Campaign
Walgreens "Untold Beauty"
Multicultural shoppers made 22 trips a year to Walgreens but only purchased beauty
and personal care on 5 of them.
To deepen loyalty and shift share, Unilever evolved Untold Beauty from a campaign into a commerce-driven community platform, amplifying real stories from multicultural shoppers and turning retail media into a stage for voices historically unheard.
Client
Unilever
Role
Art Director
Event Partner
The Moth
Team
Katie McElligott, Brittany Wilson, Genna Tardi
Where we activated
In-store, in parking lots, and across Walgreens’ retail media network, we met shoppers where they already were.
A first-of-its-kind partnership with The Moth brought live storytelling “Slam” events to Chicago, New York, and Miami capturing authentic, unscripted community voices.
Those stories extended across:
- In-store audio during The Moth Radio Hour
- Digital out-of-home placements
- Walgreens social channels
- Sponsored retail media placements
- A dedicated brand engagement page on Walgreens.com
Untold Beauty proved that
when shoppers see themselves reflected,
they don’t just engage they convert.
01. Authentic Community Impact
Live storytelling events and retail media integration amplified real shopper voices strengtheningemotional connection at scale.
02. Omnichannel Retail Expansion
Extended reach across in-store audio, digital out-of-home, social, and retail media — embedding purposethroughout the path to purchase.
03. Outpaced Benchmarks
Delivered a 6.36% conversion rate and $21.29 ROAS — doubling and tripling category benchmarks whileincreasing share of wallet.