After acquiring a string of nutrition brands, Unilever wanted to carve out a niche in the health and nutrition space (and demonstrate their house view on the category), without having to directly promote any single brand from their portfolio. They reached out to Langoor to provide a digital perspective and roadmap for achieving this objective.
Langoor created a non-branded content platform that gave consumers easy access to authentic and trust-worthy nutrition information through a unique healthcare ecosystem play involving the larger HCP nutrition fraternity.
The platform we created didn’t just help us engineer network effects (in which participation of some improved the lives of many others), but also disrupted the traditional way of disseminating healthcare and nutrition information (by leveraging the intelligence, creativity, and passion of a large network).
By clearly defining the ecosystem entities we wanted to focus on (producer, partner, and consumer) and the experiences that would help us build a relationship with them, we were able to aggregate a team of experts focused on beauty, fitness, nutrition, and rejuvenation. And matchmake them with the right cohort of consumers looking to enhance their knowledge of nutrition and wellness, through value exchanges that were easier, cheaper, and faster.
The platform was built on exploratory research and empirical analysis of the nutrition category – specifically: traffic volume analysis, advanced keyword analysis, customer segmentation analysis, pillar-cluster analysis, white space analysis, and cohort analysis of platform participants.
While the platform was built to capture consumer / HCP behavior, trends, and first party data, over time, it has also become a de facto destination for audiences looking to explore and better understand the universe of nutrition.