Unilever’s keys to mastering influencer marketing

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...