Blog articles by Kelly Vrachimis
Unilever’s secret behind winning product claims and brand visuals
How to increase motivation with psychology
Are your product claims and visuals compelling enough to attract, connect and convert consumers?
At IIEX Behavior, Unilever Hair Claims Expert, Sophia Moghadam, shared how the company lifted its claims win rate by 30% by using a proven formula based on consumer psychology. In the session, she explained the revitalized process Unilever followed to improve the effectiveness of brand claims and visuals. Sophia was joined by SKIM’s Brand Communications Lead, Dr. Nikki Westoby, who revealed the secrets to crafting winning claims and the science behind the proven guidelines.
Read on to learn how Unilever used consumer psychology to create product content that converts, and get inspired for your brand communications.
How KitchenAid revealed the “end-to-end” global consumer journey
To achieve sales and marketing goals, brands need to know how customers make purchase decisions. But another key element of the consumer journey is often overlooked: the post-purchase experience. KitchenAid, a premium kitchen appliances brand, knew they needed to look beyond the point of purchase to uncover opportunities to build customer loyalty and grow their business globally.
KitchenAid had previously done some shopper research focused on the US, but needed to expand their knowledge and action plans globally, and recognized that a lot has changed in the way people shop and use appliances since they did their initial research, pre-COVID.
How could KitchenAid make sense of “messy” consumer journeys and experiences and uncover new opportunities to delight their customers?