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GroupM rolls out influencer marketing solution in SEA

GroupM has rolled out its influencer marketing solution, INCA. INCA connects brands to a network of publishers and influencers to create and promote content in social channels and beyond, to drive brand engagement across digital platforms. It also enables clients to run campaigns across multiple platforms such as YouTube, Instagram, Facebook, Snapchat, Twitter and TikTok.

According to a press release, INCA is now available in Singapore, Philippines, Thailand, and Indonesia, and will be accessible to more APAC markets by the end of 2019. GroupM’s spokesperson told A+M that INCA will roll out in Malaysia in the third quarter of this year.

INCA’s proprietary technology platform provides creator and audience insights, fraud detection, workflow tools, content amplification, and campaign reporting dashboards. It also uses real-time data to source, curate, and match influencers and publishers to a brand’s campaign objectives to deliver the most credible partners and content for the greatest impact. With these features, INCA seeks to address the challenges in influencer marketing to help brands find genuine and valuable creators.

Dafydd Woodward (pictured), global lead of INCA, said that with this platform, advertisers can have “peace of mind” knowing that they are working with “trustworthy and relevant” influencers and publishers. Woodward added that with INCA’s “transparent, data-validated process”, the platform will help “shape the influencer marketing ecosystem for the better”.

“It’s no longer enough to look at an influencer’s follower count, likes, or comments – these metrics are too easily faked. To guarantee effective marketing, advertisers must carefully interrogate available data on their partner influencers and their campaign performance. INCA enables us to do exactly that: we can connect brands with relevant, authentic influencers and publishers that have the power to help a brand achieve its objectives,” said Mark Patterson, CEO GroupM Asia Pacific.

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