Introduction
The Unilever and Narrators partnership began in 2018, when Narrators emerged as a pivotal influencer marketing entity in Unilever’s marketing strategy, aiming to elevate brand awareness and product discovery across the SEA region. Narrators played a key role in enhancing Unilever’s influencer marketing efforts for 21 personal care brands, 4 food and beverage brands, and 3 home care brands through their platform. By collaborating with hundreds of content creators, the partnership significantly amplified the visibility of Unilever brands, generating millions of reach and engagements.
Personal Care: Scaling Engagement Through Influencers
Narrators’ primary focus lay within the Unilever personal care category, partnering with 21 renowned brands such as AHC, Rexona, Dove, Sunsilk, and Lifebuoy. We led influencer marketing campaigns across five key Southeast Asian markets – Singapore, Malaysia, Indonesia, Philippines, and Thailand – by recruiting over 600 carefully selected creators, ensuring high engagement and authenticity. With over 1,000 posts moderated across platforms like Instagram and Facebook, we maintained alignment with brand objectives and local relevance. The Narrators platform streamlined everything from influencer selection, content moderation, to performance tracking, enabling real-time optimisation and providing actionable insights to drive campaign success.
Food & Beverages: Engaging Foodie Communities
Unilever, with its diverse portfolio of food and beverage brands, turned to Narrators’ influencer marketing expertise to elevate campaigns for five of its top brands: Knorr, Magnum, Walls, Hellmann’s, and Lipton. Leveraging our extensive database of over 1.3 million influencer profiles, we identified 260+ highly relevant foodie creators across Singapore, Malaysia, and Indonesia. These creators produced vibrant, authentic content that resonated with their audiences, bringing Unilever’s brand vision to life. By creating tailored campaigns for each brand, we ensured that the messaging was not only engaging but also connected meaningfully with local communities, driving awareness and fostering loyalty.
Home Care: Promoting Sustainability with Lifestyle Influencers
Unilever’s home care category focuses on sustainability and value, with a mission to make everyday tasks more eco-friendly. To amplify this message across the SEA region, Unilever partnered with Narrators to harness the power of influencer voices. Through our platform, we developed tailored marketing strategies for top brands like CIF, Sahaja, and Rinso, aligning with Unilever’s commitment to sustainability. We recruited homeowners and lifestyle influencers who shared a passion for eco-friendly living to create impactful content that resonated with conscious consumers. The Narrators platform efficiently managed the entire campaign process, from ideation and creator selection to performance tracking, ensuring seamless execution and optimised results for every brand.
