The consumer goods giant is moving away from traditional marketing campaigns and instead building a massive global network of influencers and everyday advocates to promote its brands. Rather than relying solely on polished corporate adverts, the company is now betting on the power of real voices and personal recommendations.
From Ads To Influence
According to Fernando Fernandez, C.E.O. of Unilever, the company has dramatically expanded its influencer ecosystem in just two years.
What started as a relatively modest network of around 10,000 brand advocates has now ballooned to nearly 300,000 creators and supporters promoting Unilever products across multiple markets.
The shift reflects a wider change in how people discover and trust brands today. Consumers are increasingly influenced by recommendations from creators, professionals and everyday users rather than traditional advertisements.
Fernandez describes this strategy as leaning into “other people’s recommendations” — the idea that trust now sits outside the brand itself.
The Strategy Behind the Shift
At the centre of this transformation is Unilever’s marketing framework known as SASSY, which focuses on cultural relevance, social proof and constant innovation.
The approach pushes brands to stay connected to modern conversations and trends rather than simply broadcasting messages to consumers. In this model, brands become part of the culture instead of trying to dictate it.
Bigger Marketing Bets
The change is also backed by a growing financial commitment.
Unilever has significantly increased its marketing investment, raising spending from just over 13% of revenue four years ago to more than 16% today. According to Fernandez, the earlier spending level had left the company lagging behind competitors in modern marketing engagement.
Still Figuring Out the Formula
Despite the rapid expansion, Unilever admits it is still learning how to maximise returns in this new ecosystem.
Influencer-driven marketing can be unpredictable, with results often shaped by constantly changing social media algorithms and shifting consumer behaviour.
Beyond Influencers
The company isn’t abandoning traditional channels entirely. It is also doubling down on retail visibility and large cultural events to strengthen its brand presence.
Major global spectacles such as the FIFA World Cup remain key opportunities for Unilever to connect its products — particularly in categories like personal care — with wider cultural moments.
A New Era of Marketing
The strategy signals a broader evolution in how brands communicate.
Instead of speaking directly to consumers through ads, companies are increasingly relying on communities, creators and everyday voices to tell their stories.
In other words, the future of advertising may not look like advertising at all.
