HUL scales influencer army from 700 to 12,000+ as Unilever moves 50% of ad spend to creators

Unilever is redirecting half its marketing budget from paid media to a 300,000-strong global creator network, up from 10,000 two years ago. HUL mirrored the shift, lifting influencer count 17x in a year and hiking digital spend 40%. Analysts flag fatigue and cost risks as nano-creators flood the funnel.

HUL lifted its influencer count from 700 to 12,000+ in a year as Unilever moves 50% of ad spend to its 300,000-strong creator network.

Financial Express · BrandWagon · 5/14/2026, 1:32:50 AM · Ask about this →

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