WhoSay did not provide information on the campaign’s effectiveness, but it will generally share results that break down performance on a CPM basis and cost-per-engagement basis.
“We used the WhoSay first-party fan data to put it in front of fans in their natural habitat, the social feed,” said company CRO Rob Gregory. Chevy also had the option of using the celebrity-created content across its own channels.
“Influencer marketing is becoming a line item in product launches,” Gregory said. “CMOs need to tell their bosses they have an influencer marketing strategy.”
WhoSay insists influencer marketing is a more viable revenue strategy than selling ads across a media property.
“The business has changed. It’s not about making people go into a room, and ads from WhoSay are on the wall,” Gregory said.
Since late last year, WhoSay’s business has picked up, in part due to expanded buyer interest. “More brands want to do it, and budgets are growing,” Gregory said.
WhoSay has written $3 million in checks to celebrities in the past six months, which has fueled interest among stars who can earn five or six figures for a few Instagram posts or branded videos.
One agency at a large holding company, which Gregory declined to name, is doing a content upfront to secure better media rates and get a first crack at talent.