Cannes Special | Laura Donadio, Global Head of Influencer at Wild

“ I’m a big supporter of hidden content strategies. An influencer just features your product organically in the back and doesn't really say too much about it... [It's about] building storytelling around the product, versus here’s my code, go and shop the code.”

Is your influencer marketing driving revenue — or just likes? Are you looking to drive clicks, and content creation, straight into sales?

Unilever sent ripples through the industry when it announced in March 2025 that it would be investing half of all its ad spend in Influencer marketing. And, Wild, the natural, refillable bodycare brand, is one of its brands, adopting this influencer-first strategy; producing 5,000 pieces of content every quarter.

In this episode, coming to you live from Cannes Lions Festival, host Sammy Albon talks to Laura Donadio, Global Head of Influencer & Partnerships at Wild, with a deep-dive into a conversion-led influencer strategy that supercharges the marketing funnel.

Listen to this 20-min podcast, for insights into:
💥 Why you shouldn’t use “exclusivity” clauses for Influencers
💥 Setting and hitting specific acquisition and revenue targets through influencer campaigns
💥 Leveraging “hidden” content strategies that feel native, not pushy
💥 Using influencers as a “test & learn” lab before product rollouts

Challenging the limits of the creator economy with a smarter, performance-first mindset, if you’re a DTC brand, managing paid social, or being challenged on awareness metrics, this episode is packed with tactical insights for marketers.