Unilever's CEO Fernando Fernandez is shifting the company's marketing strategy to a social-first approach by significantly increasing the hiring of influencers, citing consumer skepticism towards corporate branding. This move comes alongside recent acquisitions in the influencer marketing sector, highlighting the growing trend of using influencers to engage audiences more effectively. Platforms like Meta's Creator Marketplace and TikTok's Creator Marketplace are emphasized as avenues for finding potential brand influencers to enhance marketing authenticity.
"Consumers are becoming increasingly suspicious of corporate branding, hence our decision to hire 20 times more influencers to enhance the authenticity of our marketing efforts."
"With the rise of influencer marketing, we recognize that traditional branding strategies may not resonate with today's audience, leading us to embrace a more social-first approach."
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