The creator economy is one of the fastest-growing markets and full of opportunities, which is why it is gaining more and more relevance and a strategic role in the communication of major brands. According to a report by Goldman Sachs Research, the creator economy is already worth US$250 billion worldwide and is projected to be worth US$480 billion by 2027. To optimize and bring even more prominence to projects with reverberation marketing for brands in the Home Care category, Unilever is announcing a partnership with the BR Media agency for all activities with influencers.
From 2025, BR Media will be responsible for managing, planning, negotiating, creating, producing, monitoring and reporting on the performance of influencer marketing campaigns and actions for the OMO, Brilhante, Ala, Surf, Cif, Vim, Comfort and Fofo brands, as well as proprietary projects such as Cleanipedia, a cleaning content hub. The new partnership was defined due to the excellent results presented in different projects carried out by BR Media for Unilever over the last year.
With a focus on data and reverberation marketing based on a Social Listening Centric operating model, BR Media’s strategy will be to position brands as social first, in other words, driven by community conversations and the connection they build within these communities. It is estimated that there are already more than 300 million content creators in the world, with around 20 million of them in Brazil, according to a report by Youpix.
“Influencer marketing is extremely strategic for our homecare category and we are living in a time when we are able to create authentic dialogues and strengthen bonds with our communities through the voices of our ambassadors. Our social first approach, underpinned by reverberation marketing, allows us to be present where conversations take place, generating value for our brands. By combining data and technology in the agility of culture, our goal is to position brands as a relevant part of the narratives that connect people and purposes,” says Camilla Ramôa, Influence and Content Manager for Home Care at Unilever.
“For us, this achievement is yet another indication that the big global players are evolving in the segment, expanding investments in influencer marketing and strengthening the creator economy in a more structured and strategic way. Having an exclusive partnership with Unilever is the certainty that we are evolving along the right path with our clients, bringing innovative solutions and delivering increasingly better results for our clients,” says Thiago Bispo, BR Media’s VP of Business.
With the new partnership, Unilever wants to develop even more authentic content, created at the speed of digital culture, with the intention of participating in conversations that are relevant to communities. To do this, BR Media has multidisciplinary teams in creation, BI, innovation, tech, more than 10 proprietary tools for performance metrics, AI and machine learning that are used in combination at different stages of the campaigns and relevant moments of the year for the brands.
