How Unilever's huge bet on influencers led to a creator economy gold rush [Business Insider]
Unilever PLC American Depositary Shares (each representing One Ordinary Share) (UL)
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Source: Business Insider
Have an account? Log in Unilever this year announced a plan to increase the number of influencers it works with by 20 times. Influencer marketing insiders say it led to a gold rush for some areas of the creator economy. The big Unilever creator marketing mandate also encouraged other brands to up their influencer game. Creators are ringing in a banner year for influencer marketing , and they might consider sending a thank-you note to Unilever CEO Fernando Fernández. In March, Fernández unveiled a new "influencer-first" strategy. He said the consumer-goods company would work with 20 times the number of influencers it had previously worked with. The owner of well-known brands such as Dove, Hellmann's, and Vaseline also said that it would spend half of its ad budget on social media, up from 30%. The result has been a galvanizing event for the influencer marketing space, according to marketing consultants and executives, talent agents, and influencer marketing insiders. "Un
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