Hindustan Unilever (HUL), one of the largest fast-moving consumer goods (FMCG) companies in India, has significantly scaled up its influencer marketing efforts. According to recent reports, the company has increased its influencer marketing spend by 40% in the financial year 2025 (FY25). This substantial investment reflects the growing importance of influencer marketing in HUL’s overall marketing strategy.
As part of this initiative, HUL has expanded its influencer network to an impressive 12,000 creators, engaging with them across more than 50 brands in its portfolio. This massive scale-up aims to strengthen the company’s connections with its target audience, leveraging the influence and reach of social media creators to promote its diverse range of products.
By partnering with a large and diverse group of influencers, HUL aims to increase brand awareness, drive engagement, and ultimately boost sales. The company’s extensive portfolio of brands, including popular names such as Lux, Lifebuoy, and Knorr, among others, will benefit from this enhanced influencer marketing strategy.
The decision to scale up influencer marketing spend by 40% underscores the effectiveness of this channel in reaching and engaging with consumers, particularly in the digital age. As consumers increasingly turn to social media for product recommendations and reviews, HUL is strategically positioning itself to capitalize on this trend.
By collaborating with 12,000 creators, HUL is not only expanding its reach but also ensuring that its messaging resonates with different segments of its audience. This approach allows the company to tailor its marketing efforts to specific demographics, interests, and preferences, thereby maximizing the impact of its marketing investments.
Overall, HUL’s aggressive expansion of its influencer marketing program is a testament to the growing importance of this channel in the company’s marketing mix. As the FMCG landscape continues to evolve, HUL’s proactive approach to leveraging influencer marketing is likely to yield significant benefits, driving business growth and reinforcing its position as a leader in the Indian market. With its enhanced influencer network and increased marketing spend, HUL is well-positioned to navigate the complexities of the digital marketing landscape and connect with its consumers in a more meaningful and impactful way.