Super Shoots Process

The Content Plan & Agency Brief ensures all stakeholders - both the brand and the agency - are aligned on objectives, messaging, and required assets before production begins.

Brand and Agency Meeting

Content Plan & Agency Brief

A super shoot begins with a content plan that is created by the Unilever brand team. It includes a media strategy that:

  • Identifies the communities and conversations in culture.
  • Social-first insight driven by our understanding of our cohorts.
  • A message matrix designed to speak to our different cohorts.
  • A cohort strategy in conjunction with relevant media agencies in which cohorts are defined and matched to appropriate messages or claims.
  • A first draft asset list. This will be refined when the production brief is written.

Social-first thinking means putting consumers’ social voice at the forefront of brand strategy

Social First Thinking on Couch

To develop a community strategy a social insight supplied will typically need 2 - 4 weeks to do a deep dive into the strategy and identify relevant communities and subcultures.

Calendar Timeline
Section Divider
Indicative Shoot Planner

Next Steps

1

Identify your priority campaign(s) suitable for a Super Shoot (multi-market, high asset volume, omni-channel).

2

Work with your social insight supplier to uncover social first insight and define your communities.

3

Use the indicative shoot planner to create an initial set of shoot modules. This is only a guide to help you understand the possible scope of your shoot including SKUs, markets, talent and framing options.

4

When briefing your agency, it’s critical that they consider how AI can be used to reduce the physical footprint and cost of your super shoot.