How Unilever mobilised 35 brands and 50,000 creators at the World Cup

Why it matters

The interesting part is not the volume, it is the governance: a shared brief, shared guardrails, local execution. The closest public example of a decentralised creator machine run from a global centre, and an answer to how a centre coordinates without centralising execution. Scale came from a shared operating model, not from a central content factory.

The source