To manage 300,000 creators, Unilever automates everything but the relationship

The ad industry seems hellbent on scaling creator marketing. Adding more creators to the roster? That’s the easy part. It’s the infrastructure — discovery and vetting, talent management and content approvals — that’s likely to cause operational headaches. Unilever knows this, especially after last year’s declaration to make creators core to its marketing plan. The conglomerate grew the program from 10,000 to 300,000 and execs are deciding which parts of its influencer marketing to hand over to automated systems. Related Insights The Creator Economy Inside the infrastructure behind Unilever’s creator force Read More “In most of the places…

This is a curated summary. The full story was reported by Digiday.