Unilever EU Personal Care brands
(UK, DE, NL, F, IT)
The Role:
I was hired to work in-house at Unilever as the sole Senior Creative & Social Strategist on Personal Care in Europe, in charge of setting up localised channels within the markets to establish cultural relevance through organic social-first content.
During this time I led and mentored a 14 person cross-market team, overseeing their work as a creative director, supporting their development, and establishing relationships with key market stakeholders.
The Brands:
Dove, Dove Men + Care, Radox, Rexona, Axe, Mentadent, White Now.
The Work:
Across 7 legacy brands, I turned global strategy into something my team could actually use - building social playbooks to define a clear red thread, content pillar frameworks, tone of voice guidelines, audience engagement plan, community management plan, and spotting opportunities around reactive or key brand calendar moments. I also worked on ‘big bet’ briefs; new product launches, brand partnerships, amplification of bigger campaigns, community-focus social stories, to undercover insightful social-first formats and executions for each moment.
- SOCIAL STRATEGY - CREATIVE LEAD ACROSS SOCIAL -
Key projects & work:
Dove x Bridgerton (Netflix) partnership
Proposed social-first campaign system for EU markets
+ Germany TikTok channel launch
Brief:
Amplify the launch of Dove’s limited-edition Bridgerton range in partnership with Netflix - sustaining momentum and conversation across the four week gap between episode releases.
With the flagship Bridgerton experience taking place in Battersea, the challenge was to ensure other key markets such as Germany, didn’t just watch from the sidelines, but felt part of the Dove x Bridgerton world as it unfolded.
It was crucial for the Dove brand team that the content felt Dove-first living in a Bridgerton world, as this campaign would also act as the launch moment of their Dove UK and German TikTok channels.
Insight:
Fans don’t just watch Bridgerton, they romanticise it, imagining themselves inside that world.
The Idea:
Turn the two Dove limited-edition scents into a social-first interactive narrative inspired by the classic ‘choose your own fate’ storytelling.
Here the product is the central plot device and viewer the protagonist of their own sensual pov scent story. Viewers would interact with the content to unfold two very different scent experiences, turning a passive event content into participation for audiences everywhere.
The social-first system:
The campaign was built to unfold over time, moving from tease, to launch, to participation.
Each phase was designed to build momentum and deepen engagement, rather than rely on one-off content drops.
The Experience:
With the live Bridgerton event taking place in Battersea Park, the challenge was to make the moment travel beyond the UK.
The idea reframes the physical experience as a social-first interactive experience, allowing audiences to step into the world digitally, choose their narrative path via the product-led storylines, and participate in real time.
Not only does this centre the products as the hero of the campaign, but designing for interaction, rather than passive viewing, meant the campaign content would fuel comments, drive community management, scale across many markets and help new TikTok channels like Germany build an audience through real-time participation.
For new channel launches, interaction is key - building content where interaction is central to the idea allows the algorithm to naturally amplify it, working harder organically, reducing the reliance of paid support.
The Output:
🌸 Raspberry Rendezvous = Scandal
🌿 Love & Meadows = Romance
Product Launch
Alongside the campaign system, I was also tasked with driving awareness and sales of the limited-edition Dove x Bridgerton range at launch.
I brought on Content Creator / Designer Pranavi Suthagar, to elevate the Dove x Bridgerton output, ensuring the work felt both culturally relevant and visually premium. Her role was to create trend-led, social-first content that complimented the campaign, whilst maintaining a distinct Dove aesthetic beyond the Bridgerton world.
Day 1
Focus is on capture, creating a bank of premium, cinematic content from the live event.
From this we create two distinct tonal story arcs, personifying our scents into pov films, one representing scandal (🌸 Raspberry Rendezvous), the other soft romance (🌿 Love & Meadows).
These hero edits are teased, with audiences invited to choose which story unfolds first - driving comments, community interaction, and participation on both UK and DE channels.
Retail Activation
I developed an idea for an exclusive retail mechanic to drive sales and online conversation.
‘Spilling the Tea Party’ - was a live TikTok discussion amongst Bridgerton mega fans, unlocked by scanning the limited-edition product. This turned retail into a gateway to exclusive access.
Designed for Boots, the idea aimed to strengthen the retail relationships, while creating a culturally relevant experience and a reactive content stream for Bridgerton fans to engage with.
Day 2
We release the story that received the most comments first, creating anticipation of the second story via ongoing community management.
While the system plays out in real time, much of it is planned upfront - edit structure, grade, music selection, shot lists and community responses - allowing the work to feel reactive without being uncontrolled or unclear for client.
Day 3
We release the path and re-engage earlier commenters to bring them back via notifications.
Establishing AXE DE’s TOV
To bring the AXE global brand strategy to life in Germany, we focused on translating it's core tone of absurdity, humour and irreverence into content that felt native to a German audience. My Content Creator in Germany, Anhelina Burmaka was tasked with developing an always-on content stream, designed to build a distinctive tov for AXE DE. She introduced a reoccurring mascot, allowing us to create reactive, character-led narratives that could evolve over time.
Rexona Repositioning
We repositioned Rexona (Sure in the UK) from just a movement-led brand to one that owns sweat in all forms. Expanding beyond sport into more culturally relevant, everyday moments. This unlocked a broader, social-first platform designed to reflect how people actually experience sweat in real life.
We also encouraged the client to flex the brand’s TOV by platform, creating content that matched audience behaviours - leaning into humour and lo-fi formats on TikTok, and adapting for Instagram in a way that still felt native.