Social First Demand Generation

Client: Unilever

Social First Demand Generation is an internal up-skilling programme designed to revolutionise how marketeers think, feel and show up. The challenge wasn’t information delivery. It was engagement. How do you cut through internal noise, shift attitudes, and energise a workforce that’s time-poor, and increasingly sceptical of traditional training? The answer was to meet employees where they already are - culturally and behaviourally - using a social-first, film-led approach that felt relevant, human and immediate.

Rather than relying on top-down instruction, the content was designed to feel native, conversational and motivating. Short-form films acted as entry points, using pace, tone and storytelling to capture attention quickly and invite employees into the message - encouraging participation, reflection and mindset shift rather than compliance. The work prioritised: Mindset over mandates Participation over compliance Clarity over complexity By borrowing the visual language, rhythm and authenticity of social content, the films created emotional connection first - driving higher engagement while allowing the learning to land more deeply and stick for longer. The result was employee content that didn’t feel like training, yet delivered meaningful attitudinal impact. By treating internal audiences with the same creative care as external ones, the campaign demonstrated how engagement and learning can work hand in hand - motivating employees, shaping behaviour, and elevating the internal experience.