.
Data Collection – Six different third-party tools were used to collect data on brand performance across six channels. Data was manually collected for qualitative analysis.
Analysis – Multiple rounds of data analysis supplemented by qualitative insights, yielding a comprehensive final report.