Unilever
When Unilever approached RAIN to create an experience that would compliment their audience’s beauty and personal care routines, we sought to create a first-of-its-kind experience that could bridge the gap between an entrenched social media practice and the new world of voice assistance.
Bringing together a cross-section of Unilever’s personal care brands, we developed the Rise and Shine pilot program. The Instagram and Amazon Alexa campaign brought together a select group of expert influencers from the hair and skin care industries to provide users with daily tips and take part in their morning routines. Influencers were selected from Unilever’s existing roster of brand partners and inclusion was based not only on their following, but on their depth of their expertise and the ability to translate their content and personality to social media and voice mediums.
Top influencers that were featured included: skincare expert Ingrid Nilsen, beauty and lifestyle vlogger Jasmine Brown and celebrity hairstylist Justine Marjan. Taking cues from successful influencer campaigns on traditional social media channels, we created a unique voice-first experience for fans to follow along with their favorite influencers and receive expert tips to improve their routines.
Results
The Rise and Shine pilot was live for 7-weeks from late August to mid-October 2018. Throughout the program, the experience:
Had over 12,000 users with 14% providing personal information to the Alexa skill including email and 10% opted-in to future marketing from Unilever. Additionally, 2% of users signaled purchase intent via a product ‘add-to-list’ feature.
