{"id":1635,"date":"2026-03-23T11:04:20","date_gmt":"2026-03-23T11:04:20","guid":{"rendered":"https:\/\/samy.com\/?p=1635"},"modified":"2026-03-23T11:04:20","modified_gmt":"2026-03-23T11:04:20","slug":"unilever-foods-business-appoints-samy-to-develop-a-unified-global-influencer-strategy","status":"publish","type":"post","link":"https:\/\/samy.com\/pt\/unilever-foods-business-appoints-samy-to-develop-a-unified-global-influencer-strategy\/","title":{"rendered":"Unilever\u2019s Foods business appoints SAMY to develop a unified global influencer strategy"},"content":{"rendered":"

Unilever has appointed SAMY, the global social-first agency, to fully develop and activate a global influencer strategy for its Foods business group as it embeds its \u201cmany to many\u201d brand-building vision across 13 markets.<\/span><\/h2>\n

Unilever’s social-first approach is rooted in social platforms, powered by creators, accelerated by AI and designed to participate in culture in real time. It sits alongside competitive brand marketing investment, with a decisive pivot toward digital-native channels.<\/span><\/p>\n

SAMY\u2019s tech-driven, intelligence-fuelled insights will sit at the heart of the strategy. The agency will deploy its proprietary Maia platform, providing Unilever Foods with access to more than 120 million influencers worldwide, and the performance data to ensure they deliver.\u00a0<\/span><\/p>\n

A dynamic, agile, \u2018glocal\u2019 multi-market SAMY team will deliver hyper-local intelligence and cultural insight to inform where and with whom Unilever brands should show up, while keeping content culturally relevant in each market, including the United States, the UK, Mexico, Brazil, Indonesia, the Philippines, Germany, France, Poland, Pakistan, Argentina, Canada and Turkey.<\/span>
\n<\/span><\/p>\n

SAMY will also develop the systems needed for creators and partners to represent Unilever brands consistently, including deployment frameworks and measurement models to track and grow meaningful connections with audiences across Hellmann\u2019s and Knorr.\u00a0<\/span><\/p>\n

Sonsoles Pi\u00f1eiro Kruik, Chief Growth Officer at SAMY, commented:<\/strong> \u201cBeing appointed to support the global pilot of Unilever\u2019s social-first approach within its Foods division is a major milestone for both teams. Being chosen to enable this transformation within Foods is a major endorsement of SAMY\u2019s influencer marketing expertise within the social universe.<\/span><\/em><\/p>\n

\u201cTaking on Unilever\u2019s ambition to deliver a strategy that can be translated across 13 markets, within an organisation operating at that scale, is a complex challenge.<\/span><\/em><\/p>\n

\u201cWith teams working across continents, we\u2019ll bring hyper-local intelligence into a shared global system, enabling Unilever to orchestrate influencer activity at scale while ensuring creator partnerships are shaped by the realities of each local market, rather than a one-size-fits-all approach.\u201d<\/span><\/em><\/p>\n

Meg Bass, Global Media Manager at Unilever\u2019s Foods, added: <\/b>\u201c<\/span>At Unilever, it\u2019s about going where the consumers are and building Desire at Scale \u2014 growing our brands by embedding them authentically in culture. This means leaning strongly into creators who can help our stories travel further, feel more authentic and resonate more deeply.<\/span><\/em><\/p>\n

\u201cWorking with SAMY will allow us to combine technology and data with deep knowledge of the whole social ecosystem, leading to more informed decisions around where and how we activate creator partnerships across markets.<\/span><\/em><\/p>\n

\u201cThis will give our markets a clearer structure for working with creators, while still allowing them to respond to local behaviours, tastes and cultural context in a way that feels credible.\u201d<\/span><\/em><\/p>","protected":false},"excerpt":{"rendered":"

Unilever has appointed SAMY, the global social-first agency, to fully develop and activate a global influencer strategy for its Foods business group as it embeds its \u201cmany to many\u201d brand-building vision across 13 markets.<\/p>","protected":false},"author":9,"featured_media":1638,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[31],"tags":[24],"thought-leadership":[],"class_list":["post-1635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-corporate","tag-news"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/samy.com\/pt\/wp-json\/wp\/v2\/posts\/1635","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/samy.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/samy.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/samy.com\/pt\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/samy.com\/pt\/wp-json\/wp\/v2\/comments?post=1635"}],"version-history":[{"count":0,"href":"https:\/\/samy.com\/pt\/wp-json\/wp\/v2\/posts\/1635\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/samy.com\/pt\/wp-json\/wp\/v2\/media\/1638"}],"wp:attachment":[{"href":"https:\/\/samy.com\/pt\/wp-json\/wp\/v2\/media?parent=1635"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/samy.com\/pt\/wp-json\/wp\/v2\/categories?post=1635"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/samy.com\/pt\/wp-json\/wp\/v2\/tags?post=1635"},{"taxonomy":"thought-leadership","embeddable":true,"href":"https:\/\/samy.com\/pt\/wp-json\/wp\/v2\/thought-leadership?post=1635"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}