Unilever went viral with a cookie-scented Dove body care line after deploying a hybrid strategy of AI-powered content creation and a massive influencer push. With plans to scale its influencer roster by up to 20x, Unilever is using AI to generate thousands of branded assets each week—versus the trickle it used to produce monthly. That content fuels its social strategy and gives influencers a steady stream of visuals to plug into Instagram and TikTok campaigns.
The company’s Gen AI Content Studios—launched in 2023—feeds digital twins of products into a prompt-based content engine to crank out copy and imagery tailored for multiple formats. In one standout case, Unilever remixed over 100 pieces of content from its Crumbl x Dove collaboration into platform-specific versions, racking up 3.5 billion earned impressions. Most importantly, 52% of purchasers hadn’t bought Dove before, suggesting Unilever’s AI-led fueled growth from new audiences.
Full story at Wall Street Journal.