OMG launches influencer marketing platform Creo
OMG Australia has launched an influencer marketing platform, designed to simplify the end-to-end process.
Positioning creators as a “vehicle for media effectiveness”, the new platform — Creo — is said to provide a performance-first lens to strategic planning and evaluation of influencer activity.
The integrated platform applies data across discovery, reporting, and measurement, aiming to better inform strategy and facilitate assessments of talent.
“We need to be viewing influencer marketing as a vehicle for media effectiveness. This means treating it as a key media channel; planned, executed and measured with the same rigour as any other channel,” Thomas Hutley, managing director of OMG Content, said in a media release on Thursday.
“We are excited about the potential of CREO in making our end-to-end creator process much more efficient and effective for our clients.”
In support of the platform, OMG quoted results from a study it commissioned from Tiktok and Amplified Intelligence that found creators increased engagement above standard social ads.
The study looked at both passive and active attention, short and long-term lifts, and impact on emotion for content across Instagram and Tiktok.
Campaigns spanning FMCG, auto, services, and government categories were all tested according to OMG. The largest gains were seen in the services and auto categories — 300% compared to the industry benchmark.
Steph Pearson, national head of social and innovation at OMG Content, said the research shows that creators are “effective partners” for brands.
“By applying principles in content duration and brand presence, brands can supercharge the attention advantage of creator activity versus standard ads,” she said in the release.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
content creator
creator economy
CREO
influencer
influencer marketing
OMG
OMG Australia
OMG Content
OMG CREO
Steph Pearson\
Thomas Hutley
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