The Challenge

The Unilever Foundry connects Unilever's core business to a worldwide network of start-ups and innovators in order to contribute new ideas and ways of working that can improve the global Unilever business.

The Foundry staged ReHack 2015 as a mass hackathon to develop new projects that could further Unilever's globally sustainable proposition. However, the business needed to attract top talent from the most creative and dynamic tech start-ups to make this a reality.

Over the course of three months, our goals were two-fold:

Drive attendance from tech innovators.

Communicate Unilever's innovative approach to the sustainability issue, as a means to attract future business partnerships from start-ups and retailers alike.

The Solution

We positioned Unilever's ReHack as an example of excellent business practice and a pioneering strategy for changing the eCommerce industry, and the world, for the better.

Ahead of the event itself, coverage in the likes of London Evening Standard and The Drum reached a broad readership in the creative and tech industries: the audience Unilever needed to attract to ReHack. Meanwhile, Unilever's key business audiences were reached with major trade titles in the retail/ eCommerce and marketing worlds, including Marketing Week and Retail Times.

We brought business PR and social media together to convert our high-reach coverage to sign-ups by targeting the tech start-up sector. We created a program of tweets designed to promote the details and philosophy of the event, and we used influencers such as tech presenter Lucy Hedges and east London start-up collective Hoxton Mix to spread the word even further.

Following the event, our approach adapted to promote the winners and demonstrate the outcome of ReHack. Tech City News, an influential title for London's start-up scene, showcased Huddle Creative's win and coverage from Brand Republic broadcast the news. Thought leadership in TechRadar and Marketing Magazine provided a cumulative audience of over 4,000,000 readers for Unilever to share the larger brand ambition behind the ReHack initiative, and the achievements from ReHack 2015.

This final phase was designed to encourage a broad audience of tech collaborators and businesses to partner with the brand in future.

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The Results

Total coverage reached an estimated audience of 8,500,000, split between tech, business and retail-specific titles.

ReHack was over-subscribed, with nearly 300 hackers turning up on the day to put their ideas to the test.

At the end of it, Unilever came away with several high quality ideas to develop, making ReHack 2015 a huge success for the business.

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Unilever Re-Hack
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