{"id":49940,"date":"2026-05-27T11:40:08","date_gmt":"2026-05-27T11:40:08","guid":{"rendered":"https:\/\/www.europesays.com\/britain\/49940\/"},"modified":"2026-05-27T11:40:08","modified_gmt":"2026-05-27T11:40:08","slug":"traackr-and-unilever-share-influencer-marketing-insights","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/britain\/49940\/","title":{"rendered":"Traackr and Unilever Share Influencer Marketing Insights"},"content":{"rendered":"<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tAt the WWD <a href=\"https:\/\/wwd.com\/tag\/beauty-ceo-summit\/\" id=\"auto-tag_beauty-ceo-summit\" data-tag=\"beauty-ceo-summit\" rel=\"nofollow noopener\" target=\"_blank\">Beauty CEO Summit<\/a>, Pierre-Lo\u00efc Assayag, cofounder and chief executive officer of Traackr, and Casey DePalma McCartney, chief strategy and brand communications officer at <a href=\"https:\/\/wwd.com\/tag\/unilever\/\" id=\"auto-tag_unilever\" data-tag=\"unilever\" rel=\"nofollow noopener\" target=\"_blank\">Unilever<\/a> U.S., sat down with Amanda Smith, CEO of Fairchild Media Group, to share how <a href=\"https:\/\/wwd.com\/tag\/influencer-marketing\/\" id=\"auto-tag_influencer-marketing\" data-tag=\"influencer-marketing\" rel=\"nofollow noopener\" target=\"_blank\">influencer marketing<\/a> is evolving.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tThis special episode of WWD Voices features their live discussion from the mainstage. During the panel, speakers noted the importance of establishing relationships with creators and social listening, which together enable brands to react to trending online conversations quickly and authentically. <\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tDePalma McCartney shared how two of <a href=\"https:\/\/wwd.com\/beauty-industry-news\/beauty-features\/power-brands-dove-vaseline-drive-unilever-q1-growth-1238934848\/\" id=\"related_article_link_unilever\" data-tag=\"unilever\" rel=\"nofollow noopener\" target=\"_blank\">Unilever<\/a>\u2019s personal care brands, Dove and Vaseline, have found success with influencer activations. Vaseline tapped into \u201chacks\u201d being shared on social media and decided to test them out, leaning on influencer partnerships to spread the message. Meanwhile, Dove turned posters\u2019 laments about body odor at concerts into a campaign, aligning with creators who share its brand values of using beauty as a \u201csource of confidence.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tUnilever has made a big bet on <a href=\"https:\/\/wwd.com\/beauty-industry-news\/beauty-features\/scaling-influencer-marketing-unilever-dove-vaseline-traackr-1238978597\/\" id=\"related_article_link_influencer-marketing\" data-tag=\"influencer-marketing\" rel=\"nofollow noopener\" target=\"_blank\">influencer marketing<\/a>, with the goal of having a creator in every zip code. \u201cCreators are truly at the heart of our new marketing model,\u201d said DePalma McCartney.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tAcross industries, this marketing tactic is on the rise, with Smith citing a 26 percent year-over-year growth for influencer activations. \u201cWe\u2019re moving from influencer marketing or creative collaborations as being a top of the funnel practice to being a full funnel practice, and that\u2019s what is feeding the market growth that we\u2019re seeing,\u201d said Assayag. \u201cIt\u2019s not even accounting quite yet for what AI is going to do to the category, so I would hold on to my shorts on what\u2019s coming next.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tListen to the conversation <a href=\"https:\/\/playlist.megaphone.fm\/?e=PMC1671168526\" rel=\"nofollow noopener\" target=\"_blank\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"At the WWD Beauty CEO Summit, Pierre-Lo\u00efc Assayag, cofounder and chief executive officer of Traackr, and Casey DePalma&hellip;\n","protected":false},"author":2,"featured_media":48688,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[20694],"tags":[24434,25054,24435,10028,12213],"class_list":["post-49940","post","type-post","status-publish","format-standard","has-post-thumbnail","category-unilever","tag-beauty-ceo-summit","tag-fairchild-studio","tag-influencer-marketing","tag-noads","tag-unilever"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@UnitedKingdom\/116646355007281504","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/49940","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/comments?post=49940"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/49940\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media\/48688"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media?parent=49940"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/categories?post=49940"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/tags?post=49940"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}