Deliver authentic assets for Unilever Professional campaigns
Unilever Professional is moving decisively toward a digital-first way of working. The goal: grow the business by shifting to digital demand generation across channels. To support that shift, they needed social assets that truly fit modern platforms—authentic, contextual, and built for performance. Through end-to-end social media content production, we created a scalable content library in two shoot days, ready to power digital campaigning with a growth hacking mindset: build variations, test quickly, and optimize what works.
What does Pubmarket do?
They built a scalable content library, not just a shoot — designed for testing and performance.
We approached this as a performance marketing production — building a test-ready content library designed to drive digital demand generation across channels.
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Aligned on performance goals: translated the digital demand generation ambition into a content plan built for paid distribution.
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Built a creative testing framework: structured the production around testable variables (hook, opening frame, setting, talent, framing) so we could identify winners fast.
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Wrote scripts for conversion: short, clear scenarios designed to communicate value quickly and drive action—tailored to Reels/Stories placements.
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Planned for placements: shot with Meta specs in mind (safe zones, vertical-first, cutdowns), ensuring every asset was ad-ready.
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Designed variation at scale: captured multiple versions per concept to prevent creative fatigue and enable ongoing iteration during the campaign period.
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Casting for credibility: selected models with a natural presence to increase trust and reduce the “ad feel” that hurts performance.
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Real-world settings: scouted locations and sourced restaurants to make the content feel native and believable in-feed.
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On-set performance direction: managed pacing, hooks, and first seconds to create thumb-stopping openers and clean CTAs.
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Shooting days
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photo's
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Reels
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ad sets to test
The result
We treated the campaign like a growth hacking loop: build variants → test → learn → scale. In a lot of tests comparing authentic, real-world content versus more graphic/design-led creative, the authentic assets consistently performed better—showing lower CPCs, lower CPMs, and higher CTR with more conversions.
Because the library was built in modular variations (different hooks, settings, talent moments and framing), the team could move faster than a classic “one-and-done” production. Winners were easier to spot and roll out, while underperformers could be replaced without slowing the campaign down. The outcome: a demand-gen content foundation that supports continuous optimization across channels, not just a single flight.
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