Behind Unilever's creator and social strategy for next year's World Cup

"Next year's FIFA World Cup stands to be the largest spectator event in history. And Unilever, one of the planet's largest advertisers with a total marketing budget of $10.1 billion in 2024, is determined to capitalize on the billions watching. "Next year is the biggest sporting event that's ever going to happen..It's taking place in our biggest market. We will be making absolutely every effort to make it the biggest thing we've done," said Chris Barron, Unilever's general manager for personal care in the U.K. and Ireland, and vp of deodorants in Europe."

"The company's execs are currently planning how best to do that via paid media and sponsorships spanning four of its flagship personal care brands (Rexona, Dove, LUX and Lifebuoy) while simultaneously executing a major course change within its own marketing organization - a grand turn away from traditional one-to-many channels like television, toward a "many to many" approach prioritizing paid social and influencer marketing. In March, you'll recall, the firm pledged to devote half its media spending to social and creator marketing, and increase the number of influencers it works with by 20 times. Though just over six months into that mission, the philosophy now runs through the CPG giant like a stick of rock. "I want Unilever in North America to be the most outcome-oriented player," Ryu Yokoi, chief media and marketing capability officer, Unilever Personal Care and North America, told Digiday. Primarily, the shift is being fueled by budget taken from TV and display channels, he noted, without providing exact figures. "We always believe that moving picture, sight and sound, gives us the best opportunity for storytelling," he added. But TV now shares its old monopoly on those dimensions with Instagram, TikTok and YouTube."

Unilever plans a major World Cup marketing push using its $10.1 billion 2024 marketing budget to activate four personal care brands across paid media and sponsorships. The company is shifting from traditional one-to-many channels like television toward a many-to-many approach that prioritizes paid social and influencer marketing. Unilever pledged to allocate half of its media spending to social and creator marketing and to increase influencer partnerships twentyfold. Budget for this shift is being taken from TV and display channels. Executives emphasize outcome orientation while acknowledging that moving-picture storytelling now includes platforms such as Instagram, TikTok and YouTube.

Read at Digiday