Supporting Unilever's social-first marketing strategy
Scroll through social media and it's clear that people are looking for quick ideas, useful tips and entertainment. For Unilever’s brands, that means being able to join conversations while they are happening, rather than waiting weeks to plan a traditional shoot.
In the UK, Unilever brands have already been consistently showing up on social media feeds, helping build brand awareness and growth as part of Unilever’s social-first marketing strategy.
A recent viral pickle sandwich from Hellmann’s reached more than 13 million views on TikTok, and creator collaborations, such as Hellmann’s and Big Simon, have helped our Foods brands achieve an organic reach of 66 million in 2025.
Similarly, in our Home Care business, the launch of Cif Infinite Clean was supported by over 600 creators, generating over 1000 videos during the launch period by showcasing versatile real-world uses for Cif’s newest innovation.
Most recently, Rachel Duffy and Amanda Collier, stars of a certain hit BBC show of trust and betrayal, turned detectives for the day at Sunlight House, going behind the scenes with Dove to crack the case of its Moisturising Body Wash and 24-hour lotion-soft skin.
With its content-friendly, 'specialist spaces' that reflect modern home environments, Unilever’s Sunlight House HQ allows our brand teams, creators and experts to work together in one place to test ideas, film quickly and respond to the latest social conversations. This means content that previously could have taken weeks can now be produced and posted in days.
In conversation: how Sunlight House is changing social content creation in the UK
We spoke to two of the social media leads - Matthew Bailey, Senior Content Strategy Manager for Foods and Laura Hewer, Digital Marketing Manager for Home Care - to understand how the new HQ offers the perfect backdrop for their brand content.
- Which spaces are you using for your content?
Matthew: We are lucky enough to have a fully equipped home kitchen that you can genuinely use to cook a meal from scratch with an adjoining dining room for up to twelve people to enjoy or to use as an extra meeting space.
Laura: The new Home Care Centre spaces at Sunlight House simulate a home bathroom, utility room and kitchen and include work surfaces, sinks, a shower, a bath and washing machines, so creators can show products being used in familiar, everyday settings.
- How has being in the new HQ changed the way you create content?
Matthew: Previously we would have had to coordinate external locations, creators and production teams, but now that can all happen under one roof. For food brands, that means a recipe idea, viral food trend or a comment from a consumer can quickly become a piece of content, rather than waiting for a bigger campaign window.
If something is trending, we can get into the kitchen, test it, film it and get it ready while people are still talking about it. That is much harder to do if you are waiting for a location, a crew and a production schedule. By then, the moment may already have passed.
Laura: For the first time, our content creators, marketers and brand teams can come together in one place to plan, test and produce content in environments that look and feel authentic. Previously, creators often filmed cleaning content in their own homes, which worked well but limited what they could show and made it harder to create repeatable, brand-ready content at speed.
Now we are ready to go, whether we’re demonstrating how to clean a bathroom, tackle a laundry challenge or share a simple surface-cleaning tip. It gives us much more freedom to create content that is useful, relatable and easy for people to put into practice.
- Which brands are you filming content for?
Matthew: The kitchens have already supported content for Hellmann’s, Knorr, Marmite, Pot Noodle and Namdong. For the launch of Namdong’s new Creamy Cheese flavour, the team was able to create all the launch content at Sunlight House, cutting out the need to source a separate kitchen location.
Laura: We are already filming content across all of our home care brands like Surf and Domestos through Cleanipedia, Unilever’s global cleaning and home care platform. We also support the Persil and Cif brand pages with their organic content too.
Frequently asked questions
What is Sunlight House?
Sunlight House is Unilever's new UK headquarters in Kingston upon Thames. Opened in May 2026, it has been designed to bring together employees, brands, partners and creators in a modern, collaborative workplace. The name pays tribute to Sunlight Soap, one of Unilever's founding brands and a key part of the company's heritage. It reflects Unilever's history while looking ahead to the future.
What is creator-led content?
Creator-led content is content made with creators who understand how people use social media and what works best on different platforms like Meta, YouTube and TikTok. It helps brands show up in a way that feels natural, useful and relevant to the audiences they want to reach.
Why are brands investing more in creator partnerships?
More people are discovering products, recipes, cleaning tips and ideas through creators and short-form video content. Working with creators helps brands join those conversations in a way that feels authentic and engaging.
How does creator-led content support Unilever brands?
Creator-led content allows brands to respond more quickly to trends, share practical advice and create content that feels at home in consumers' social feeds. It works alongside broader marketing campaigns to help brands stay relevant and connected to everyday conversations.
How does Sunlight House help create social content faster?
- Dedicated filming environments
- Brand teams and creators together
- Faster testing and production
- Reduced external location requirements
- Quicker response to social trends