Following his recent CEO appointment, Fernando Fernandez at Unilever announced a significant shift to a social-first advertising strategy, committing to direct half of advertising investments toward social media and targeting a diverse array of influencers. This approach aims to foster deeper community connections in emerging markets like India and Brazil, as noted by the support it has received from brand leaders, especially at Dove, which is spearheading efforts through campaigns like #ShareTheFirst, designed to engage audiences authentically without traditional production constraints.
Dove's evolving efforts have always been based in research, and #ShareTheFirst is no different. The campaign seeks to engage diverse communities authentically and meaningfully.
Fernandez emphasized that his strategy will require working with influencers in every municipality throughout Brazil and India, aiming to create localized connections.
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