Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?
Social Soup claims it's become the first influencer marketing agency in Australia to offer in-store sales measurement of its activities after striking up a partnership with Quantium.
In a statement, Social Soup said partnering with the data analytics agency will allow it provide greater clarity on the change in behaviour of social influencers as well as how these individuals are driving actual sales conversion.
The deal sees Quantium matching its own aggregated and anonymised sales data to the behaviour of Social Soup’s influencer base in order to monitor their impact over a set timeframe.
The pair said the partnership comes after a successful pilot of a campaign carried out by Social Soup on behalf of PZ Cussons brand, Morning Fresh. Social Soup has been around for 10 years and unites a number of brands with its 165,000-strong influencer community, including Unilever, Nestle and Optus.
“This new methodology means we can reliably track the behaviour of our social influencers and how that translates to driving sales in store,” Social Soup’s CEO, Sharyn Smith, claimed.
“As a leader in the influencer marketplace, we are showing how measurement should be tracked and proving what we do works to drive real sales impact for brands in addition to delivering valuable insights to brands.”
Smith said the agency is also looking to rollout a new technology to execute and manage campaigns through an app.
“We are excited to be partnering with Social Soup in delivering yet another measurement solution which helps advertisers understand how their marketing investment is driving an impact on in store sales,” added Quantium’s senior leader for media, Lawrence Puang.