Challenge & Solution

Unilever experienced delays in communication with its extensive field teams and trade partners due to multiple layers in the traditional process. The goal was to reach a large audience quickly, minimize reliance on manual work, and ensure timely distribution of trade plans and promotional schemes.

Convex Interactive addressed this by implementing a WhatsApp-based system integrated with SMS and call retargeting. This enabled Unilever to send instructions and updates instantly, allowing direct engagement with traders and field staff while improving response rates and reducing operational bottlenecks.

Our Process

We started by reviewing the current communication workflow to spot delays and inefficiencies. The team created a Mobile Internet Technology framework that combined WhatsApp groups, SMS notifications, and targeted call follow-ups. The Skincare Category was chosen for a pilot program, where trade plans were digitized and sent directly to 25,000 shopkeepers and field staff. Ongoing monitoring and iterative adjustments ensured high engagement and successful delivery while keeping the system scalable for future campaigns.

Result Driven

The campaign quickly reached over 25,000 shopkeepers and Unilever’s entire field team, achieving 75% engagement. Communication time was cut by 20%, and operational costs decreased by 60%. The initiative enabled the skincare team to efficiently distribute trade plans and schemes, showcasing how Mobile Internet Technology can transform corporate communication.