For Unilever to strengthen the role of its deodorant brands, AXE and Degree, in consumers’ everyday routines by positioning them as trusted guides in personal hygiene.

Using Unilever’s proprietary AI tool, Samantha, to create educational, taboo-busting content that is brand-right and optimised for both traditional and AI search visibility. Creating content at scale to secure citations, trust, and share of voice in the new search landscape.

We moved beyond automation to deliver humanised, multi-format storytelling that engaged audiences and satisfied algorithms for AXE and Degree. Our team worked closely with Unilever’s AI specialists to train Samantha to capture each brand’s unique personality and voice, producing content that felt natural and authentic while performing strongly in search. We produced multi-format content across 162 pages, incorporating AI-generated imagery, polls, quizzes, infographics, and videos to transform static content into interactive experiences. FAQs and People Also Ask sections were reconstructed to enhance performance in both traditional search rankings and AI Overview visibility, helping Unilever’s content become the go-to reference across deodorant-related queries.

Degree now dominates AI Overviews, with 37% share of voice in the US deodorant category and higher non-branded organic share of voice. Content lifted search visibility 10% month-on-month, delivering 148K annual organic sessions and stronger keyword rankings. Articles such as Why Does Sweat Smell Like Onions? and Why Do Armpits Smell After a Shower? achieved standout performance with up to 147% growth in sessions. Engagement soared, with bounce rates improving from 40% to 15% and interactive features driving 70%+ engagement rates. Meanwhile, content production scaled 3x faster, cutting draft creation time by 95% and reducing costs by 25%. By humanising AI at scale, we turned a shifting search landscape into a competitive advantage for Unilever’s personal care brands.