Ogilvy’s New Platform to Give Nano and Micro-Influencers a Seat at the Big Table

Vikas Mehta, CEO Ogilvy Africa - Ogilvy InfluenceO
Vikas Mehta, CEO Ogilvy Africa - Ogilvy InfluenceO

Influencer marketing has been the fastest-growing digital customer acquisition channel in recent years. The creator economy is a multi-billion dollar market but the playing field has been uneven, especially for nano and Micro-influencers.

This is where Ogilvy’s new platform wants to come through and solve this pain point. The new platform called InfluenceO wants to bridge the gap between the nano and Micro influencers and clients who wouldn’t have known about them through traditional means.

The platform’s features include audience mapping, influence strategy, partnership evaluation, Influencer identification, database management, talent management, contract management, platform activation solutions, media strategy and activation, global and regional tool kitting, measurement, and evaluation.

The system architecture involves Ogilvy’s creative capabilities, supplemented by AI to remove barriers to discover the unfound or enter new markets, integrated with media buying and PR amplification. The platform also offers a measurement for both creators and clients.

The signup process involves creating your profile on the platform so that the algorithm can match your talent with a client’s needs. The algorithm looks at their audience, true reach, topics, engagement, location, brand portfolio, and potential risk factors. The platform wants to partner the right influencers with clients who meet the brand’s values and strategy.

Besides getting engagement metrics, brands get more insights like conversation rates and long-term changes in brand sentiment.

InfluenceO allows both client and influencer have a centralized dashboard to manage campaigns, track deliverables, review content drafts, and negotiate terms.

“With InfluenceO, we hope to unleash the vast potential of this continent’s content and influence landscape,” said Vikas Mehta, CEO Ogilvy Africa.