The WARC Podcast Unilever's marketing refresh and the rise of B2B creators
Many-to-Many Brand Communication
- Brand building fundamentals stay the same, but media, technology, and culture are rapidly changing how brands connect.
- The shift is from one-to-many communication to many-to-many, with brands embedded authentically in culture.
How Unilever is Winning Culture by Redefining Brand Communication
Unilever is shifting from a traditional one-to-many communication model to a many-to-many model where brands are embedded deeply in culture and leverage creators authentically.
Esi Eggleston Bracey explains their approach to "desire at scale"—transforming brands from meeting basic needs to being truly desirable and culturally relevant through creator partnerships and community content.
Campaigns like Dove's "Share the First" show how creators lead narratives to authentically engage communities, while Vaseline's "Verified" campaign illustrates leveraging user-generated content combined with branded scientific validation.
This cultural embedding drives increased engagement and tangible sales lift, moving beyond simply broadcasting messages to earning a credible, value-adding place within culture.
Dove's "Share the First" Campaign
- Dove's "Share the First" campaign encourages women to share their first photos before posting.
- Partnering with pop singer Bebe and local nano influencers made the campaign culturally embedded and authentic.