🚀 From 30% to 50%: Unilever’s Social Media Surge
Unilever is making a significant shift in its advertising strategy. Under CEO Fernando Fernandez, the company plans to increase its social media investment from 30% to 50% of its total advertising budget. This move underscores a commitment to marketing through content creators and user-generated content (UGC) as primary drivers of brand engagement.
📈 €900M Marketing Boost: A Decade-High Investment
In 2024, Unilever increased its brand and marketing investment by €900 million, bringing the total to 15.5% of its turnover—a level not seen in over a decade.
🤝 20x More Content Creators: Building a Creator Army
Fernandez aims to emphasise a hyper-local strategy. He stated, “There are 19,000 zip codes in India and 5,764 municipalities in Brazil. I want at least one creator in each of them.”
🔍 Why This Matters for Your Brand
- Consumer Trust: Content creator often resonates more with consumers than traditional advertising.
- Authenticity: Collaborating with creators allows brands to present their products in genuine, relatable contexts.
- Scalability: Leveraging a broad network of creators enables brands to reach diverse audiences effectively.
With btrend, you can:
- Match with creators based on audience, values, and style
- Co-create campaigns that feel authentic and deliver results
- Measure reach, engagement, and ROI with precision
In an era where authenticity drives consumer decisions, Btrend empowers brands to harness the full potential of the creator economy.
Unilever’s strategic pivot highlights the growing importance of the creator economy in modern marketing. By embracing the UGC partnership, brands can build trust, foster community engagement, and drive growth in an increasingly digital landscape.
𝗬𝗢𝗨𝗥 𝗖𝗥𝗘𝗔𝗧𝗜𝗩𝗜𝗧𝗬 𝗜𝗦 𝗣𝗢𝗪𝗘𝗥 ⚡
Match – Create – Monetize
About btrend
btrend is an AI-powered platform that connects businesses and content creators directly — no middlemen.
It streamlines collaborations, boosts campaign impact, and empowers both sides to control their content, pricing, and partnerships.
btrend is made for a generation that wants to create, collaborate, and monetize freely.
📩 Press & investor inquiries
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