Unilever's "Influencer First" Strategy Transforms Global Marketing Sector

Strategic Transformation: 300,000 Content Creators Consumer goods giant Unilever, led by CEO Fernando Fernández, has radically overhauled its marketing strategy by transitioning to an "influencer first" model.
As part of a new roadmap announced in March, the company aimed to expand its influencer pool 20-fold compared to previous periods.
Recent statements from Fernández reveal that this goal has largely been achieved, with the company now actively collaborating with approximately 300,000 content creators worldwide.
The "Unilever Effect" and Sectoral Momentum This radical decision by Unilever, which owns iconic brands such as Dove, Hellmann’s, and Vaseline, has triggered a transformation in the marketing world known as the "Unilever Effect." Industry consultants note that many Fortune 500 giants are following Unilever's lead by pivoting toward influencer-centric strategies.
Global advertisers including General Mills, Victoria’s Secret, Gap, and SharkNinja have begun shifting their budgets from traditional media outlets to content creators.
2025 Projections: A $37 Billion Market Research indicates that 62 percent of marketers plan to increase their influencer budgets by 2026.
A report prepared by the Interactive Advertising Bureau (IAB) predicts that U.S.
advertiser spending on content creators will reach $37 billion in 2025, representing a 26 percent annual growth rate.
This growth is enabling influencer marketing to take on a more corporate and multi-channel structure, encompassing usage rights on platforms such as Meta and TikTok.