Marketing leader Esi Eggleston Bracey talks Unilever's 'many-to-many' marketing model

Esi Eggleston Bracey, the chief growth and marketing officer at Unilever, unpacks Dove's partnership with Crumbl. "That's culture to cart," she said.

Transcript

00:00I really believe every moment in this many-to-many model is a moment to build

00:05the brand and it's an opportunity to build a purchase. For me, that means the

00:10funnel is dead.

00:15So what we do in many-to-many is move from culture to cart or culture to

00:21commerce by making sure our brands stand out and are chosen to buy by partnering

00:28with retailers to connect to communities. My favorite example of this earlier this

00:34year was a partnership we did with Dove & Crumble. In the U.S., the Crumble

00:39community, it's a dessert in the form of a cookie. And the community of fandoms, you

00:48would say, are an obsession. You wait for these weekly drops of the latest

00:53irresistible dessert. And this fandom loves the sensorial experience and we

00:59thought we could bring that sensorial experience to Dove because there's a

01:03dessert beauty trend. We took that experience and created a limited edition

01:07collection with Walmart and connect it to the community and built that through

01:13this actually pink packaging on Dove and we sold out. We could not keep it in stock

01:19because we used the power of the community and connected it with Walmart

01:24shoppers through their retail media but more into their in-store team to really

01:30build desire for this proposition in-store that led to commerce and purchase.

01:34That's culture to cart. We have to change the way we build the brands. So our

01:39transformation is about elevating the brands from simply meeting people's

01:43needs and their wants to actually fulfilling their desires. That means having

01:49many people communicate our brands to many other people. Where in the past we

01:55had a one-to-many broadcast model. So how do you do many-to-many? That means we

02:02need to unlock the power of creators and culture to share with many people with

02:10authentic voices.