Unilever's Social-First Marketing Is Fueled by AI, Real-Time Data
Social-first approaches in marketing are seeing an uptick as consumer goods companies look to cater to digitally savvy consumers, particularly the untapped potential within the Gen Z demographic.
Among them is Unilever, which in March announced it would spend half of its ad budget on social media in the year ahead, increasing its influencer marketing budget from 30% to 50% of total ad spend. The strategy included working with 20 times more influencers than before.
The Social Media Marketing Landscape
Eighty-seven percent of marketing leaders anticipate increasing their paid social spend, while just over 80% will increase their spend in influencer marketing and organic social, according to the Impact of Social Media Marketing Report from SproutSocial.
Forty-nine percent of consumers have tried a new product after seeing it on social media, and 31% have changed brands based on recommendations from influencers, NielsenIQ reported during a CHFA NOW 2025 presentation on consumer behavior.
Social media overtook television as the most popular source of news in the U.K. and U.S. for the first time last year, and surpassed search in terms of global ad spend, according to MTM Agency.
Now, as Unilever works to spin off its ice cream business, the soon-to-be Magnum Ice Cream Co. sheds light on some of the progress that's been made, which ultimately spiderwebs out to all of Unilever's segments.
Julien Barraux, the unit's chief marketing officer, said Unilever has built a marketing model that is made for today's world: social-first, AI-enabled and data-driven.
"Today, the brands that win aren't just seen. They shape culture. And we've learned, people engage most with brands that feel like part of their world — from viral moments to everyday rituals," she said during a recent investor's day conference. "This is what we call culture that converts. It's how we generate demand … because people don't think in campaigns, they think in moments: a late-night treat, an indulgence after lunch, a birthday surprise."
Also: Unilever uses social insights for consumer insights platform Ask Yogi
Social Media Marketing in Action
It's this approach that has led to the development of campaigns such as #VaselineHacks on TikTok. The company kept tabs on the viral hashtag, which was predominantly shared by Gen Z-ers and featured videos of consumers sharing unique ways to use Vaseline jelly, from shining leather shoes to increasing the longevity of perfume scents.
“With over 3.5 million posts organically sharing these Vaseline hacks, we saw an opportunity. Our R&D scientists verified the community hacks, and if the tip passed the test, it was awarded with official #VaselineVerified recognition,” said Aaron Rajan, VP of consumer technology at Unilever, in a previous statement.
Its an effort that earned the company a Titanium award at the Cannes International Festival of Creativity.
The social listening approach has allowed Unilever to tap into new marketing opportunities that blend product and relevant lifestyle moments.
Such efforts have led to innovations within ice cream, including Magnum Mini, said Barraux, which leaned into real-time snacking trends "to turn occasions into demand and demand into conversation." It resulted in a 15% volume increase and 13% contribution to total ice cream sales in the 12 markets it launched in.
It has also yielded results in region-specific relevancy, with global trends such as Dubai-style chocolate or cherry gianduja or Mexico's Magnum Chili resonating in local markets.
"[It's] ice cream that taps into culture and taste, driving more than 70% growth versus target and more than 60 million views on TikTok," said Barraux.
Activating With a Tech Boost
Technology plays an important role in this revamped process.
The company is using an AI-enabled Dynamic Demand Generation System for end-to-end marketing execution. It also uses generative models to aid in automating content and assets for marketing activations, developing smart media plans that are dynamically optimized to increase relevancy and profit potential.
It also ties in a social commerce element to churn out conversions from content inputs.
"For marketers, that means faster decisions and better outcomes. For consumers, it means relevant, culturally connected content. And for the business, it means higher return on investment at scale," said Barraux.
The approach is being scaled across all brands and markets, both globally and locally, according to Barraux, to build a future of marketing that is fueled by data insight and where creativity is enhanced by AI and culture drives conversion.
