Last year, Unilever laid out an ambitious World Cup strategy, not long after declaring it would devote half of its media spend to social and creator marketing.
As the official personal care brand of the FIFA World Cup 2026, the plans included activating tens of thousands of creators at home, at games and at branded pop-ups across the host countries, ranging from mega-creators like soccer star Trinity Rodman to hyperlocal micro-creators drafted to pump up its brands’ earned media numbers.
Now, at the height of the summer soccer tournament, Digiday has seen firsthand how that plan has played out: Unilever says it has activated 50,000 creators and influencers worldwide, tapped thousands for its House of Fresh-branded pop-ups in New York City, Miami and Mexico City across 10 days and brought top influencers pitch-side to World Cup matches.
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