Social Soup has launched an Australian first influencer app with Carlton United Breweries signing on as an exclusive partner. The agency will use the new platform to manage its operations and expand its offering to clients with enhanced campaign management and data analytics.
The purpose built app, which was a year in development, will allow Social Soup’s 170,000+ influencer community improved access to new campaigns and easier sharing of content, with all posts managed through it.
Gamification has been used to define and build the new app from the ground up. The gamified systems are designed to keep members engaged and motivated with brands and as a result, create even more quality influencer content. Members earn points, levels and achievements for participating in brand missions and projects.
Social Soup will be expanding its offering to the market as the app rolls out with live reporting on social impact, voucher delivery to pick-up products and real-time research.
CUB has entered into a partnership with Social Soup across all its cider launches this summer across set festivals, events and summer moments, and with it bringing a swag of influencers. The first launch with the app will be for Pure Blonde Cider which will see influencers sharing the new product over summer.
Influencers will take part in a series of walks set-up around Sydney where they check-in with the app and get access to prizes and product in real time.
Sharyn Smith, founder and CEO of Social Soup said, “This innovative platform will provide deeper data for our clients and improve the experience for our influencers. It will streamline our operations and help drive further growth for the business. It has taken some time to get right, but we’re delighted with its functionality and the simplicity of use.
“Social Soup has worked with CUB for sometime and to have them on board as a launch partner is testament to our strong and effective relationship.”
Brian Phan, head of brands – cider and flavoured beer added, “Influencers are an important part of our marketing strategy so we are very excited by the new Social Soup app to help us be at the leading edge of influencer marketing.
“Partnering with connected influencers through the Social Soup app will increase our campaign reach and also give us incredible measurements which are vital to understand the success of our programs. Social Soup is part of the launch plans for all of our new cider products this year as we know getting visibility in social media is crucial to the success of new products.”