Anvesha Poswalia, Head of Digital & E-commerce – Home Care at Unilever, stands at the forefront of innovation in marketing. Her journey with influencer marketing since the beginning of 2023 has been nothing short of transformative, challenging traditional norms and paving the way for new possibilities in the low involvement category of home care.
Reflecting on the inception of their influencer marketing journey, Anvesha Poswalia recalls the initial skepticism surrounding its efficacy in a low involvement category like home care. However, through rigorous experimentation with various genres and content hooks, ranging from nano to mega influencers and from educational to entertaining content, her team steadily built a solid framework that drove impact at scale.
With over 80 campaigns and 5000+ influencers across all tiers of India and multiple products, Anvesha Poswalia’s journey has been nothing short of exhilarating. Each campaign, in her eyes, is a testament to the team’s dedication and innovation. While some campaigns yielded great results, others provided invaluable insights and learning opportunities, contributing to the continuous evolution and improvement of their strategies.
Anvesha Poswalia attributes the success of their influencer marketing initiatives to the tireless efforts of her team. Their relentless pursuit of excellence and willingness to push boundaries have been instrumental in driving impactful campaigns that resonate with consumers and drive business results.
As Anvesha Poswalia reflects on the journey thus far, she is filled with gratitude for her team’s dedication and hard work. Their unwavering commitment to excellence has been the driving force behind their success, and she acknowledges each member for their invaluable contributions.
Looking ahead, Anvesha Poswalia is excited about the endless possibilities that lie ahead in the world of influencer marketing. With a solid framework in place and a team of dedicated professionals by her side, she is confident in their ability to continue pushing boundaries and driving impact in the dynamic landscape of home care marketing.
Anvesha Poswalia’s journey with influencer marketing at Unilever’s Home Care division is a testament to her leadership, innovation, and commitment to driving impactful campaigns. Through rigorous experimentation and a relentless pursuit of excellence, she and her team have transformed the way home care products are marketed, setting new standards of success in the industry. As they continue to push boundaries and explore new possibilities, Anvesha Poswalia remains a trailblazer in the world of digital marketing, inspiring others to rethink traditional approaches and embrace innovation in their own endeavors.
