Whalar
A global, award-winning, full-service creator agency that unlocks the potential of creators, brands, and platforms.
Research
Media Mix Model
2023
Many marketers have difficulty measuring the impact of creators on their bottom line. To address the need for data-driven insights, Whalar Group partnered with Nielsen to analyze the impact of creator content across 20+ campaigns conducted in the US and UK over the past two years in an extensive Media Mix Model (MMM). This first-of-its-kind study proved every dollar spent on creator content delivers $2.41 in return.
Research
Reaching the Unreachables
More than half of Gen Zs and Millennials spend 0 hours on ad-supported TV on any given day. In fact, they actively dislike ads and will pay to avoid them. They are turning to content from creators: comedians, chefs, writers, designers, musicians, dancers, and filmmakers. Whether this content lives on Instagram, Snap, TikTok, Twitch, Twitter, or YouTube makes little difference. Creators are taking a growing share of time and attention away from traditional content providers.
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