In May 2025, Unilever Homecare launched Comfort's new Pure Heaven Scent range in partnership with one of the UK’s most influential influencers, Molly-Mae Hague.
Partnering with the UK arm of global influencer agency, Goat, the concept of this partnership came from a desire to build deeper long term relationships with creators and influencers. They were seeking a year-long ambassador to truly embody the campaign.
Alongside this, Unilever wanted to build awareness and consideration amongst younger Gen Z and millennial customers. This needed to also convert into measurable sales uplift, long term brand penetration and a greater share in the Sensitive laundry market.
Why Molly-Mae?
Molly was a natural fit for this ambassadorship. Of course, she’s one of the biggest influencers in the UK and has cultivated a hugely engaged and dedicated fandom, particularly amongst Gen Z and younger millennial women (our target audience).
But it wasn’t just that. Molly is a mum to a young daughter, Bambi, and was in the process of renovating her home. She also suffers from eczema and pityriasis versicolor, so has spoken about her preference for sensitive skincare products. Comfort’s sensitive Pure Heaven Scent range would fit really well with her evolving lifestyle, homecare, parenting and skincare content.
Molly is possibly one of the most high demand influencers, not just in the UK, but the world. But she really bought into the products, the story, and the mission behind the brand.
Execution
This was a truly 360 influencer activation. Unilever and Goat wanted to build a story around Molly and Heaven Scent so she was very involved in the process encouraging more UGC.
Goat produced the entire shoot which made up the campaign’s hero imagery and visual identity. We then published the content in a truly integrated way to make as much impact as possible.
Organic Social (Molly’s channels):
Point of Sale:
OOH:
TV and Documentary:
PR and UGC:
We staggered the activity to keep momentum going and build the story:
We successfully achieved our objective of securing a long-term partnership with a hero influencer that could really speak to Heaven Scent’s key audiences and represent the brand. The collaboration has proved incredibly effective in cultivating a deep, lasting brand affiliation,
KPIs include (note that this is only measuring results up to November 2025 with the partnership running until at least April 2026):
Beyond numbers, this collaboration has proven incredibly effective in cultivating a deep, lasting brand affiliation. Notably, even with just one initial social post, we observed a significant trend where micro-influencers, nano-influencers, and genuine consumers organically began referring to the product as the "Molly Mae Heaven Sent Range."
It is also a fantastic example of a truly 360 influencer collaboration and has helped to shift Unilever’s approach to influencer partnerships. The results have enabled the teams to demonstrate that long-term, integrated ambassadorship can deliver storytelling, surpass short-term performance, and change consumer behaviour.
