By now, the Unilever creator story is a familiar one.
With CEO Fernando Fernández recently crediting creators for the company’s growth on an earnings call, now’s as good a time as any to dig into the practicalities of running a network this size. Digiday spoke with Unilever as well as several agency execs to demystify the company’s creator push, breaking down the logistics of it and interrogating its limitations.
The brass tacks
To its credit, Unilever has been clear that the scale is necessary — that it isn’t working with 300,000 creators for headlines. It’s doing so because its CEO is betting that creators are vital to competing against the world’s largest brands.
“We’ve had to step up because we’re facing the Coke’s of the world, the Adidas of the World, the Budweiser’s of the world, who are extremely good and have a history of doing those things for a longer time than we have. So we have to step up significantly,” said Rani Al Hajji, chief growth and transformation officer for Unilever Personal Care.
