Unilever boosts its social media presence with AI
The American giant's new advertising strategy involves influencer marketing powered by artificial intelligence. An army of influencers fed thousands of pieces of AI-generated marketing content boosted sales of a cookie-scented shower gel line, thanks to 3.5 billion views on social media platforms, according to The Wall Street Journal.
Unilever is boosting its influencer marketing campaigns to make its Dove shower gel products go viral on social media – thanks to artificial intelligence (AI).
The hygiene and food products giant already works with tens of thousands of influencers, and plans to increase that number ten to twenty times within a year, explains its technical director, Steve McCrystal. Influencer marketing [a brand promotion strategy that uses influencers] is “a very powerful way to drive growth, just as we believe it is to build our credibility,” he says.
Nearly half of consumers purchase a product at least once a month because of content posted online by an influencer, according to social media software company Sprout Social, points out Steve McCrystal. Influencers promote Unilever products such as Vaseline and TRESemmé shampoos. Some recently played a key role in the viral success of Dove's cookie-scented body care line.
In February, the change of CEO at the head of the company [Hein Schumacher had been replaced by the financial director Fernando Fernandez,
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