OMG Australia has launched influencer marketing platform CREO with guaranteed results.
The platform enables real-time strategy, planning, measurement, discovery of talent, contracting, feedback, approval and live reporting in one place.
Australia is the first market to get the product after initially launching in America two years ago.
Local OMG agencies have for the last six months tested the influencer marketing product with clients.
Yesterday marked the full roll out, where the Omnicom-owned holding group hosted a morning event in Sydney to around 130 client marketers selling the new offering.
The national event was also held in Melbourne and Brisbane last week.
The product offering also comes with guaranteed outcomes, which essentially "de-risks influencer marketing" OMG Content managing director Thomas Hutley said on stage at the Sydney presentation.
"What we're effectively saying is that if you invest in X, we will guarantee Y,” Hutley said.
“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."
The national event series also unveiled a research study on influencer attention in partnership with global attention measurement company Amplified Intelligence and TikTok.
Results found that when creators are used as the creative vehicle within marketing campaigns, on average, active attention increases by 116% compared to standard social advertisements.
Influencer campaigns spanning services, auto, FMCG and government were all tested with every industry showing a significant uplift in attention. The largest gains were seen in the services and automotive categories, with 300%+ increased active attention compared to the industry benchmark.
When looking at short term effectiveness, creators drive a 21% increase in being able to spontaneously recall the right brand, with a 9% increase in long term mental availability.
Aligning creator content to cultural moments increases active attention by 246%, with active attention moving from 3 seconds for standard social content, to 10 seconds and aligning to cultural moments increases short-term effectiveness by 55%.
OMG Content national head of social and innovation Steph Pearson said by applying principles in content duration and brand presence, brands can supercharge the attention advantage of creator activity versus standard ads.
"Creators are effective partners in driving increased attention, with both short- and long-term outcomes, and leveraging cultural moments is critical to gain maximum share of attention," Pearson said.
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