Aussie influencer marketing agency Social Soup has teamed up with Nestlé and its media agency, MEC, for the launch of NESCAFÉ’s Gold Organic out-of-home (OOH) campaign.

The creative will showcase authentic content created by Social Soup’s micro-influencer community, recognising the role and influence of influencer-generated content (IGC) alongside branded content within the marketing mix.

In targeted locations close to key retail stores Australia-wide, digital Shopalite panels will deliver dynamic social content from 50 micro-influencers with live authentic reviews to consumers as they happen during the campaign this month.

NESCAFÉ’s head of marketing, Rebecca Dobbins, said: “NESCAFÉ Gold Organic is a product which consumers are embracing as a great tasting cup which is also 100 per cent fair trade and organic.

“We wanted to showcase the positive sentiment we were seeing to build greater awareness of our new coffee along the path to purchase. This made Social Soup and oOh!media perfect partners.”

Social Soup founder and CEO Sharyn Smith said: “We’re very excited to leverage our technology platform to showcase how influencer-generated content can drive incredible value for clients.

“We have built a solution for clients to tap into the right influencer partners, understand the highest performing content and then amplify close to the point of purchase delivering highly visual, trusted recommendations.

“We’re happy to be working with Nestlé and OOH to pioneer this space.”