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Unilever needed to consolidate the digital experiences of more than 400 brands onto a single platform, Adobe Experience Cloud, while simultaneously maintaining each brand's unique identity and meeting the stringent quality standards of one of the world's largest consumer goods companies. The sheer scale of the portfolio meant managing websites across dozens of geographies, each requiring coordination with multiple functional teams and adherence to individual brand guidelines. At the same time, Unilever recognized that their existing multi-platform web architecture was creating inconsistencies in how experiences rendered across devices and form factors, a direct barrier to understanding consumer behavior at scale.
In a parallel challenge, Unilever acquired a string of nutrition brands and needed a way to establish a credible, non-branded presence in the health and wellness category without directly promoting any single product. And as the portfolio grew, so did the need for engagement tools: specifically, a scalable gamification system that individual brands could activate on their own websites without the overhead of building from scratch each time.
Challenge
Approach
1. Unified Digital Experience at Scale (Adobe Experience Manager)
Langoor rapidly scaled a dedicated team to work within Unilever's defined delivery framework, building a practice around their AEM environment from the ground up. The engagement covered new brand website launches, full AEM migrations from legacy platforms, UI refreshes, feature enhancements, and ongoing support and maintenance, all within a quality-controlled delivery model aligned to each brand's guidelines. Digital marketing execution, including paid search, programmatic display, and email ran in parallel as an integrated capability.
2. Website Migration Automation
For the AEM migration pilot, Langoor engineered a custom automation tool designed to reduce manual effort in the migration process. The pilot covered 52 websites across 3 brands and multiple geographies. By automating the most time-intensive migration tasks, the tools cut time-to-migration by more than 35%, with downstream benefits for marketing timelines and user experience consistency.
3. Non-Branded Nutrition Content Platform
Langoor developed a standalone content platform that gives consumers access to reliable nutrition information through a healthcare professional (HCP) ecosystem. The platform was architected around a three-entity model producers (experts), partners, and consumers and used research outputs including traffic volume analysis, advanced keyword mapping, pillar-cluster modelling, customer segmentation, white space analysis, and cohort analysis to inform both content strategy and platform structure. The result was a network-effect model in which expert participation directly improved the quality of information available to consumers, a disruption to the traditional one-directional model of health content distribution.
4. Gamification SaaS Product
Using the Octalysis gamification framework, Langoor designed and built a modular SaaS product containing a suite of plug-and-play gamification features: competition badges, multi-stage challenges, virtual points, mystery boxes, scratch-and-win rewards, progress bars, and social discovery mechanics. The system was architected as a two-layer platform covering both technical infrastructure (hosting, application, web components, client onboarding) and business implementation (configuration, enablement, and support). A WordPress and JavaScript prototype demonstrated that features built on the central platform could be seamlessly embedded into any consumer-facing brand site.
Outcomes
Langoor's engagement with Unilever produced a measurable impact across platform consolidation, migration efficiency, consumer engagement, and brand data capability.
- Unilever gained a unified, microscopic view of consumer behavior across their brand portfolio, enabling continuous web experience improvement at scale.
- The non-branded nutrition platform became a de facto destination for audiences exploring health and wellness topics, building first-party data and category authority for Unilever's nutrition brands.
- The gamification platform enables Unilever's portfolio brands to activate loyalty and engagement mechanics independently, generating shopper insights that fed directly into product innovation pipelines.
- Migration to a unified AEM architecture reduced inconsistencies in cross-device rendering and streamlined downstream marketing and experience delivery functions.
Services Delivered
Adobe Experience Manager (AEM) implementation · Website migration and platform consolidation · UI refresh and feature enhancement · Website support and maintenance · Digital marketing (search, programmatic display, email) · Content platform strategy and build · Healthcare ecosystem design · Gamification product design and development · UX and consumer experience · Automation tooling · Data and analytics integration
Technologies & Platforms
Adobe Experience Manager (AEM) · Adobe Experience Cloud · WordPress · JavaScript · SaaS platform architecture · Octalysis gamification framework · Programmatic display platforms · Email marketing automation · Google Analytics · First-party data infrastructure
About Unilever
Unilever is one of the world's largest fast-moving consumer goods companies, with a portfolio of more than 400 brands spanning food, beverages, personal care, and home care. Headquartered in London, Unilever operates in over 190 countries and serves approximately 3.4 billion consumers each day. Its brands include Dove, Lipton, Hellmann's, Knorr, and Vaseline, among many others. The company's digital ecosystem spans consumer websites, ecommerce touchpoints, marketing automation, and data platforms across every major global market.
Related Work
This case study is part of Langoor's digital transformation and enterprise MarTech practice. See also:
- Infosys: Account Based Marketing (ABM at enterprise scale for a global IT services brand)
- Cisco: Demand Generation (B2B demand programs across cybersecurity and enterprise technology)
- Lakme: AR Digital Presence (Beauty brand digital transformation and AR commerce for an FMCG brand)