Omnicom Media Group
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.”
