MARKETING STRATEGY

Unilever’s new boss will spend more on social media and influencers

By our African Marketing Confederation News Team | 2025

Incoming CEO says brand messaging is viewed with growing suspicion by consumers and having others speak for your brand is ‘very important’.

As a new CEO takes the helm of Unilever, the global FMCG giant, he has promised to shake up marketing and brand strategies within the group, pledging to put more focus on social media strategies and the use of influencers. 

 

Fernando Fernandez was a surprise appointment last month following the shock departure of Hein Schumacher, who was CEO for less than two years before being sacked by the board over his slow pace of reform of the consumer goods company. 

Photo: Sean Biehle via Flickr

Unilever is in the process of implementing a restructuring plan that includes cutting more than 7,000 jobs and separating from its ice-cream business. It has a portfolio of more than 400 global brands – including the likes of Dove, Knorr, Hellmann’s, Vaseline and Omo. 

 

In a ‘fireside chat’ with an analyst from Barclays Bank following his appointment, Fernandez said Unilever would be moving to a social media-first advertising model and increasing its spending on social media platforms from 30% to 50% of the company’s total advertising spend. 

 

Consumers are suspicious of brand messaging 

 

“Today brands are, by default, suspicious. Messages of brands coming from corporations are suspicious messages,” Fernandez is reported to have said in his Barclays chat. “Creating marketing activity systems in which others can speak for your brand at scale is very important. 

 

“Influencers, celebrities, TikTokers, etc. There are 19,000 zip codes in India, there are 5,764 municipalities in Brazil. I want one influencer in each of them. In some of them, I want 100, but at least I want one in each of them.” 

 

Fernandez added that he would look towards artificial intelligence (AI) for support. “It requires a machine of content creation very different from the one we have had in the past. AI plays a very important role in that, but I’m absolutely committed. 

 

“This is one of the things I will drive like hell in the company in the next few years. Desirability at scale and marketing activity systems of ‘others say’ at scale will be the fundamental principles of our marketing strategy. I’m 100 percent behind that,” he said. 

 

According to a report in the London-based Financial Times newspaper, Unilever’s marketing approach has typically associated its products with wider purposes, such as Hellmann’s mayonnaise tackling food waste or Dove soap denouncing toxic beauty standards.  

 

However, the tactic has lost traction as consumers have increasingly turned to online influencers instead of corporations for recommendations, the newspaper stated.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.