TRESemme's Paige DeSorbo Collab Gives Unilever's Influencer-First Strategy a Glossy Start

Unilever's new CEO, Fernando Fernandez, has initiated an "influencer-first" marketing strategy, allocating up to 50% of the $9 billion ad budget to this approach. Early results from TRESemmé's campaign featuring Paige DeSorbo show a 42% increase in positive sentiment and a 60% rise in Instagram engagement. The campaign utilizes a mix of traditional and digital strategies, including national TV ads and extensive social media engagement. The brand aims to revitalize its image, positioning itself as relatable and stylish through DeSorbo’s ambassador role, reflecting a fun and witty persona.

The ongoing push was developed by Brandtech Consulting, and the creative is by Gravity Road. It’s been designed to give the brand a ‘jolt’ in the U.S.

TRESemmé's desire to develop a more fun and witty tone of voice than in previous work led it to DeSorbo as a muse.

Read at Adweek