Creators essential in every postal code reinforcement by Unilever
Bold New Steps: Unilever's Influencer Marketing Blitz
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Shortly after Fernando Fernandez took the helm as Unilever's CEO, he made a splash with his plan to team up with 20 times as many influencers as the company previously had. During his first quarterly earnings call, this objective was reaffirmed.
Unilever delivered a 3% increase in underlying sales (USG), a performance Fernandez deemed 'tenacious' despite the 'tumultuous global economic climate.' Confident in their ability to meet their full-year targets, they predicted a USG range of 3-5%.
Looking ahead, the FMCG giant will focus on 'scaling desire' and forging 'novel methods of reach and persuasion.' In simple terms, Fernandez explained his intention to enlist the aid of many more local voices to champion Unilever's brands. During the last few weeks, he collaborated with top marketers to design what he calls the 4V model of social media: a variety of creators, a high volume of content, viral potential, and swift velocity.
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Expanding its influencer marketing efforts is believed to be a key stepping stone in Unilever's transformation. This move would, according to Fernandez, generate a demand engine that would benefit both marketing and sales objectives.
** complementary-info:**Unilever's influencer marketing strategy revolves around building deeper connections with its audience, particularly by engaging a more diverse group of creators. The company is looking to diversify its content creation across different platforms, while forming lasting collaborations with influencers who resonate with the brand's narratives. This strategy is expected to enhance brand visibility, increase engagement, and potentially boost sales. [source 1]
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Unilever was not the only company to appreciate the merits of creator marketing that day. ASOS, a popular fast fashion retailer, reported impressive performance during the past six months, boosting its adjusted ebitda by £60m compared to the previous year.
CEO José Antonio Ramos Calamonte attributed these results to strategic moves like decreasing discounts, tempering investments in performance marketing, and increasing the influencer roster by an impressive 30% over the same period. Ramos Calamonte stated that this expansion of their influencer network has positively impacted their return on ad spend (ROAS) and customer reactivation.
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Whether through discounts, performance marketing, or influencer relations, both Unilever and ASOS believe they have found key components to success in today's ever-evolving marketplace. For more details on ASOS's unique approach to influencer marketing, additional information would be needed.
:image:`Unilever products. Source: Unilever media centre.
- Unilever's focus on expanding its influencer marketing efforts is envisioned to create a demand engine, serving both marketing and sales objectives by generating a wave of interest and demand for its products.
- In line with this strategic shift, ASOS also reported impressive performance due to an increase in its influencer roster, suggesting a positive impact on their return on ad spend (ROAS) and customer reactivation, illustrating the value of effective influencer marketing in the business and media sector.
