CLEAR’s global digital platform aims for cohesive int’l branding
Unilever’s hair care brand CLEAR has partnered with SapientNitro, its global digital agency to begin delivering a new interactive presence. The new CLEAR website is built on Unilever’s global digital market platform and uses a central content management system to introduce a number of new features which include e-commerce, mobile-specific templates and social network opportunities for different markets. All content plays to one universal template for cohesive branding, meaning targeted local improvements can be executed quickly on a global scale as well as providing a consistency in tone, messaging and user experience across platforms.
For the launch of the global website, SapientNitro is working with CLEAR’s global creative agency, Arcade, for the creative elements and visuals. SapientNitro will also program manage multiple market requirements, with over 40 unique local agencies to ensure a successful worldwide rollout.
The platform is now live in China, Italy, Brazil, Japan along with a global hub which houses them. The website rollouts will continue over the next 10 months and include launches in 70 more countries, many of which are in Asia Pacific.
“Working with the CLEAR team is an exciting assignment given the complex markets the brand operates in. This is the largest activation within Unilever’s global digital marketing platform and in partnership with the global brand team we have been able to provide improvements for consumers’ digital experience at a local market level,” said Tyler Muñoz, SapientNitro’s Client Services Director.
