Unilever Marketing Strategy Focuses on Influencers and AI

Unilever’s new approach combines influencers and AI to improve its marketing efforts. This fresh Unilever marketing strategy aims to win over shoppers who distrust traditional advertising.

Expanding Social Media Presence

Unilever’s new CEO, Fernando Fernandez, shared plans to expand the company’s presence across social media platforms. He announced that Unilever will hire influencers to promote its brands in various regions worldwide. Some countries may have as many as 100 influencers per region.

Building Trust Through Influencers

“Consumers are suspicious of corporate messaging,” Fernandez explained. “Using influencers and celebrities allows others to speak for our brands on a large scale.”

To achieve this, Unilever plans to allocate 50% of its advertising budget to influencer partnerships. This strategic shift highlights the company’s commitment to enhancing its social-first marketing approach.

Leveraging AI for Content Creation

AI will also play a significant role in Unilever’s content creation process. Fernandez stressed that a modern content machine must differ from past methods. By combining AI tools with influencer marketing, Unilever aims to create desirable content at scale.

CEO’s Commitment to Demand Creation

Fernandez, who recently replaced Hein Schumacher as CEO, expressed his focus on market execution and demand creation. He emphasized that dedicating time to these areas would generate strong returns.

“I will be a front-line CEO,” Fernandez stated. “I am committed to driving our marketing strategy forward with influencers and AI.”

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