In Dubai, our Social and Media Lead, Nadine Abu Shaaban, joined a panel discussion hosted by DoubleVerify to discuss how brands can leverage these advancements to deliver real impact. The session explored how AI-driven insights and measurement tools are transforming the way marketers assess performance and ensure brand safety across the ever-expanding social landscape.
During the panel, we shared how at Unilever, we’ve evolved our media strategy to meet consumers where they are — across diverse social platforms. Our approach is social-first, culture-led, and consumer-connected, designed to move beyond simply pushing ads and instead create content that feels authentic, sparks engagement, and delivers measurable results.
This transformation is guided by five key principles:
- Omni-social approach — reaching audiences across platforms seamlessly
- Engagement-first content — prioritizing meaningful interaction over impressions
- Brand-safe environments — ensuring our messages appear in trusted spaces
- Consistent measurement — tracking effectiveness across channels
- Performance beyond clicks — focusing on outcomes that matter to people and business
For us, social media is not just a digital space — it’s a bridge between brand building and business performance, helping us connect with consumers in ways that inspire, inform, and create impact.