The creator economy is increasingly recognized by CEOs as a meaningful growth lever in the current earnings season. Unilever emphasized modern branding techniques through influencer collaborations and high-engagement campaigns. Procter & Gamble highlighted their innovative approach in launching products by incorporating top TikTok creators to create engaging marketing content. L'Oreal pointed out the global trend of increasing importance placed on personal appearance, driven by social media discussions around beauty. Coca-Cola is focusing on affordability and sustainability through new investment strategies.
"We are also using a modern approach to scale the brand, with more focus on content at scale, 'what others say,' and influencers..."
"For the PowerMop launch, the Swiffer team brought several top TikTok creators into their labs to learn about PowerMop from P&G scientists..."
"Today, over two thirds of people around the world consider it important to look fit and attractive..."
"To drive transactions, we're reprioritizing investments driving affordability with refillables..."
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