New Unilever CEO Fernando Fernandez recently revealed plans to hire 20x the number of influencers in a major shake-up of marketing budget allocation. And he was specific on how he sees this new strategy working, using the example of two important Unilever territories:
“There are 19,000 Zip codes in India. There are 5,764 municipalities in Brazil. I want one influencer in each of them.” he said.
Quite the influencer marketing endorsement from the FMCG behemoth!
Whilst the increase in influencer use is dramatic, it won’t come as a complete surprise to anyone working in PR these days. The press room at major events is a different place now. The influencers are treated in much the same way as long established media brands and rightly so. Their follower counts often dwarf that of traditional rivals.
It’s interesting that Fernandez wants an influencer in every zip code – a nod to the power of geographical communities. We see this all the time in the ParentStars’ world – working with mum and dad creators. The local parent networks are incredibly influential.
You can of course select mum and dad influencers by location on the ParentStars’ platform as well as by age of child and a number of other useful criteira 😉