In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Branden Goodman, Head of Media & Marketing Capabilities, Beauty & Wellbeing US at Unilever, about how brands must adapt as algorithm-driven discovery reshapes consumer attention.
Branden explains why Unilever has embraced a social-first approach, what the shift from follower-based discovery to interest-driven discovery means for marketers, and how content creation is evolving from a campaign mindset to a continuous system of testing, learning, and optimization. He also shares how Unilever is building a modern content supply chain, where automation can accelerate execution, and why measurement must balance long-term business outcomes with real-time signals.
Key takeaways
Consumer discovery is shifting away from social connections (who users follow) and toward algorithmic recommendations (what platforms predict is relevant).
Winning brands are building content engines designed for continuous experimentation, not one-time campaigns.
Real-time signals can improve performance, but long-term business outcomes should remain the ultimate measure of success.
Podden och tillhörande omslagsbild på den här sidan tillhör
Adweek. Innehållet i podden är skapat av Adweek och inte av,
eller tillsammans med, Poddtoppen.
