Unilever has picked creator agency Buttermilk to lead creator programmes across three brands: Tresemm⁘ UK, Liquid IV and Simple Skincare UK, following a competitive pitch.
Campfire was the incumbent on the Tresemm⁘ account, while Liquid IV had no previous agency covering creator work.
Buttermilk has already begun working for the brand, with campaigns under way for Liquid IV and Tresemm⁘.
For Liquid IV, a hydration brand that launched in the UK last year, Buttermilk has designed a UK creator programme that aims to embed hydration into British wellness culture, from everyday rituals, fitness and festivals.
Olivia Otesanya, health and wellbeing marketing lead UK at Liquid IV, said: ⁘With the momentum we⁘ve built since launching in the UK last year, there⁘s still a huge opportunity to educate consumers on hydration as a wellness essential. We needed a strategic partner who could cultivate influence authentically and deliver content that resonates. Buttermilk⁘s community-first approach made them the perfect choice.⁘
Unilever announced a shift to a "social-first" marketing strategy in March, which came with a plan to increase its investment in social media to 50% of its total marketing budget, while spending 20 times more on influencers.
Buttermilk⁘s co-founder and chief executive, Jamie Ray, said: ⁘These wins highlight how consumer priorities are evolving. Wellness, beauty and self-care are no longer side conversations, they⁘re everyday essentials. The creator programmes we⁘ve kicked off with Liquid I.V. and TRESemm⁘ are designed to meet audiences in the moments that matter most.⁘
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