GroupM and Mindshare have developed a new Inclusive Influencer tool that will accelerate diversity and inclusion in influencer marketing.
Led by Mindshare’s mission to drive Good Growth, the agency has spearheaded the development of the Inclusive Influencer tool. It was designed to remove unconscious bias and reimagine beauty standards within creator campaigns.
This industry-leading initiative empowers brands to support and invest in creators who challenge narrow representations and encourages creators to proudly reflect their true selves. This Inclusive Influencer filter sits within GroupM’s Influencer AI Planning Tool and can be adopted by all categories enabling brands to deliver more representative campaigns.
The Inclusive Influencer filter prompts inclusion of ethnicity, disability, LGBTQI, First Nations, plus size, body, skin and hair type and more, to broaden representation in creator content. This ensures that creators authentically align with brand values and audiences as well as being brand-safe.
“We recognised the need to move beyond brand safety to prioritise human safety”, said Sam Turley, head of inclusive innovation at Mindshare.
“So, working with GroupM, we redesigned our technology to optimise for both client and ethical outcomes. The solution is a win-win: brands that adopt a more inclusive approach see commercial impact across all key brand metrics3 whilst also supporting vital creator communities and fostering diverse representation.”
Michaela Tan, creator marketing lead at GroupM added: “The way Influencer Marketing is done is very manual from strategy through to planning and execution, and relies on personal relationships with partners and talent. Inclusion should be the default. We knew there was a better way – so we built our technology to enable inclusive sourcing of talent. This means we can deliver our clients influencer marketing that is inclusive by design, connects authentically with audiences and helps marketers better align their media investment to their brand values and DEI commitments.”
Twenty-three local talent agencies and 744 talent have already opted in.
Stephanie Scicchitano, general manager, BornBred Talent said: “This simple but impactful use of tech reframes the approach to diversity. It removes the bias and will make it so much easier for creators, brands and talent agencies alike to make sure that influencer campaigns are inclusive and represent Australia’s true diversity.”
This initiative builds upon GroupM and its agencies’ ongoing commitment to fostering a more inclusive media landscape. It will be rolled out across GroupM agencies and will be available to all clients across the group.
You can join the conversation with Mindshare and Unilever at SxSW Sydney with the ‘Weapons of mass perfection: How Generative AI is shaping beauty ideals’ session on Friday 18 Oct 10:00 – 11:00 at the International Convention Centre (ICC) in Room E3.1 & E3.2
Mindshare’s head of inclusive innovation, Sam Turley will be joined on stage by 2023 Australian of the Year Taryn Brumfitt, Award-winning technologist Noelle Russell and Unilever General Manager ANZ Personal Care John McKeon.
