Brand News: Unilever's Bold Pivot
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Brand News: Unilever's Bold Pivot
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Unilever is making a strategic shift toward influencer marketing instead of traditional advertising. This massive consumer goods company is responding to increasing consumer skepticism by collaborating with authentic voices to promote their vast range of products.
• Unilever owns countless FMCG products from personal care items to foods
• Traditional brand advertising is becoming less effective at building consumer trust
• The company is now working with influencers like Sophie Hinchcliffe to reach consumers
• This signals a major industry trend toward personalized, relatable content
• A blended approach of traditional and digital channels with user-generated content is showing good results
• Even the biggest spenders on traditional advertising are finding they need to invest more in social channels
• Brand studies are showing insufficient lift from traditional advertising alone
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