Unilever invests in influencer marketing company

3 days ago

The packaged-food giant is getting into the game of influencer marketing as it is trying to build a more transparent and accountable ecosystem.

According to the WSJ, Unilever PLC is buying a stake in a software company, CreatorIQ, that helps marketers manage influencers.

“We very much love working with influencers because, as you know, they’re very influential in driving consumer opinion,” said Vasiliki Petrou, executive vice president at Unilever and group chief executive at Unilever Prestige.

These days, there have been a slew of cases where influencers were caught buying followers or using bots and accomplices to make their posts more exciting.

Unilever has been at the forefront, complaining about the lack of transparency, accountability and fraud in influencer marketing.

Unilever Ventures and TVC Capital have led a US$12 million Series B investment in SocialEdge Inc., doing business as CreatorIQ.

CreatorIQ provides services in the detection of fraud, handle proliferating influencer relationships that include micro and nano-influencers as well.

Ultimately, the world we live in these days has consumers believing and listening more to influencers, and marketers have to take a step back and appreciate this consumer–focused approach to marketing.

Source: WSJ

ADVERTISEMENT


First Time in Malaysia

The Young Spikes Malaysia 2019 Competitions offer creatives aged 30 or under a unique chance to gain recognition and make their mark on the industry.

The Young Spikes Malaysia 2019 Competitions offer creative and marketing communications professionals under 30 a unique chance to win recognition in their industry across Asia Pacific!

For more details and team registration, click here: http://bit.ly/YS19EntryKit

Team Registration(2pax) fee: RM 2000 + 6% SST per team


Important Dates:

Deadline Team Registration:
July 5, 2019

Live Briefing at Taylor’s University(Integrated):
July 31, 2019

Live Briefing at Taylor’s University(PR, Media & Digital):
August 1, 2019

Live Judging at Taylor’s University:
August 3, 2019

Young Spikes Malaysia Winners Ceremony:
August 14, 2019

For assistance, call Amira/Ruby 03 7725 2588 or email ruby@adoimagazine.com and amira@adoimagazine.com