"Unilever to hire influencers to sell mayonnaise and Marmite"

Ladies and gentlemen, buckle up! Unilever is about to shake up the consumer goods world with a bold new strategy that will have you saying, "BOO-YAH!" This isn't your grandma's marketing plan—it's all about influencers, social media, and desirability at scale. Let's dive in!

The New Face of Unilever

Fernando Fernandez, the newly appointed CEO of Unilever, has set his sights high. He's not just talking about a slight tweak here or there; he's talking about a complete overhaul of how Unilever reaches its consumers. And guess what? It's all about influencers, celebrities, and TikTokers. Why? Because, as Fernandez puts it, "Today, brands, by definition and by default, are met with skepticism when their messages come directly from corporations." So, Unilever is going to let others do the talking.

The Big Shift

Unilever is planning to skyrocket its social media spend from 30% to 50% of its total marketing budget. That's right, folks—we're talking about a massive investment in social media and influencer partnerships. Fernandez wants to work with 20 times more influencers than before. This isn't just about numbers; it's about reaching influencers all across the globe. He wants at least one influencer in each of the 19,000 zip codes in India and 5,764 municipalities in Brazil. Can you believe it? This is a hyper-local engagement strategy that will blow your mind!

The Power of Desirability

Fernandez is all about "desirability at scale." He believes that getting a portfolio that is more premium requires injecting desirability at scale. This isn't just about beauty products; it's about making all of Unilever's brands more desirable. And how does he plan to do it? By leveraging the voices of influencers, celebrities, and content creators. These are the voices that matter, and Unilever is going all in.

The Numbers Don't Lie

Let's talk numbers. Unilever's marketing spend has moved from 13% in 2022 to close to 16% now. That's a significant increase, and it's all part of the plan to drive "desire at scale" and "marketing systems with what others say about our brands at scale." Fernandez is obsessed with volume growth, and he knows that innovation is a key driver of that growth. So, he's investing big in social media and influencer partnerships.



The Risks and Rewards

Now, you might be thinking, "This sounds great, but what about the risks?" Well, let me tell you, there are risks. With a vast number of influencers, maintaining a unified brand voice and message can be challenging. But Fernandez is ready for it. He knows that this ambition will require a "very different" content creation strategy from what Unilever had in the past. And he's committed to using AI to manage the scale and complexity of the operation.

The Bottom Line

So, what does all this mean for Unilever and its investors? It means that Unilever is positioning itself to dominate the social media landscape and reach consumers where they spend most of their time. It means that Unilever is investing big in desirability and premiumisation, making its brands more appealing to consumers. And it means that Unilever is ready to take on the competition with a bold, innovative strategy that will have you saying, "BOO-YAH!"

So, do this! Get in on the action. Unilever is on fire, and this is a no-brainer. Don't miss out on this opportunity to be part of the next big thing in consumer goods. Unilever is going to hire influencers to sell mayonnaise and Marmite, and you need to be there to see it happen. This is the future of marketing, and Unilever is leading the charge. So, buckle up and get ready for the ride of your life!