Unilever’s jam-packed World Cup partnership is a beta test for its new social-first strategy
Culture Index
Score Breakdown
Relevance
10/25
Freshness
25/25
Authority
18/20
Brand Signal
6/15
Depth
5/15
5-Axis Cultural Radar
Glossy sat down with Afke Van de Klashorst, vp of integrated brand experiences at Unilever, to learn how the conglomerate is maximizing its official FIFA World Cup partnership through a 24/7 social media hub, partnerships with more than 50,000 creators and more than 180 limited-edition products.
