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COMPANIES & CAMPAIGNS

How Unilever is using AI to improve ROI on

its Influencer Marketing Campaigns

As millennial consumers continue to reject traditional Influencer Selection
advertising but listening more to recommendations from
beauty experts on social media, influencer marketing has Working with Popular Chips expedites the influencer
started to become one of the main new drivers of search process and ensures that Pond’s finds the right
customer acquisition for beauty brands around the world. influencers to work with by allowing to search for
influencers based on their followers’ demographics
However, still just a few companies employ advanced (country, age and gender) and by ensuring that the
analytics tools to maximize return on investments, influencers they collaborate with always help them
states Popular Chips, a worldwide AI-Driven Influencer reach their target audience. Unilever’s brand also
Marketing and Analytics Platform, that provides much- benefits from Popular Chips AI-powered Fake-Follower
needed data to the Influencer Marketing landscape. Recognition (fraud and spam detection), which helps
ensure Pond’s to only work with genuine influencers
Popular Chips offers insights to over one billion accounts who reach the right target audience and ensures brand
and is arguably the most user-friendly data and safety.
management platform currently available. Its goal is to
simplify the entire Influencer Marketing process in one Content Optimization
click and to help brands make strategic decisions about
influencers, content creation and campaign KPIs. Pond’s also uses Popular Chips to analyze each
influencer’s posts to understand in what types of
Pond’s, Unilever’s large beauty brand, started to employ content the influencer’s followers are interested. This
advanced analytics solutions and AI-driven insights to ensures that the content produced remains true to the
improve the efficacy of their influencer marketing influencer’s image, resonates with the influencer’s
campaigns with the intent to place itself ahead of the audience and obtains high engagement.
competition in the beauty industry.
Real-Time Performance Analysis
Facilitated through Unilever Foundry, the platform that
accelerates collaboration between brands and disruptive As the campaign is taking place, Pond’s uses the
startups, the Pond’s global brand marketing team & platform to track its progression in real time. Crucial
Popular Chips partnered on a successful 2-month pilot in information about whether the collaborated content is
Q4 2017. The pilot was so successful that the Global hitting their KPIs, and how much is being spent for
brand team is bringing this solution to its local teams in each unit of engagement, is automatically calculated.
over 10 countries around the world - in SEAA, South Pond’s adapts its strategy in real time to ensure the
Asia, Africa & the Americas. most impactful content brings the best results. ◊

Through this partnership, Unilever’s brand aims to By MediaBUZZ
streamline its processes in different areas, particularly
influencer selection, content optimization and real-time
performance analysis.

26 February 2018 - Artificial Intelligence (A.I.) in Marketing