When Justin Bieber pleaded for Popsicle to bring back the Double Pop, Shanna Wollack made sure it wasn’t too late to say “Sorry.” She led the Unilever team in quickly reacting by announcing a limited supply and called on fans and influencers to #BringBacktheDouble.
Wollack partnered with the brand to rally more than 100,000 consumers to retweet their desire to bring back the Double Pop for good.
This example is one of many that proves she is the engine behind a decade’s worth of buzzworthy and effective PR campaigns. In her past four years at Unilever, Wollack has guided PR and influencer strategy across some of America’s most beloved brands, including Dove, Hellmann’s, Breyer’s and many others. She’s an essential strategic partner for brand teams and agencies as she helps craft best-in-class programming.
One of her biggest successes is the WorldPride campaign for Axe. The activation set the stage for the brand’s epic Twitter clapback, #GoOffJill, which had loyalists and haters alike publicly stanning the brand for the first time for its agile, vocal support of the LGBTQ+ community, and earned applause from USA Today, CNN and BuzzFeed.
In Wollack’s new role as head of food and refreshments paid and earned media, she will strengthen the integration of paid and earned media for Unilever ice cream, tea, food and condiments brands. She will also direct enhanced planning across disciplines and further amplify the power of credible third-party earned endorsements through paid.