Why Unilever’s CEO Plans to Work with ‘20 Times More Influencers’

Unilever

Unilever’s new CEO, Fernando Fernandez, formerly CFO, announced plans to work with 20 times more influencers across its brand portfolio in a fireside chat. This is part of a broader effort to increase Unilever’s social media platform spending from 30% to 50% of its total advertising budget, with the goal of rapid growth and change.

Fernandez cited messages from brands as "suspicious" and stressed the importance of “creating marketing systems in which others can speak for your brand at scale,” adding that doing so “requires a machine of content creation very different from the one we’ve had in the past.”

His remarks reveal Unilever’s blueprint for influencer marketing. I break down what he said, how it translates into strategy, and why it matters.

What the Blueprint Will Look Like

Creators at Scale

“So, creating marketing activity systems in which others can speak for your brand at scale is very important.”

Fernando Fernandez, CEO, Unilever

Why It Matters: While some brands have shifted toward fewer, long-term influencer partnerships, Unilever is taking a numbers-driven approach, looking to up the number of creators it works with. This will generate the volume of messages and content it seeks.

Social proof, or what others say about a brand, carries more weight than what the brand says about itself. It’s the foundation of influencer marketing, and the best way to strengthen it is through scale.

Multi-Tiered

“Influencers, celebrities, TikTokers, etc.”

Fernando Fernandez, CEO, Unilever

Why It Matters: From TikTok creators to celebrities, having a diverse range of individuals promoting brands is valuable as it helps tap into the unique audiences, benefits, and outcomes associated with each tier.

For example, TikTok creators are better positioned to connect with younger, niche audiences, while celebrities can attract a broader, mainstream crowd.

In addition, it will help Unilever become more multi-platform. As Fernandez pointed out, 'The phone has changed the parameters of aesthetics,' highlighting how consumer engagement now revolves around mobile devices, enabling different content formats and voices.

Hyper-Local

“There are 19,000 zip codes in India, there are 5764 municipalities in Brazil. I want one influencer in each of them. In some of them, I want 100, but at least I want one in each of them.”

Fernando Fernandez, CEO, Unilever

Why It Matters: Unilever plans to scale influencer partnerships regionally, making messaging more relevant. Creators, embedded in their communities, offer endorsements that resonate deeply. A hyper-local approach also allows brands to double down on high-growth areas and accelerate expansion where needed.

AI-Driven

“It requires a machine of content creation very different from the one we have had in the past. AI plays a very important role in that, but I'm absolutely committed.”

Fernando Fernandez, CEO, Unilever

Why it Matters: To generate the necessary volume of content, AI will be essential. Unilever will likely use AI for discovery by identifying the right creators, repurposing content across platforms, and optimizing distribution to reach the right audiences. These are already key areas where AI is shaping influencer marketing, and its role will only grow as AI tools and technologies continue to improve.

Why This Will Accelerate Investment in Influencer Marketing Even More

Influencer marketing has steadily gained traction, with spending expected to hit $10.5 billion this year. But when a leader from a global powerhouse views influencers as a core driver for fast growth and makes it public, it’s a big move for the industry. Just look at the number of posts across LinkedIn and the media coverage it’s received.

What’s even more important is that this stance comes from someone with a numbers-driven background who sees the direct ROI between influencers and business growth—something today’s budget holders often miss. This will become less of an issue down the road as measurement improves, and future leaders at companies will have a background in social and influencer marketing.

But perhaps most importantly, the market is demanding it. Younger audiences continue to gravitate toward social media for entertainment, information, and, of course, shopping, with creators driving this trend. Brands need to show up in the spaces and alongside the sources of consumers’ attention today, and it will also become more important in the future.