Social media has the power to shape opinions, shift cultures, and transform how people engage with the world and, by extension, with brands. At HUL, we’ve embraced this transformation with a social-first marketing approach. This mindset enables us to reach our audiences not just through traditional channels, but also in real-time, through the content, platforms, and people they trust.
One of the most impactful drivers of this strategy is influencer marketing. In today’s digital ecosystem, influencers are storytellers, advocates, and community leaders, enabling us to craft relevant, high-impact campaigns that move with the speed of culture.
HUL and the influencer marketing journey
As a consumer-first organisation, we’ve always put people at the heart of everything we do. That includes how we communicate. Through curated social media and offline campaigns, we deliver brand experiences that resonate more deeply with everyday life. And through influencers, we’re speaking in a voice that’s authentic, familiar, and trusted.
Beyond partnerships, we’re also helping creators grow. We are actively supporting influencers with training and skill-building, enabling them to tell better stories and strengthen their own platforms. It’s a long-term investment in them, and in the communities they shape.
A social-first approach, brought to life
Surf excel | launching the express clean
At our Surf excel Matic Express launch event, we invited creators to experience our new product in the most direct way possible – by putting it to the test. From live demos to interactive DIYs, the experience turned laundry into something unexpectedly shareable. Influencers were able to experience the new Surf excel Matic Express and were able to bring the idea of #15MinuteExpressClean to life in real-time. As their stories travelled online, they helped more people see that everyday efficiency can feel fresh, fast, and even a little bit fun.
Dove | #BYOB – Bring Your Own Bar
Dove curated an event for influencers and reimagined the new launch trial with BYOB: Bring Your Own Bar. It was a science-led, social-first experience that invited influencers, editors, and creators to compare their soap to the Dove bar and decide for themselves. The set-up was designed as a living content engine, where every zone, from legacy tunnels to demo tables, was built with one question in mind: how does this shift perception, and how does it translate online?
Our influencer guests did what they do best – create, and it became less an event, more a content engine. With proof-driven reels, testimonial reactions, and visual storytelling crafted in real time, Dove turned engagement into influence and a moment into shareable conviction. Because when one person experiences the difference, millions more begin to believe.
Vim | Making daily chores shareable
Vim teamed up with pop artist Ritviz to turn everyday dishwashing into something fun and musical. The campaign’s catchy, chore-based content was amplified by over 200 influencers, sparking a trend that brought energy into kitchens across India. The campaign garnered more than 35 million views across YouTube and Instagram, demonstrating that even the most mundane tasks can become moments worth sharing. In a country where social media has become the new stage for self-expression, Vim met people where they were – in their kitchens, playlists, and feeds, and made them feel like part of the fun.
As media investments continue to shift toward digital platforms, the marketing landscape is evolving. Today, digital is the foundation of how we build brands. At HUL, our social-first approach is as much about staying visible as it is about staying meaningful. It lets us move with agility, create with purpose, and build relevance that resonates far beyond the scroll.
Because in this new world, attention isn’t given but chosen. And the brands that understand that, influence more than just people’s social media feeds. They end up influencing culture itself.