GroupM rolls out INCA; connects brands, publishers & influencers to drive content

GroupM, WPP’s media investment management group, today announced the Asia Pacific rollout of its influencer marketing solution, INCA. Leveraging GroupM’s unmatched scale, INCA connects brands to the widest network of trusted publishers and influencers to create and promote content in social channels and beyond to drive brand engagement across digital platforms.  INCA allows clients to run campaigns across YouTube, Instagram, Facebook, Snapchat, Twitter and TikTok and is now available in Singapore, Philippines, Thailand, and Indonesia. It will be accessible to more APAC markets by the end of 2019.

“It’s no longer enough to look at an influencer’s follower count, likes, or comments – these metrics are too easily faked,” said Mark Patterson, CEO GroupM Asia Pacific. “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.”

Influencer marketing is fast-growing, with research pointing to increasing investment by marketers globally, and especially in Asia (Source: Emarketer). However, campaigns can be challenging and laborious to plan, execute, and track; publishers, influencers and their content need to be manually identified, screened, and managed to ensure quality and brand safety, while the rise of fake followers enabled by bots makes it harder to tell if an influencer is a genuine and valuable creator. These challenges make clear the need for trusted and scalable solutions for brands looking to invest. INCA addresses these challenges to provide a trusted network of verified influencer partners and campaign management processes.

INCA’s proprietary technology platform provides unique creator and audience insights, fraud detection, workflow tools, content amplification, and detailed campaign reporting dashboards. It leverages a proprietary algorithm that 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. 

“Considering the rapid evolution of social media platforms and the rise of the content and influencer-driven ecosystem, particularly in Asia Pacific, we are proud to bring a powerful solution to our clients in the market,” said Dafydd Woodward, Global Lead INCA.  “Advertisers can now have peace of mind in knowing that they are working with the most trustworthy and relevant influencers and publishers, at a scale that can deliver the outcomes they need. With our transparent, data-validated process, we will help to shape the influencer marketing ecosystem for the better.”