Unilever Group is a company merged by Margarine Unie from the Netherlands and Lever Brothers soap company from UK in 1929. The headquarters of Unilever are located in Rotterdam, the Netherlands and London, respectively responsible for operations of food and washing supplies. UFS is Unilever's specialised business line of condiments and tea products for restaurants and other users in the professional catering industry.

Client’s Problem

UFS mainly targets at restaurants, with Knorr, Hellmann’s, Lipton and other world-renowned brands in the area of condiments, sauce, tea products and so on. However, UFS faces a lot of difficulties in promoting its brands in the Chinese market, such as its inefficiency in reaching the chef community, the lack of effective approaches to connect and interact with users, and its trouble in developing a deep understanding of the customer structure and preferences.

Social Touch Solution

Social Touch proposed to gather users on the WeChat platform through full channels, including offline sales, products packaged with QR code, and offline events. Based on user life cycle and the labelling system, the users were grouped for personalized communication to enhance member activity level.