Unilever has expanded its global network of influencers and brand advocates from about 10,000 to nearly 300,000 within two years, underscoring its growing focus on peer-driven marketing and social-first engagement.
CEO Fernando Fernandez disclosed this during a recent fireside chat, noting that the company is increasingly leveraging creators, professionals, and everyday consumers to recommend its products across markets.
He said the strategy reflects changing consumer behaviour, where trust is shifting away from traditional advertising towards recommendations from individuals within personal networks.
Fernandez explained that influencer marketing forms part of a broader ecosystem of “other people’s recommendations”, which the company sees as critical to building credibility in a fragmented media environment.
The development highlights a wider industry trend as brands move from one-way communication to more participatory and community-led marketing approaches.
In addition, the company is strengthening its presence across physical retail channels and global cultural events as part of efforts to deepen consumer engagement.
Unilever has also recently appointed a social-first agency to support the execution of its global influencer strategy, signalling a sustained push for creator-led marketing across its product categories.
