Unilever’s Fresh Leadership Sparkles New Marketing Strategy

News Summary

Unilever is undergoing significant marketing changes under new CEO Fernando Fernandez, shifting to a ‘social-first’ approach, increasing social media spend to 50%, and engaging more influencers, especially in key regions like India and Latin America. This strategy reflects a growing trend in influencer marketing and aims to deepen consumer connections while navigating concerns like authenticity and social fatigue.

Unilever’s Fresh Leadership Sparkles New Marketing Strategy

It’s an exciting time over at Unilever as the company pivots under new leadership. Hein Schumacher, the previous CEO, stepped down in February 2025 after a brief two-year stint. Taking the helm is Fernando Fernandez, an experienced Argentine executive who has spent nearly 40 years at Unilever. That’s right, four decades!

A Shift in Strategy Amidst Changes

As part of his new vision, Fernandez is gearing up to revamp Unilever’s marketing strategy dramatically. One of the most notable aspects is the company’s decision to transition towards a “social-first” approach. This means that Unilever plans to increase media spending on social channels by a whopping from 30% to 50% of its marketing budget.

But that’s not all! Fernandez also intends to collaborate with 20 times more influencers as part of this strategy. The thought here is that by engaging a broader range of voices, Unilever can connect more effectively with its consumers, especially in specific markets where brand loyalties and preferences vary.

Focus on Strong Markets

Speaking of targeted engagement, Fernandez has identified key regions for growth, specifically India and Latin America. With a vast number of zip codes and municipalities in these areas, the potential for localized influencer engagement is enormous. This strategy aims to ensure that Unilever’s brands resonate on a deeper level with diverse consumer bases.

Understanding the Landscape

An industry analyst noted that while many are watching closely, very few other companies of Unilever’s magnitude are likely to adopt a similar plan of dedicating 50% of their budget to social media. In fact, most firms typically allocate around just 6% for influencer marketing, which certainly puts Unilever in a unique position.

As the company embarks on this exciting journey, influencer marketing agencies are likely to reap the benefits from this increased investment. Those agencies specializing in areas like India and Latin America may find themselves particularly well-positioned, as they can offer localized strategies that cater to their audiences’ preferences.

The Maturing Influencer Marketing Landscape

It’s also important to note that the influencer marketing landscape has evolved significantly since previous concerns about fraud and authenticity. Advanced tools and campaign management systems have helped to address these issues, paving the way for more effective and trustworthy partnerships. The overall feeling is that influencers have become essential in connecting brands with consumers, leading to engaged and empowered relationships.

However, there are still concerns about what some are calling social fatigue. With so much commercialization happening, it is crucial for brands to ensure authenticity is kept intact. If not, the flood of promotional content could dilute the genuine connections that followers appreciate.

Evolving Strategies are Key

Analysts agree that brands, including Unilever, will need to innovate their strategies and explore new formats to keep consumers engaged and excited. The rise of investment in influencer marketing reflects a growing confidence in this space for many marketers. Some projections even suggest that the creator economy could reach a staggering $480 billion by 2027.

In fact, a recent study indicated that more than 53% of marketers plan to increase their spending on influencer content this year alone. With units of change happening at Unilever, it seems their leap forward might just set a trend for others to follow.

Wrapping Things Up

In summary, it’s clear that Unilever is gearing up for considerable shifts under the new leadership of Fernando Fernandez. With a strong focus on social media and local influencer engagement, the company aims to connect with consumers on a deeper level than ever before. As we keep an eye on how this unfolds, one thing’s for sure: the marketing landscape is about to get a whole lot more dynamic!

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Additional Resources

• The Drum
• Wikipedia: Influencer Marketing
• Social Media Examiner
• Google Search: Influencer Marketing 2025
• Hello Partner
• Encyclopedia Britannica: Advertising
• Sprout Social
• Google News: Unilever CEO marketing strategy