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Leadership

What makes Creator content a brand-building powerhouse? New research from Whalar and Kantar reveals that 62% of Whalar Creator-led campaigns outperformed industry norms, more than double the standard digital benchmark. The study reveals that Creator content yields stronger results in both short-term sales and long-term brand equity, and outlines the essential tactics for successful Creator x Brand partnerships that drive bottom-line results for brands.

There’s a lot of talk about the growth of the Creator Economy, but it’s critical to understand why. That’s why Whalar partnered with Alter Agents to understand exactly what drives consumers to engage with Creators: from following them all the way to buying the products/services they recommend. This study helps marketers cut through the noise and definitively understand not only what makes Creators tick, but the best way to partner with Creators to drive value to their business.

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 demonstrates every dollar spent on Creator content delivers $2.41 in return.

87% of global leaders say creativity is as vital as efficiency.

In a world transformed by AI, it’s human ingenuity that will define who thrives. Discover how creativity is becoming the ultimate competitive advantage from driving innovation to building resilience, attracting talent, and futureproofing your business.