Abstract

The case discusses the strategic shift undertaken by Unilever PLC (Unilever), a leading global fast-moving consumer goods (FMCG) company, toward creator-led marketing under the leadership of its new CEO, Fernando Fernandez, in 2025. To strengthen consumer engagement and remain competitive in the digital landscape, Unilever increased the share of advertising expenditure allocated to influencer marketing from approximately 30% to 50% and expanded its global creator ecosystem from around 10,000 to nearly 300,000 influencers by 2026. Guided by frameworks such as 4Vs and SASSY, the company executed influencer campaigns including Knorr’s #UnlockYourGreenFlag, Dove’s #TurnYourBack and r/eal Reviews, Cif’s #Satis-hack-tion, and #VaselineVerified to enhance consumer participation, strengthen brand authenticity, and co-create brand value. While the strategy improved customer reach and consumer engagement, it also raised challenges related to campaign measurement, content authenticity, brand governance, regulatory compliance, and managing a large creator ecosystem.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Describe influencer marketing and its role in social media marketing.
• Explain Unilever’s influencer marketing strategy .
• Illustrate how influencer marketing leverages consumer engagement to drive brand loyalty, improve customer retention, and enhance brand advocacy.
• Analyze the challenges in implementing the influencer marketing strategy.

Keywords

Unilever; FMCG; Fernando Fernandez; 4Vs Framework; SASSY Framework; Dove; Knorr; Vaseline; Cif; Creator Economy; Hellmann,Digital Marketing; Influencer Marketing; Social Media Marketing; Marketing Strategy; Consumer Engagement; Creator Economy; Fernando Fernandez; Unilever; Brand Loyalty; Content Creators