Unilever has selected SAMY as its global partner to lead influencer strategy for its Foods division across 13 international markets.
As part of the mandate, SAMY will design and execute a comprehensive influencer marketing framework, leveraging its proprietary Maia platform. This platform provides access to a network of over 120 million influencers globally, along with performance insights to optimise campaign outcomes.
The partnership will be driven by a flexible, multi-market team structure, enabling the delivery of localised insights and cultural understanding across key regions including the United States, the United Kingdom, Mexico, Brazil, Indonesia, the Philippines, Germany, France, Poland, Pakistan, Argentina, Canada, and Turkey. This approach ensures that content remains relevant and tailored to each market while maintaining a cohesive global strategy.
In addition, SAMY will establish structured systems and frameworks to guide creators and partners in representing Unilever brands consistently. This includes defining deployment processes and implementing measurement models to evaluate and strengthen audience engagement for brands such as Hellmann’s and Knorr.
Sonsoles Piñeiro Kruik, Chief Growth Officer at SAMY, commented: “Being appointed to support the global pilot of Unilever’s 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’s influencer marketing expertise within the social universe.
“Taking on Unilever’s ambition to deliver a strategy that can be translated across 13 markets, within an organisation operating at that scale, is a complex challenge. With teams working across continents, we’ll 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.”
Meg Bass, Global Media Manager at Unilever’s Foods, added: “At Unilever, it’s about going where the consumers are and building Desire at Scale — 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.
“Working 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. This 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.”
This collaboration reflects Unilever’s growing focus on social-first marketing and creator-led storytelling, combining global scale with local authenticity to drive deeper consumer engagement.
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