In a striking move that has captured attention across the marketing industry, Unilever has pledged to dedicate 50% of its advertising spend to social media, with a particular emphasis on influencer partnerships. Just days after stepping into his new role as CEO in March, Fernando Fernandez declared his ambition to supercharge Unilever’s presence across digital platforms—an ambitious plan to recruit up to 20 times more influencers than before.
“There are 19,000 zip codes in India. There are 5,764 municipalities in Brazil. I want one influencer in each of them,” Fernandez stated during a fireside chat with Barclays analyst Warren Ackerman. “This is one of the things I will drive like hell in the company in the next few years.”
For Dove, Unilever’s flagship personal care brand, this declaration aligns seamlessly with an existing strategy that has long put social media and community engagement at the forefront. “It’s reinforcing the path we’re already going to,” said Marcela Melero, chief growth officer for Dove Personal Care North America and Dove Masterbrand. “It’s all about doubling down on efforts that we were already doing before.”
At the heart of this effort is Dove’s #ShareTheFirst campaign, a groundbreaking initiative built entirely around creator-generated content, free of studio production or high-end shoots. Developed in collaboration with Edelman, the campaign has already expanded to 14 markets, spotlighting content from a wide range of global creators. This new approach represents a shift from a traditional, centralized brand voice to a more inclusive, many-to-many dialogue.
“It’s really our way of being closer [to] and deeper with the communities that we serve,” explained Melero, highlighting how this model resonates more authentically with audiences.
Dove’s #ShareTheFirst campaign taps into a broader cultural insight around the pressures of social media. According to the brand’s research, nine out of 10 women take as many as 50 photos before choosing one to share, while six out of 10 avoid posting altogether because they’re not happy with their images. “Especially as a woman, it’s very easy to take multiple photos, feel slightly self-conscious about your body — whatever that might be — and not share it,” said Sarah Potter, global Dove PR and social influencer director. “How can we bring that joy back to capturing those real, spontaneous moments?”
In an era where authenticity and inclusivity matter more than ever, Dove’s #ShareTheFirst campaign underscores Unilever’s bold pivot to social-first marketing—an evolution that positions its brands to thrive in the fast-changing landscape of digital communication.
