CleanTok, Creators and Community-Building. How Unilever Home Care has Evolved their Influencer Strategy

Available on Spotify, Apple Podcasts and YouTube

In this episode, we explore:

• How they’ve evolved their approach to influencer marketing 
• Building powerful creator partnerships
• How CleanTok is dominating BeautyTok & BookTok 
• Some of their most powerful activations 
• Building desire at scale using their SASSY strategy
• What’s shaping the creator economy this year

🎙️ Hosted by:

• Jo Hughston: Head of Marketing, The Goat Agency
• Matt Wyatt, Senior Video Producer, The Goat Agency

Guests:

• Maddie Gilbert, DMC Lead UKI and Head of Digital Marketing Europe, Unilever
• Laura Hewer, Digital Marketing Manager, Unilever

Chapters:

• 00:00 – 05:39 – Introduction
• 05:39 – 09:35 –  Unexpected experiences working at Unilever
• 09:35 – 11:12 –  How influencers have shaped home care consumption habits
• 11:12 – 14:34 – How Unilever are marketing homecare products
• 14:34 – 16:28 – How do Unilever reach a wide range of audiences?
• 16:28 – 22:26 – How we consume home care content
• 22:26 – 23:45 – How their influencer marketing strategy has evolved over the last few years
• 23.45 – 29:11 –  How Unilever are building desire at scale
• 29:11 – 33:17 – Balancing long term strategy with experimentation
• 33:17 – 35:25 – Working with The Goat Agency
• 35:25 – 40:16 – Sharing content across different channels
• 40:16 – 49:00 – Unilever’s notable campaigns
• 49:00 – 51:37 –  What the next 5 years of influencer marketing looks like and final thoughts