INSIDE UNILEVER'S 300,000 CREATOR NETWORK: THE LOGISTICS BEHIND THE HEADLINE NUMBER

Summary from the TLDR Founders newsletter

Unilever activated 50,000 creators during the World Cup and reached more than 600 million people. The hard part was not finding them. It was vetting, contracting, briefing, and reviewing them without getting 50,000 versions of the same post. Its full network now has 300,000 creators, from big long-term partners to small local accounts that can move around one cultural moment. AI can handle more of the paperwork. It can also push every brand toward the same safe creators and the same safe work. Scale fixes logistics faster than it fixes taste.