Unilever CMO Keith Weed has laid out a triptych of policies that will guide the company’s social media marketing from here on in, according to a report published by PR Week.
Weed outlined the new stance at Cannes Lions earlier this week, pledging first to cut ties with any influencers who buy followers, second that no Unilever brand will buy followers and, third, that the company will prioritize partners ‘who eradicate fraud and support increased visibility and transparency’.
“In February, I said we needed to rebuild trust back into our digital ecosystems and wider society. One of the ways we can do that is to increase integrity and transparency in the influencer space. We need to address this through responsible content, responsible platforms and responsible infrastructure.
“At Unilever, we believe influencers are an important way to reach consumers and grow our brands. Their power comes from a deep, authentic and direct connection with people, but certain practices like buying followers can easily undermine these relationships.
“Today we are announcing clear commitments to support and maintain the authenticity and trust of influencer marketing.
“The key to improving the situation is three-fold: cleaning up the influencer ecosystem by removing misleading engagement; making brands and influencers more aware of the use of dishonest practices; and improving transparency from social platforms to help brands measure impact,” Weed said, per PR Week.