The Challenge
Unilever wanted to build a deeper understanding of consumer habits across three key growth markets – India, China, and Indonesia. They recognised a gap and wanted to help their teams get closer to the people they serve – seeing not just how they shop and the brands they rely on, but also the cultural and generational influences around the world. Numbers alone couldn’t capture that. They needed something more real, more human.
The Approach
We ran a world tour video diary project across all three markets. In each country, we recruited three respondents – making sure to reflect a mix of geographies, incomes, ages, and family structures. To bring in generational contrasts, we also asked an older family member to take part alongside them.
Everyone was given a tailored task guide and briefed individually on what and how to record their daily lives. From there, stayed close – offering one-to-one support so they could share recordings in the moment – whether that was a shopping trip, a cultural celebration, or just personal reflections at home.
Once all the footage was in, we created “best of” edits for each person, then pulled together themed compilations for every market – focusing on areas like shopping habits, cultural traditions, and generational differences. Alongside this, we also produced “scene setting” videos that used b-roll to show the atmosphere of local life and give viewers a world tour.
The Impact
The world tour videos were shown at Unilever’s internal events, giving colleagues a genuine window into people’s lives. Instead of reports and stats, they could see and hear real voices, stories, and opinions first-hand.
The reaction was hugely positive, and the project proved so valuable that the videos were rolled out to teams across the world – now helping people everywhere get closer to their consumers.
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