The Challenge

SOCIETY was tasked with announcing Unilever Australia’s adoption of a 4 Day Work Week trial following the success of an 18-month trial in New Zealand. The news was supported by data from the New Zealand trial which showed a positive outcome with staff and stakeholders. The goal was to achieve national media coverage highlighting the success of the trial and promoting the decision to expand it to Unilever’s Australian team.

The Solution

SOCIETY crafted an integrated PR strategy, incorporating a strong press office and media and owned channels assets that included B-roll and audio grabs from Unilever ANZ CEO Nicole Sparshott. We secured embargoed interviews with the Australian Financial Review and AAP ahead of the announcement, giving us immediate tier one hits as the news went live, before pitching to national news outlets. We worked closely with the Unilever comms team and their agencies in other markets to develop a schedule for media interviews on the day and secure spokespeople for broadcast interviews and the SOCIETY Unilever team worked together to field inbound requests to ensure quick turnarounds, securing immediate pick up on Nine.com.au, Bloomberg and The Daily Aus.

The Response