Is the 4Vs Model Reshaping Influencer Marketing?

Unilever's 4V: Building Sales at Speed?

Introduction

Marketing leaders across industries are under pressure to produce faster, more measurable results, and more resonant with today's

audiences. In the consumer goods sector, the pressure is acute. Traditional campaign cycles, often reliant on global launches and centrally approved creative, are proving too slow and rigid to meet digital platform demands. The role of marketing is no longer just about storytelling. It is increasingly about engineering sales in real time.

Unilever's CEO, Fernando Fernandez, recently articulated a new operating model for this reality. Speaking to marketers and investors, he outlined the '4Vs' as the organising principles for how Unilever intends to build its next stage of business growth: Variety of creators, Volume of content, Virality, and Velocity. This framework is not just a tactical rebranding of influencer marketing. It is a strategic response to how audiences discover, engage with, and buy products in the platform economy.

This article unpacks the 4Vs in depth. It explains what they mean, shows how different brands apply them, and explores what it takes to make them operational in a complex business environment.