Unilever invests in influencer platform CreatorIQ to bolster ‘integrity’ of industry

Unilever invests in influencer platform CreatorIQ to bolster ‘integrity’ of industry

Unilever, in partnership with TVC Capital, has raised $12m funding for influencer marketing software platform CreatorIQ, specialists in managing and optimising campaigns for the likes of Disney, Airbnb & Mattel, to expand its Enterprise Creator Cloud.

The cash will be used to accelerate the growth of AI-enabled software intended to ensure brand safety and comes after calls by Unilever for the influencer industry to clean up its act with a warning that fraud was undermining the industry.

The custom software also aims to streamline workflows and includes its own security standards, paid media solutions and global creator payment solutions.

Igor Vaks, founder & CEO, CreatorIQ said: “The most impactful brand stories no longer come directly from brands. They are told in collaboration with passionate advocates who are helping build culturally relevant companies by delivering these stories to the world.

“Brands are turning to influencer marketing because it drives results, but only enterprise-grade technologies can help them succeed at scale alongside older and more mature marketing channels.”

Vasiliki Petrou, executive vice president and Group CEO at Unilever Prestige added: “CreatorIQ is proactively developing solutions that empower Unilever to continue to set global measurement standards for the influencer marketing industry. Their platform enhances the quality and integrity of our brands’ campaigns by safeguarding against follower fraud and brand safety issues.”

Unilever’s move follows the emergence of its former chief marketing officer Keith Weed as an angel investor at influence marketplace Tribe.

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