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.
“In most of the places where we are using technology, technology is used for us to augment the human choices,” said Leandro Barreto, chief marketing officer for Unilever’s beauty and wellbeing business group. He later added, “This doesn’t need to be done by a person in an Excel. This can be done by a system that scans the internet…”
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