Problem statement

Unilever is the world #1 in culinary foods (such as sauces and side-dishes), dressings, margarine and tea-based beverages.

Oswald was not a brand that was scaleable to other countries where Unilever is active. The challenge for Innoleaps was to help them discover and validate new online acquisition models that would help them renew customer base and potential for growth in other countries

Our approach

Objectives:

• Discover clear profiles 
• Discover clear hooks on which we can build a proposition.

Validation:

1. They used per week growth ratio and initial offline order value 
2. Each week that they learned more about the consumer profile and behaviour they added more complexity to the acquisition strategy (AARRR funnel). 
3. Once they discovered a repeatable product and profile they created an online sales funnel

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The result

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Discovered a new buyer profile (young families)

Validated sales potential with first deals (from starter package to initial order value equal to offline sales)

Discovered a new market segment in which Oswald could grow (cooking for families)

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