A year after Unilever, the ad-funded creator economy is still catching up to its own ambition

"Having set up the influencer programme initially at Unilever I've been reading with interest the coverage about their increased investment in social and influencer. As they are heading into their first full year of this model, and with various other brands having followed a similar strategy, I think we'll see a reckoning over the coming months."

"Billion Dollar Boy grew its business by a third in the six months after Fernández spoke. Brands that had never seriously considered the channel - traditional FMCG, financial services, automotive - started sending RFPs, some telling Agentio CEO Arthur Leopold directly that Unilever had made them realize how underinvested they were."

Unilever's new CEO, Fernando Fernández, announced a major shift in marketing strategy, allocating 50% of the media budget to social and increasing the number of creators significantly. This declaration marked a turning point for influencer marketing, transitioning it from an experimental phase to a strategic priority. The industry responded with enthusiasm, leading to increased investment and interest from brands that previously overlooked influencer marketing. Companies across various sectors began to recognize the potential of creators, resulting in a notable growth in businesses like Billion Dollar Boy.

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