Case Study: Unilever achieves lifts in sales, engagement, and search rankings with Bazaarvoice Ratings & Reviews

Unilever Sets the Bar for CGC Marketing Success

Unilever, a global consumer goods leader with more than 400 brands, sought to maximize the business value of consumer‑generated content (CGC) to boost sales, engagement and search visibility. The challenge was to scale and systematize CGC so it would drive conversion, inform product decisions and be used across the organization.

Unilever partnered with Bazaarvoice and implemented the five traits of successful CGC marketers, using Bazaarvoice Ratings & Reviews and Curations to collect and surface reviews via email asks, social engagement, sampling campaigns and ad creative. The program delivered clear results: hundreds of thousands of reviews, a 150% increase in purchase intent in one test, 20–30% better ad performance, 15–25% higher organic search traffic, and actionable feedback shared across R&D, customer service and CRM.

Unilever

Jenna Spivak Evans

Innovation and Digital Capabilities Manager