Authors : Ruhul Yasinna; Dr. Purwanto

Volume/Issue : Volume 11 - 2026, Issue 6 - June

Google Scholar : https://tinyurl.com/2u3kup8x

Scribd : https://tinyurl.com/bdhv7pz9

DOI : https://doi.org/10.38124/ijisrt/26jun1732

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This study examines the marketing strategy utilized by Unilever Indonesia company for Sunsilk, particularly focusing on the partnerships developed with beauty content creators in the digital age. As marketing strategies move towards digital collaborations, this research looks into the influence affiliate marketing has on positioning Sunsilk with beauty content creators. Through a case study and digital content analysis, the research utilizes a qualitative methodology. It highlights the impact affiliate marketing has on brand visibility and positioning Sunsilk in the audience’s mind as a relevant brand in the hair care industry. Sponsored beauty content creators are powerful influencers as they convincingly deliver the brand message through their tutorials, reviews, and storytelling. The brand’s strong market positioning can be attributed to the strategy created for interaction, trust building, and sales conversion through engagement on TikTok, Instagram, YouTube Shorts, and e-commerce affiliates.

Keywords : Affiliate Marketing, Content Creator, Digital Era, Brand Image, Sunsilk.

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