StanifyUnilever

Case study

From comments offto conversations on

How a Unilever division turned its comment sections into one of its strongest channels.

One Unilever division in one market, January to August 2026, on Instagram, TikTok and Facebook.

TRESemmé, Sunsilk, Lifebuoy, Pond's and Vaseline products

At a glance

8
brands
43,000+
comments handled
8,100+
harmful comments hidden
7x
more comments answered
2x
engagement rate
All-time high
on the client's own brand scorecard

Before

The challenge

  1. Before Stanify, spam and abuse had got so bad that some brands had switched their comments off entirely.

  2. Where comments were on, most never got a reply.

  3. Every brand needed its own voice, in the languages its customers actually type in.

Stanify

What Stanify did

  • Protect: harmful comments hidden automatically, within seconds.

  • Engage: AI trained on each brand's voice, replying in context and asking something back.

  • Convert: product suggestions, links and DMs when someone wants to buy.

  • Understand: every comment read, sorted and turned into insight for brand teams.

  • Measure: a new community-health KPI, reported monthly.

Snippets are illustrations with sample comments.

30 days

The turning point

Four brands moved from human approval to autopilot. In 30 days, comments answered went from 9% to 62%, and conversations grew almost 5x. When brand teams did review the AI's replies, nearly 9 in 10 went out without a single change.

Human approvalAutopilot
Comments answered
9%62%
Conversationsalmost 5x
Day 1Day 30
Replies brand teams reviewednearly 9 in 10

Conversation curve drawn between the case study's start and end points.

January to August 2026

Results

Protect

Comment sections switched back on and kept clean. In the first two months, half of all comments were spam or abuse, hidden from public view automatically. 8,100+ hidden in total.

Sentiment

2:1 → 6:1

Net sentiment almost tripled, from 2 positive comments for every negative one to 6 for every negative one.

Engage

nearly 3x

Brands that answered more got nearly 3x more returning fans. There were more conversations in the last two months than in the six before.

Conversations per month
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 1
Month 2
Previous six monthsFirst two months with Stanify

Convert

3x

3x more buying links in two months than in the previous six.

Buying links per month
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 1
Month 2
Previous six monthsFirst two months with Stanify

Performance

Engagement rateMore than 2x
Client's brand scorecardHighest ever

Engagement rate more than doubled and stayed above target every month since March. The client's own brand scorecard nearly doubled, to its highest level ever.

Indexed to January. Monthly steps drawn from the case study's start, March jump and end points.

Insights

What the comments revealed

6 towns

Stock-outs flagged in six towns, straight from the comment section.

193

193 customers described what they wanted next, including 23 products that don't exist yet.

91%

91% of giveaway comments were noise. One organic post with no prize drove more real conversation.

#1 → last

The brand ranked #1 on the client's scorecard every month was last on real conversation, so the client started tracking community health.

Today

What happened next

1 → 4 markets

The partnership grew from one market to four

Training

Stanify now runs social-first training for the client's marketing teams.

Free demonstration

See what Stanify would
do for you.

We'll apply Conversation Intelligence to your own channels, as a demonstration, for free.

Enter your work email and we'll send it in minutes.