GroupM rolls out brand-safe influencer marketing solution INCA in Hong Kong

Simon Yuen

GroupM has launched its brand-safe influencer marketing solution INCA in Hong Kong.

Aimed at solidifying the company’s efforts to uphold brand safety in the industry, INCA’s AI-enabled technology can help brands in Hong Kong to partner with a vast network of relevant and authentic influencers and publishers to plan, execute, and measure content-driven campaigns that bring their brand stories to life.

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

“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. 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,” said Michael Woo, associate director – product and operations, INCA Hong Kong.

INCA’s solutions have supported numerous marketing campaigns in APAC in the past year, driving engagement for brands including Campbell, Colgate, Fonterra, Pfizer, Mars, Shell, Triumph and UNHCR.

“Advertisers are faced with the challenge of finding authentic and relevant content creators while ensuring cost-efficiency in their marketing campaigns. 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,” said Andy Chung, head of programmatic at GroupM.

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