Unilever ditches fake influencers and outdated stereotypes in marketing shake-up

By Sarah Parsons | Published: 20-Jun-2018

The Anglo-Dutch cosmetics brand-owner is attempting to tackle fraudulent influences and expand its Unstereotype initiative

Unilever is cracking down on ‘fake influencers’ and marketing reliant on outdated stereotypes.

With Instagram becoming an increasingly crowded platform for influencers, many are turning to dishonest methods in an attempt to build an online following.

But Unilever has announced a new marketing policy to combat the fraudulent methods.

The cosmetics giant has promised it will not work with influencers who buy followers; its brands will never buy followers; and it will prioritise partners who increase transparency and help eradicate bad practices.

Keith Weed, CMO at Unilever, said: “We believe influencers are an important way to reach consumers and grow our brands.

“Their power comes from a deep, authentic and direct connection with people, but certain practices like buying followers can easily undermine these relationships.


Marketing agency Mediakix created 'Amanda Smith' to show the difficulties of spotting a fake influencer (via Instagram/@wanderinggirl)

Marketing agency Mediakix created 'Amanda Smith' to show the difficulties of spotting a fake influencer (via Instagram/@wanderinggirl)

“The key to improving the situation is three-fold: cleaning up the influencer ecosystem by removing misleading engagement; making brands and influencers more aware of the use of dishonest practices; and improving transparency from social platforms to help brands measure impact.

“We need to take urgent action now to rebuild trust before it’s gone forever.”

The Anglo-Dutch brand-owner has also expanded its Unstereotype initiative, which launched two years ago, to all forms of content and branded entertainment.

Unilever hopes the move will encourage others to eliminate harmful portrayal of people in advertising.

According to Aline Santos, VP of Global Marketing and Head of Diversity at Unilever, the move makes good business sense as Unilever has seen a 25% uptick in brand impact since the advertising shift.

She said: “The economic case is just as tangible as the social case for change, which is why we are expanding the Unstereotype initiative to drive unstereotypical content at scale through new partnerships and mainstream content."

To cement the commitment, it has formed a three-year multimillion-dollar deal between deodorant brand Rexona and music management agency XIX Entertainment.


Now United is made up of 14 members representing 14 countries (via YouTube / Now United)

Now United is made up of 14 members representing 14 countries (via YouTube / Now United)

The pair will collaborate on branding content featuring global pop group Now United designed to promote progressive messages around equality and tolerance.

Simon Fuller, CEO of XIX Entertainment added: “As one of the most socially conscious and largest consumer goods companies today, Unilever brands like Rexona continue to cut through the clutter when it comes to making bold statements with real actions.

“With Now United I also want to embrace this pioneering spirit, defining new ways to interact with entertainment, celebrating diversity and inclusion with a powerful message of unity and positivity.”

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