London, UK – Eighteen months after Unilever CEO Fernando Fernandez made a bold commitment to shift 50% of its digital media budget to social marketing and work with 20 times as many creators, the CPG giant is doubling down on its strategy. In an exclusive press event attended by ADWEEK, Unilever CMO Leandro Barreto revealed that while the company’s annual marketing spend remains around $9 billion—with 70% directed to digital channels—half of that digital investment is now flowing into social-first campaigns.
Barreto acknowledged that the allocation varies by brand and business group, with the company still spending approximately $4.5 billion on broad reach channels like television. However, he insisted that there is strong internal conviction behind the shift. “There’s conviction this is the right direction of travel,” Barreto stated, addressing critics of the CPG’s significant social bet. The move underscores a fundamental change in how the owner of brands like Dove and Hellmann’s is approaching consumer engagement in an increasingly fragmented media landscape.
The shift to social marketing is not just about budget allocation but also about a change in mindset and execution. By committing to working with a vastly expanded roster of creators, Unilever is betting on the power of authentic, community-driven content to build brand affinity and drive performance. The strategy aims to leverage the precision targeting and engagement potential of social platforms, moving beyond traditional mass-market advertising. While the full results of this multibillion-dollar pivot are still unfolding, Barreto’s comments indicate that Unilever is fully committed to integrating social-first thinking as a core component of its marketing mix.
