Unilever invests in influencer marketing company

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

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene