@BusinessDaily

Unilever tightens rules on celeb deals

1 weeks ago, 19:00

By: Constant Munda

Unilever East Africa has tightened rules in signing deals with popular local personalities on social media to market its products, the leading consumer goods firm said on Wednesday, taking cue from its parent firm.

The maker of common household brands such as Omo washing powder, Vaseline and food additive Royco said it will no longer work with persons who buy followers to gain popularity on social media.

The practice known as influencer marketing has gained popularity in the country with increased use of social media as a marketing tool, with companies allocating millions of shillings for digital advertisement budgets.

There have, however, been rising cases of some of influencers using dishonest business models such as fake followers, web robots and fraud to land deals with the corporates who pay them to push their brands to consumers.

Market influencers are believed to have deep and direct connections with their audiences whom they engage through their posts on social media sites.

Lack of transparency in the fledgling industry is, however, raising concerns over the effectiveness of the social platforms in marketing brands.

“Kenya has one of the most vibrant digital arenas globally with an internet penetration rate of over 80 per cent,” Unilever in East Africa chief executive Justin Apsey said in a statement.

Unilever’s parent firm last month rallied other corporates at the Cannes Lions Festival of Creativity – a global event for professionals in creative communications and advertising – to push for greater transparency before inking deals with influencers.


Read More


Category: business corporate news

Suggested

3 hours ago, 12:13
@AfricaNews - By: Africanews
Nigeria Air seeks strategic partner to invest $300m | Africanews

Decades of neglect and lack of investment have left Nigeria with low-quality infrastructure seen as a hurdle to prosperity. The government has said that upgrading it will require private investment. ...

Category: africa topnews news africa_business business
7 hours ago, 07:57
@DailyNation - By: Brian Ngugi
BAT half-year profit rises 3.39pc to Sh2bn

Sales rose due to incremental pricing and distribution expansion initiatives. ...

Category: topnews news business
3 hours ago, 12:40
@StandardMedia - By: Bbc
Fashion firm burns items worth billions to prevent them being sold cheaply

Burberry, the upmarket British fashion label, destroyed unsold clothes, accessories and perfume worth Sh 3 billion (£28.6m) last year to protect brand ...

Category: business news
1 hour ago
@CapitalFMNews - By: Ken Macharia
78-year-old works alongside her great-grandsons at a Nairobi audio shop

NAIROBI, Kenya, Jul 20 - Like most senior citizens in Kenya, Cecelia Wangari, guesstimates her exact age. Her national identity card reads 1940 as the Kenya breaking news | Kenya news today | ...

Category: business
9 minutes
@CapitalFMNews - By: Njoki Kihiu
Contaminated or not? Kenyans divided about domestic sugar consumption

NAIROBI, Kenya, Jul, 20 - As the final report by the Joint Committee probing the proliferation of contraband sugar in the country is due on Tuesday, Kenya breaking news | Kenya news today | ...

Category: business
7 hours ago, 08:28
@BusinessDaily - By: Dr Mukuhi Ng’ang’ ...
DR NG'ANG'A: Why am I Losing Weight?

Cancer can cause generalised symptoms. ...

Category: business opinion news markets lifestyle economy corporate

@BusinessDaily

Unilever tightens rules on celeb deals

1 weeks ago, 19:00

By: Constant Munda

Unilever East Africa has tightened rules in signing deals with popular local personalities on social media to market its products, the leading consumer goods firm said on Wednesday, taking cue from its parent firm.

The maker of common household brands such as Omo washing powder, Vaseline and food additive Royco said it will no longer work with persons who buy followers to gain popularity on social media.

The practice known as influencer marketing has gained popularity in the country with increased use of social media as a marketing tool, with companies allocating millions of shillings for digital advertisement budgets.

There have, however, been rising cases of some of influencers using dishonest business models such as fake followers, web robots and fraud to land deals with the corporates who pay them to push their brands to consumers.

Market influencers are believed to have deep and direct connections with their audiences whom they engage through their posts on social media sites.

Lack of transparency in the fledgling industry is, however, raising concerns over the effectiveness of the social platforms in marketing brands.

“Kenya has one of the most vibrant digital arenas globally with an internet penetration rate of over 80 per cent,” Unilever in East Africa chief executive Justin Apsey said in a statement.

Unilever’s parent firm last month rallied other corporates at the Cannes Lions Festival of Creativity – a global event for professionals in creative communications and advertising – to push for greater transparency before inking deals with influencers.


Read More

Category: business corporate news

Suggested

3 hours ago, 12:13
@AfricaNews - By: Africanews
Nigeria Air seeks strategic partner to invest $300m | Africanews

Decades of neglect and lack of investment have left Nigeria with low-quality infrastructure seen as a hurdle to prosperity. The government has said that upgrading it will require private investment. ...

Category: africa topnews news africa_business business
7 hours ago, 07:57
@DailyNation - By: Brian Ngugi
BAT half-year profit rises 3.39pc to Sh2bn

Sales rose due to incremental pricing and distribution expansion initiatives. ...

Category: topnews news business
3 hours ago, 12:40
@StandardMedia - By: Bbc
Fashion firm burns items worth billions to prevent them being sold cheaply

Burberry, the upmarket British fashion label, destroyed unsold clothes, accessories and perfume worth Sh 3 billion (£28.6m) last year to protect brand ...

Category: business news
1 hour ago
@CapitalFMNews - By: Ken Macharia
78-year-old works alongside her great-grandsons at a Nairobi audio shop

NAIROBI, Kenya, Jul 20 - Like most senior citizens in Kenya, Cecelia Wangari, guesstimates her exact age. Her national identity card reads 1940 as the Kenya breaking news | Kenya news today | ...

Category: business
9 minutes
@CapitalFMNews - By: Njoki Kihiu
Contaminated or not? Kenyans divided about domestic sugar consumption

NAIROBI, Kenya, Jul, 20 - As the final report by the Joint Committee probing the proliferation of contraband sugar in the country is due on Tuesday, Kenya breaking news | Kenya news today | ...

Category: business
7 hours ago, 08:28
@BusinessDaily - By: Dr Mukuhi Ng’ang’ ...
DR NG'ANG'A: Why am I Losing Weight?

Cancer can cause generalised symptoms. ...

Category: business opinion news markets lifestyle economy corporate
Our App