Dolly Mahayan

GroupM to launch 'INCA', influencer marketing tool in India soon

GroupM, WPP’s media investment management group, will launch its influencer marketing solution — INCA, in India soon. A close source confirmed that the development is in beta phase and will most probably launch in the next few months. INCA connects brand's to a network of trusted publishers and influencers to create and promote content across social media platforms and drive brand engagement across digital platforms.

With the help of this newly-built platform, advertisers would be able to verify influencers and the campaign management process will help improve content quality and brand safety.

The company launched for the first time in Asia Pacific, this year. INCA allows clients to run campaigns across social media platforms, and is now available in Singapore, Philippines, Thailand and Indonesia. It will be accessible to more APAC markets by the end of 2019.

“To guarantee effective marketing, advertisers must carefully interrogate available data on their partner influencers and their campaign performance,” said Mark Patterson, chief executive officer, GroupM Asia-Pacific, in a statement. “INCA enables us to do exactly that: we can connect brands with relevant, authentic influencers and publishers that have the power to help a brand achieve its objectives.”

With INCA, the company hopes to shape the influencer marketing ecosystem for the better, and help brands in terms of finding valuable and authentic content creators.

INCA’s proprietary technology platform provides unique creator and audience insights, fraud detection, workflow tools, content amplification, and detailed campaign reporting dashboards. It leverages a proprietary algorithm that uses real-time data to source, curate, and match influencers and publishers to a brand’s campaign objectives to deliver the most credible partners and content for the greatest impact.