Unilever AI Strategy: Building Brand Desire at Scale
Unilever Transforms Marketing with AI, Creators, and Cultural Insights
Table of Contents
- Unilever Transforms Marketing with AI, Creators, and Cultural Insights
- Brand DNAi and AI in Content Creation
- The “Vaseline Verified” Campaign as a Turning Point
- the Rise of Agentic Shopping and AI Agents
- Building a Many-to-Many Marketing Model
- The Importance of Authenticity and community
- Selina Sykes’ Career at Unilever
Unilever is undergoing a significant marketing conversion, shifting from traditional broadcast methods to a culture-centric approach that leverages artificial intelligence (AI), creators, and deep cultural understanding to build consumer desire at scale, according to Selina Sykes, VP of beauty & wellbeing and global head of digital marketing and social at Unilever.
Brand DNAi and AI in Content Creation
Unilever utilizes a system called Brand DNAi, which combines AI with cultural insights to inform content creation and marketing strategies.This approach allows the company to move beyond simply distributing messages and instead participate authentically in relevant cultural conversations.
In a presentation at cannes Lions in June 2023, Sykes outlined Unilever’s vision for an AI-driven marketing transformation, coinciding with the company receiving 11 Lions, two Grands Prix, and a Titanium award for its “Vaseline Verified” campaign. AI is being integrated into various aspects of marketing, from content generation to personalized consumer experiences.
The “Vaseline Verified” Campaign as a Turning Point
The “Vaseline Verified” campaign marked a pivotal moment for Unilever’s marketing strategy. The campaign won a Titanium award at the Cannes lions international Festival of Creativity in 2023,demonstrating its innovative approach and impact.
The campaign focused on leveraging dermatologists and real user testimonials to build trust and credibility for the Vaseline brand. This strategy moved away from traditional advertising and towards a more authentic,community-driven approach.
the Rise of Agentic Shopping and AI Agents
AI agents and agentic shopping are poised to fundamentally change the consumer journey.These technologies will empower consumers with tools to make more informed purchase decisions, shifting the power dynamic in the retail landscape.
Sykes predicts that AI agents will become integral to how consumers discover and purchase products, requiring brands to adapt their strategies to accommodate this new reality. This includes optimizing content and messaging for AI-driven search and recommendation systems.
Building a Many-to-Many Marketing Model
Unilever is actively building a “many-to-many” marketing model, recognizing the importance of fostering direct connections between brands, creators, and consumers. This contrasts with the traditional “one-to-many” broadcast model.
This shift involves collaborating with a diverse range of creators and influencers to generate authentic content and engage with target audiences on a more personal level. The company’s work with creators is central to its strategy for building community and driving brand loyalty.
The Importance of Authenticity and community
Authenticity and community are more critical than ever in the global beauty market. Consumers are increasingly skeptical of traditional advertising and are seeking genuine connections with brands that share their values.
Unilever is prioritizing authenticity by partnering with diverse creators and amplifying user-generated content.Building strong communities around its brands is seen as essential for long-term success.
Selina Sykes’ Career at Unilever
Selina Sykes has held nearly 20 years of roles at Unilever, including serving as marketing director and CEO of The Uncovery. She currently holds the position of VP of beauty & wellbeing and global head of digital marketing and social at Unilever.
Her career progression demonstrates Unilever’s commitment to fostering internal talent and embracing innovation in its marketing efforts.