Valassis, a Vericast business and the leader in marketing technology and consumer engagement, is defining and creating industry benchmarks with its newly introduced influencer marketing solution. Valassis influencer marketing programs drove a 64% higher engagement rate for awareness campaigns and 110% higher click-through rate for traffic campaigns based on 32 consumer packaged goods brands testing nearly 3,000 pieces of content.
“Consumers want to interact with brands in a more experiential way, relying in part, on influencers for brand discovery and digital storytelling,” said Sinead Norenius-Raniere, vice president of influencer marketing and paid social at Valassis. “Effective influencer marketing is both an art and a science, strategically identifying the right influencers, message and channels to reach a receptive audience, and ultimately, inspire purchase decisions. At Valassis, we are able to buy and serve media programmatically via our influencers’ handles, providing brands incredible efficiencies and maximizing their investments. We are also setting