Unilever Future Leaders’ League (UFLL) has been the centerpiece of Unilever Indonesia’s continuous commitment to developing the nation’s future change makers. Ever since its inception in 2013, securing a seat in the annual business case competition has made it a must-have target for many final-year university students. Because the event is held in such high esteem, UFLL has helped cement Unilever’s employer brand as one of the top companies to work for. However, as more companies followed suit with their own leadership development programs, it became clear that Unilever needed to reignite the excitement towards UFLL in its fifth year.

As the number of applications started to dwindle, Unilever could no longer rely on its name recognition alone: it needed to proactively capture students’ attention with a constant and attractive promotional strategy. Unilever also needed to provide a once-in-a-lifetime experience for its finalists—a memory and an identity that they would remember for many years to come. As such, there were two aspects at stake here: to attract as many high-quality applications as possible and to offer a unique and unforgettable experience, both of which would help maintain Unilever’s employer brand.

Kalibrr planned, developed, and executed a comprehensive, extremely attractive campaign package that energised the UFLL brand but still retained its core values. In the three years we have partnered with Unilever we have created all-new event themes, taglines, and hashtags that separate each UFLL from one another. As the theme changes, we have developed new messages and key visuals that match the topic and are relevant to the audience’s sensibilities and Unilever’s requirements.

We believe that synergy is crucial to the success of UFLL, and so UFLL is ever-present in various communication channels, such as LINE, Instagram, Facebook, Youtube, new online outlets, student partnerships, and its own personalised website that has been built from scratch. No-one is left in the dark about UFLL: everyone is welcome to apply!

As for the event itself, we helped Unilever produce merchandise that represents their youthful and empowering identity. We designed the look, picked the best materials, and delivered the merchandise to the finalists’ doorstep—all in order to honour them as Indonesia’s next generation of leaders.

From 2018 to 2020, the number of quality applications for each UFLL continued to increase. In 2018, UFLL received 260 applications, a number which doubled by 2020. We were able to spark new excitement around the annual event and accordingly put UFLL back on the radar.

Each event was found to be a unique experience for the finalists. They were able to meet influential industry leaders and fellow bright minds and could wear the badge of honour, which will remind them of their journey and achievements for many years to come.