Unilever Recalibrates Influencer Strategy with Emphasis on Transparency and Creator Partnerships
Unilever is redefining its approach to influencer marketing, placing integrity, transparency, and long-term partnerships at the core of its strategy. The FMCG giant—whose portfolio includes Dove, Magnum, and Lynx—is calling time on practices that prioritize superficial reach metrics, fake followers, and inauthentic endorsement deals.
The shift responds to growing concerns around brand safety and consumer trust in influencer content. Unilever is setting stricter standards by discontinuing relationships with influencers who buy followers or use engagement bots. Instead, the company is prioritizing creators with authentic voices and meaningful engagement, even if that means smaller follower counts.
“We want to rebuild trust before it’s eroded completely,” said Conny Braams, Unilever’s Chief Digital and Commercial Officer. The company is focused on influencer relationships that reflect its brand values and foster deeper consumer connections. Transparency around paid partnerships will also be a key pillar of future campaigns.
Unilever’s sharpened focus is part of a broader move toward purpose-driven marketing. Braams noted that social influence should no longer be measured purely by reach, but by relevance and responsibility. This includes working with diverse creators and collaborating on long-term content strategies rather than one-off paid posts.
The FMCG leader is also advocating for industry-wide change. It is encouraging other brands and platforms to hold influencers accountable and invest in tools that offer greater authenticity verification. Partners are being assessed not only on performance but also on whether their values align with Unilever’s ethical and sustainability goals.
For brands in the FMCG space, the implications are clear: influencer marketing is maturing and moving beyond a volume-driven model. Focusing on trusted voices, real engagement, and consistent messaging is likely to yield higher consumer loyalty and long-term value. As regulatory scrutiny grows and consumer expectations rise, those who fail to adapt risk falling behind.