GroupM Launches Brand-Safe Influencer Marketing Solution, INCA, in Hong Kong

    By Harold Henry - Nov 25, 2020
    GroupM Launches Brand-Safe Influencer Marketing Solution, INCA, in Hong Kong

    WPP’s media investment management arm, GroupM, today announced the launch of its brand-safe influencer marketing solution INCA in Hong Kong as part of ongoing expansion in the Asia Pacific region.

    The aim is for brands in Hong Kong to be able to partner with a vast network of relevant and authentic influencers and publishers to plan, execute, and measure content-driven campaigns by utilizing INCA’s AI. According to GroupM, more and more brands in the region are reallocating their budgets to influencer marketing to drive brand engagement across social platforms such as Facebook, Instagram, and YouTube.

    Additionally, according to a recent Nielsen study, the economic and social uncertainties in Hong Kong have prompted consumers to be more cautious with their spending, pushing local advertisers to reduce their overall budgets for the year 2020. Consequently, Hong Kong marketers are choosing to invest in strategies that prioritize efficiency and can be proven to be delivering a return on investment.

    “We are committed to helping brands in Hong Kong create the best possible outcomes through our data-driven and brand-safe approach to influencer marketing,” said Michael Woo, Associate Director – Product & Operations, INCA Hong Kong. “Our AI-powered solutions and thorough influencer and content approval processes ensure their investments in influencer marketing inspire their customers, protect their brands, and achieve results that are directly tied to business results.”

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    Using its AI-powered influencer identification platform INCAtech, INCA provides creator and audience insights, workflow tools, content amplification, and detailed campaign reporting dashboards which include Genuity Score. Through this feature, brands are able to check the proportion of real versus fake followers on an influencer’s Instagram profile.

    “Advertisers are faced with the challenge of finding authentic and relevant content creators while ensuring cost-efficiency in their marketing campaign,” said Andy Chung, Head of Programmatic, GroupM. “Our technology will help equip advertisers, not only in Hong Kong but globally, with data-driven tools that will connect them to genuine influencers and leading publishers in order to achieve their marketing objectives.”

    INCA’s solutions have supported numerous marketing campaigns in the APAC region in the past year, driving engagement for brands including Campbell, Colgate, Fonterra, Pfizer, Mars, Shell, Triumph, and UNHCR. With a growing presence in the region, INCA hopes to empower businesses through effective data-driven influencer marketing solutions that ensure brand safety, protect brand credibility, and boost customer affinity.

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