Collab Studio partnership launches with new
research from eye square revealing Snapchat creators lead the
category in likeability and valued recommendations
Partnership marks a clean sweep
across major platforms for OMG's influencer agency
NEW
YORK, Oct. 4, 2024 /PRNewswire/ -- Creo, Omnicom
Media Group's full-service creator and influencer marketing agency,
is partnering with Snapchat's Snap Star Collab Studio to develop
brand campaigns with the platform's top-tier creators - known as
Snap Stars - that will deliver impact at all levels of the
marketing funnel.
The Snap Star Collab Studio offers a managed service production
program that facilitates collaborations between marketers and
creators ensuring alignment between brand objectives and creator
style; and providing production and management services to support
high quality, authentic branded content that engages consumers and
drives results. As a Studio partner, Creo will be able to layer
customized audience data from Omni - the open operating system that
supports all Omnicom agencies - across all stages of its clients'
creator campaigns, from discovery to content creation to
activation, to inform decisioning and optimize outcomes.
Additionally, Creo will have first look options on new products and
services; participate in the Studio product council; and co-author
consumer research that will inform more precise planning and
measurement in a category that is capturing an increasing share of
marketers' spend.
The Creo/Snap partnership will launch with an Advertising Week
event on Wednesday October 9 @
4.30pm, where the findings of the
partnership's inaugural research effort will be presented in
conjunction with eye square, a leading global market research
company. The research examines the growing impact of creator
content on mid and lower funnel outcomes and leverages eye square's
new Digital Experience research methodology.
Preliminary research findings in the US market - using eye
square's proprietary ad to cart technology - found that seeing a
creator's ad prior to a product focused ad drove a significant
increase in brand purchases on an eCommerce site. More than
two-thirds (67%) of respondents also reported that creators'
opinions are relevant during the (consideration and) purchase
phase. Creo president Kevin
Blazaitis pointed to a key finding of the study – Creators
on Snapchat were more likely to be perceived as likable genuine,
and "like a friend", and their recommendations carried more weight
compared to creators on other social platforms - in summing
up the benefits that the partnership will deliver to the more than
three dozen leading brands on the agency's roster.
"As our global community of 432M
Daily Active Users continues to grow and engagement across the
platform increases, we are excited to expand our multi-faceted
partnership with OMG in the Creator space," says Jesse Mitchell, Senior Manager, Global Agency
Development, Snap Inc. "Our new research, fielded by eye square
using proprietary inContext technology in the Snap Spotlight
environment, found that Creator campaigns boost sales and brand
lift, and we look forward to accelerating success with OMG clients
across the globe."
Adds eye square EVP for Brand and Media Experience Stefan
Schönherr, "Using our InContext technology, brands can assess
users' reaction to ads in real time and our AdtoCart technology can
definitively determine if users are taking action after they see an
ad. Together, they played a pivotal role in demonstrating how
creator messaging can improve brand reputation and drive
performance for marketers."
The partnership is the latest in a series of strategic alliances
that Creo has forged in 2024 across every leading platforms
- including Google, TikTok, Amazon, and Meta –
that support its unique "influencers as a media channel" approach
by enabling more precise planning and measurement and connecting
creator content to consumer actions.
"Influencer marketing gives brands the ability to go beyond
connecting with consumers or engaging with consumers to having a
relationship with consumers through the creators whom they welcome
into their lives," says Blazaitis. "Like any good
relationship, the bond between creator and consumer is rooted in
affinity, authenticity, and trust - and as the research shows, Snap
Stars are uniquely effective in delivering on these qualities. The
combination of Omni audience insights with a singularly likeable
and trusted creator marketplace will enhance the impact and
outcomes of our clients' influencer investments at all points of
the customer journey."
About Creo
Creo, a division of Omnicom Media Group, is as a data-driven,
end-to-end influencer marketing agency that leverages the
power of Omni - the open operating system that supports all Omnicom
agencies – to approach influencer marketing like a media channel
that can be planned, measured and optimized to deliver impact at
all levels of the marketing funnel. For more information visit
creo.com.
About Snap
Snap Inc. is a technology company. We believe the camera
presents the greatest opportunity to improve the way people live
and communicate. We contribute to human progress by empowering
people to express themselves, live in the moment, learn about the
world, and have fun together. The Company's three core products are
Snapchat, a visual messaging app that enhances your relationships
with friends, family, and the world; Lens Studio, an augmented
reality platform that powers AR across Snapchat and other services;
and its AR glasses, Spectacles. For more information,
visit snap.com.
About eye square
eye square is a global market research company that focuses on
understanding implicit and behavioral data in the context of media
experiences. We believe that the understanding of the human
experience in a holistic way (see/ feel/think/act) delivers more
meaningful insights for marketers, advertisers, and agencies around
the globe. Our Digital Experience Sandbox provides an experimental
research framework to analyze controlled ad and media experiences
in a live environment. For more information, visit
eye-square.com.
Source: 2024 Creators: Impact of Perceptions on Brand
Outcomes study conducted by eye square and commissioned by Snap Inc
and Omnicom Media Group, July 2024 -
Aug 2024, Total Social Media Users N
= 5361, 13-49 years, 43% 13-29y, 57% 30-49y, US Market
Only
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SOURCE Omnicom Media Group