Recently, in his first public appearance as Unilever’s chief executive, Fernando Fernandez outlined a bold vision for the global consumer goods giant, emphasizing a major shift towards social media-driven marketing.
Speaking with Warren Ackerman, head of European consumer staples research at Barclays, Fernandez acknowledged the growing skepticism consumers have toward corporate messaging. Instead, he sees influencers, celebrities, and digital content creators as the new driving forces behind brand engagement.
“There are two things I will drive like hell: desirability at scale and marketing systems with what others say about our brands at scale,” Fernandez declared. To that end, he announced that Unilever’s social media spend will surge from 30% to 50% of the company’s total marketing budget. The company also plans to collaborate with 20 times more influencers, reinforcing its commitment to hyper-local engagement.
This transformation will require a highly efficient approach to content creation, with AI playing a central role. Unilever has already made strides in this space, partnering with TikTok in 2023 to launch a #CleanTok content hub, which amassed over 98.5 billion views in its first year.
Beyond marketing, Fernandez also addressed Unilever’s global strategy, emphasizing the importance of anchor markets like the US and India while accelerating growth in China, Indonesia, and the EU. He underscored the need for increased investment, stating, “Being consciously uncompetitive is a criminal act.” He also stressed the necessity of optimizing Unilever’s brand portfolio, balancing premium offerings with acquisitions and disposals.
