The demand for influencer and creator content is surging. In 2024, marketers are expected to spend more than $32 billion with 92% of brands planning to increase their spending on creators in 2024, and 36% spending at least half of their digital marketing budget on creators.
Despite significant investment, many brands are still adhering to the traditional influencer marketing playbook which is characterized by transactional, shallow relationships, a lack of transparency and a battle for creative control. As creators are rapidly diversifying their revenue streams, savvy brands are recognizing that creators are more than just content machines, they play a critical role in brand building across the marketing funnel. If brands want to continue tapping into the tremendous influence that the creator economy holds, it’s time to rethink their partnership approach to focus on long term relationships built on trust, allowing for creative freedom, and supporting creators to help them grow.
From upskilling influencers to building in-house creator programs, here are five groundbreaking ways top CPGs are elevating their creator strategy:
Unilever is championing sustainability and responsible influence through the creation of a “Creator Council” aimed at supporting influencers. The company's research uncovered a startling fact: 84% of influencers hesitated to discuss sustainability, fearing credibility issues. Recognizing this knowledge gap, Unilever now equips creators with science-backed guidelines and tools, empowering them to authentically promote sustainability on social media. This effort not only educates influencers but also fosters content that aligns with consumer values around sustainability and social responsibility.
"Sustainability content on social media has the potential to drive more sustainable behaviors, with over three quarters of consumers claiming influencers have the biggest impact on their green choices today"
- Rebecca Marmot, Unilever’s Chief Sustainability Officer
Many brands are hesitant to give creators freedom when it comes to discussing complex topics like ingredient science and specific claims or benefits for fear that they will say something that isn’t credible and will cause blowback on the brand. By investing in education and training, Unilever will have a group of top creators that are aligned with long-term brand missions, such as sustainability and can effectively spread the message.
"It is crucial that brands and creators unite in this mission, dissecting science-backed information into creative storytelling that resonates with the public and influences change on a global scale."
– Dr Adanna Steinacker, Digital Influencer, Doctor and member of the Creator Council
Co-creation is a powerful way for brands to tap into the creativity and cultural relevance of creators. In a groundbreaking collaboration, Kraft Heinz partnered with global music sensation **Ed Sheeran** to co-create a new hot sauce brand, Tingly Ted's. This venture goes beyond traditional celebrity endorsements; Sheeran was deeply involved in the product development, from flavor profiles to branding and marketing strategies.
"It’s rare to find someone who is as passionate about sauces as we are [...]. We invited Ed to collaborate and moved quickly to develop a recipe that brought his vision to life. The rest is history [...]."
– Rafael Oliveira, EVP & President, International Markets at Kraft Heinz
By co-creating with a celebrity who has a massive global following, Kraft Heinz taps into Sheeran's loyal fanbase, generating buzz and ensuring a strong market entry for the new product. The decision to allow Sheeran to create his own brand did not happen overnight, Sheeran has been a long-standing partner for Kraft-Heinz, is a massive fan of the brand and even has a tattoo of a Heinz ketchup bottle on his arm. By leveraging this authentic connection to the brand, it was a natural extension of the partnership to extend into product co-creation and allows Kraft Heinz to enter the hot sauce category in a new, fun way while tapping into Sheeran’s massive reach and fanbase.
Non-cash deals such as equity between creators and brands is not commonplace yet, but offers a are becoming a common strategy, providing mutual benefits. In an innovative move, Joyride Candy partnered with YouTuber Ryan Trahan—boasting over 14.8 million subscribers and known for his Penny Challenge series—offering him an equity stake in the business. This type of arrangement deepens the creator’s investment in the brand’s success and ensures an authentic alignment of values and goals.
"Beyond being a phenomenal creator, he epitomizes authenticity and exudes genuine joy. Ryan's infectious personality seamlessly aligns with our brand ethos, making him more than just a collaborator [...].Our aim is to cultivate a dedicated fan base deeply immersed in our brand, fostering meaningful interactions and sustained engagement."
– Tyler Merrick, Founder of JOYRIDE
Some CPG brands are taking their creator strategy a step further by hiring talentend creators as full-time or part time staff members. Olipop, a health-conscious soda brand, made headlines when it brought TikTok creator Sarah Crane on board to spearhead its social media operations. Crane quickly became more than just a content creator—she's become the face of the brand. Together with Diana Rondi, another influencer with nearly 40,000 followers, they've transformed Olipop's TikTok presence.
Through lip-syncing to trending sounds, performing skits, sharing recipes, and announcing new flavors, they catapulted the brand's following from 1,000 to 34,000 in just six months.
Both influencers’ consistent presence in videos has built a strong rapport with followers, fostering trust and familiarity. This connection has been key in driving sales, as Olipop's audience feels a deeper bond with the brand, making them more likely to purchase its products.
‘’It’s more efficient having creators in-house. It also allows you to create more authentic content than it would be to rely on an outside agency or a traditional social media manager. [...] Not all creators are a match, though, a creator with more than 50,000 followers and a consistent flow of brand deals is unlikely to commit to one company’’
- Steven Vigilante, Olipop’s Head of New Business Development
As more brands recognize the importance of creators who are native to social media platforms, bringing creators on staff offers greater control over brand messaging while fostering continuous engagement with audiences.
L’Oréal is at the forefront of integrating cutting-edge technology with its creator strategy through its ''New Codes of Beauty'' program. This initiative combines content creation with emerging digital platforms, enabling influencers to explore and produce content in virtual environments, pushing the boundaries of how brands and consumers interact.
By merging technology with creativity, L'Oréal not only empowers its creators to produce innovative content but also positions itself as a pioneer in the digital beauty space. Through investments in cutting-edge tech and nurturing in-house creator talent, L'Oréal is setting new industry standards and engaging consumers with interactive, futuristic experiences.
CPG brands are no longer just collaborating with creators for temporary marketing campaigns. By investing in education, co-creating products, offering new non-cash incentives, bringing creators on staff, and building tech-forward in-house programs, these companies are transforming creators into strategic partners.
As the digital landscape continues to evolve, CPG brands that embrace these strategies will not only stay relevant but also unlock new avenues for growth and innovation.
The future of CPG lies in recognizing creators not just as content producers, but as integral components of brand strategy and development.