CUB signs on as inaugural partner for influencer marketing app

Carlton United Breweries has signed on as the exclusive Australian partner for a new social influencer app launched by boutique agency, Social Soup.

The new platform has been purpose-built to help Social Soup manage operations and all influencer posts, as well as provide better campaign management and data analytics to its clients including real-time reporting. The app has been a year in development, works across iOS and Android, and supports the agency’s 170,000 influence community.

CUB’s partnership relates to the FMCG giant’s cider launches over summer across key festivals and digital activity. The first launch will be for Pure Blonde Cider, and focuses around influencers taking part in a series of walks set-up around Sydney, where they will check-in with the app and get access to prizes and products in real time.

CUB and Social Soup have already worked together previously. CUB’s head of brands – cider, Brian Phan, said influencers have become an important part of the marketing strategy and said he was excited to be taking on the new Social Soup app.

A key element of the platform is using gamified systems, aimed at keeping members engaged and motivated with brands. This sees members earning points, levels and achievements for participating in brand missions and projects.

“Partnering with connected influencers through the Social Soup app will increase our campaign reach and also give us incredible measurements, which are vital to understand the success of our programs,” he said. “Social Soup is part of the launch plans for all of our new cider products this year as we know getting visibility in social media is crucial to the success of new products,”

Social Soup founder and CEO, Sharyn Smith, said the platform was about providing deeper data for clients while improving the experience for influencers.

“It will streamline our operations and help drive further growth for the business,” she said. “It has taken some time to get right, but we’re delighted with its functionality and the simplicity of use.”

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