Social Soup Signs Amazon Blink and Ring, Australian Red Cross Lifeblood and H2coco
Social Soup signs three new brands for creator-led programs
Social Soup, Australia and New Zealand’s community-first influence company, today announced it is working with Amazon Blink and Ring, Australian Red Cross Lifeblood and H2coco to deliver creator-led programs across the smart home technology, not-for-profit and fast-moving consumer goods sectors.
Social Soup is developing bespoke creator strategies for each of the three brands, spanning multi-tiered creator communities, product gifting and creator-led behaviour change. Each program is built around a different objective, from donor recruitment to product trial in grocery.
Social Soup Founder and Chief Executive Officer, Sharyn Smith, said the addition of the new clients is a recognition that brands now value integrated strategies built into plans, rather than an add-on afterwards.
“This year really is the year creator marketing broke through. We’re so proud to work with household names like these and showcase our 19-year expertise in community-driven influence,”
she said.
“Brands getting the most out of their increased spend are those that are treating creators as a standing community, rather than something they switch on and off. This work is a factor of our approach with always-on creator partnerships where we build multi-tiered programs around large communities of creators, of all levels, backed by product gifting and our technology stack."
“This style of work allows us to optimise programs, content and creators as a dynamic ecosystem. Creator recommendations turn content into commerce and the variety of authentic content created really powers effective paid strategies. We’re also building earned media for generative engine optimisation strategies, further building AI recommendations for brands. No longer do creators just sit in one bucket in an organisation but instead they become powerful growth drivers across the entire business,”
Sharyn said.
The three client wins follow Social Soup’s launch of House of Winefluence, Australia’s first always-on wine creator academy, for Treasury Wine Estates in July.
