Former Unilever chief advertising and marketing officer Keith Weed embarks on his second act with an funding in influencer tech startup Tribe
- Retired Unilever CMO Keith Weed has develop into an angel investor within the influencer tech platform Tribe.
- Tribe just lately raised $7.5 million in Collection A funding from buyers together with Weed, who would not say how a lot he invested.
- Weed spoke out towards influencer advertising and marketing fraud amongst different business issues whereas at Unilever.
- Go to Enterprise Insider’s homepage for extra tales.
Retired Unilever CMO Keith Weed goes into angel investing, making his first funding within the influencer tech platform Tribe.
Tribe is a self-serve platform that helps manufacturers discover branded content material from so-called “micro-influencers.” Founder Jules Lund mentioned Tribe is differentiated from opponents as a result of influencers on the platform solely receives a commission if their submissions find yourself getting used.
“The large problem that entrepreneurs have proper now could be how can they produce extra and various kinds of content material for a number of media channels or platforms on the similar worth,” Weed instructed Enterprise Insider. “Entrepreneurs need high quality, cost-effective and fast content material, and the adage is that they’ve to decide on two among the many three. However with Tribe, they’ll have all three.”
Tribe began Australia in 2015 earlier than increasing into the UK, and just lately raised $7.5 million in Collection A funding from buyers to develop within the US. Weed contributed to this spherical, however would not say how a lot.
Weed has spoken out towards influencer fraud
Weed’s funding in Tribe is becoming, given he used his place as one of many largest advert spenders to talk out on business points together with influencer fraud.
As Unilever’s CMO, he examined new viewability requirements and reduce on the variety of businesses that the corporate used. He additionally spoke out on the necessity to maintain platforms like Google and Fb extra accountable.
Learn Extra: Unilever’s Keith Weed says the corporate’s sustainable manufacturers are delivering 70% of its progress
Final yr, he mentioned Unilever would solely with influencers who attempt to improve transparency and assist eradicate dangerous promoting practices. He mentioned the business has made good progres, with platforms taking the difficulty extra critically.
Below Weed, Unilever used Tribe for a number of manufacturers, together with mustard model Maille for an Easter-themed marketing campaign on Instagram final month.
“Tribe delivers in a method that different platforms do not,” he mentioned. “It is attention-grabbing for somebody like myself, who’s near the market, and perceive the challenges entrepreneurs face.”
Weed mentioned he is evaluating different funding alternatives in startups on the intersection of promoting and know-how. He is additionally taken with serving as an impartial director, or non-executive director and advisor at corporations.
“My purpose is to put money into completely different platforms that deal with the altering challenges and wishes of entrepreneurs on this altering, technology-enhanced market,” he mentioned. “These Darwinian gales of change are difficult for entrepreneurs, however massively optimistic for modern corporations that may are available in and assist them deal with these points.”
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