Unilever Disrupts Innovative Influencer Marketing Strategy

Unilever, home of over 400 brands and one of the world’s largest advertisers ($7 billion annually), has called a halt to its use of influencer marketers who buy followers. Paying people who have large social media followings to promote products is an innovative practice that has grown rapidly in recent years as brands seek to leverage the popularity of social media platforms. Influencer marketing is believed to be very effective, but there’s a problem: reports have found that some influencers simply buy followers and others use bots to pad their audiences. “We need to take urgent action now to rebuild trust before it’s gone forever," said Unilever CMO Keith Weed. The move is a reminder that disruptive innovations can themselves be subject to a disruptive course correction.  

John Howell, Editorial Director

Company News

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(3BLMedia/theCSRfeed) Madison, WI -  May 27, 2010 - Today Leonardo Academy announced that it has been approved as a top-tier education provider by the U.S. Green Building Council (USGBC).  Leonardo Academy provides a...

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May 26, 2010 1:15 PM ET

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May 25, 2010 1:00 PM ET

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It's been called a movement. It's been called a revolution. Business Week even called it one of the 10 big ideas for 2010.

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May 24, 2010 5:20 PM ET

Posted by Pamela Passman

Corporate Vice President, Global Corporate Affairs, Microsoft 

Last Thursday we hosted our first citizenship “Accelerator Summit,” a day of open discussion on our corporate...

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May 24, 2010 2:50 PM ET

(3BLMedia/theCSRfeed) Madison, WI - May 24, 2010 - Leonardo Academy welcomes John Topping to the Type III Life-Cycle Impact Profile Declarations for Materials, Products, Services and Systems (SCS-002) Standards...

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May 19, 2010 10:05 AM ET

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