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Unilever’s move to put 50% of its ad spend into social makes perfect sense — it reflects a shift from traditional storytelling to creator-led, culturally driven content, a direction Unilever brands are already starting to embrace.

Every great story starts with a hook. For BMW and the British Film Institute (BFI), that hook was a shared belief in the power of storytelling— and in giving new voices a chance to be heard.

In the fast-moving world of beauty, launching a new skincare product requires more than just great formulation—it requires sharp strategy, scroll-stopping content, and a deep understanding of what today’s consumers actually want from their skincare routines. As Social Media Lead on Charlotte Tilbury’s New Product Development (NPD) campaign, I helped shape the digital debut of Glow Toner—a gentle, acid-free, radiance-boosting toner designed to prep and resurface the skin.

Virality is seductive. It promises instant reach, big numbers, and a moment in the spotlight. But in social media strategy — especially for brands that want to build meaningful relationships — chasing the viral hit can be a distraction. What drives lasting impact? Cultural relevance.