Unilever’s keys to mastering influencer marketing

Geoffrey Precourt

Unilever, the consumer packaged goods giant, is taking a nuanced approach to influencer marketing in reflection of this strategy’s current strengths and weaknesses.

“Remember when there was the first banner ad?” asks Luis Di Como, Unilever’s evp/global media. “Everybody would click and everybody would explore,” with no real sense of what the strategy would deliver.

“That’s what’s happening right now with influencer marketing.”

As banner ads became “more developed and sophisticated”, the more effectively they worked as marketing tools. Similarly, as influencer marketing becomes more relevant to consumers, the more attractive the tactic will become to brands and services.

Luis Di Como, evp/global media, Unilever

The Association of National Advertisers (ANA), in fact, recently polled some 200 leading marketers and discovered that 75%...

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