Wavemaker challenges the influencer industry with a new product in India

Wavemaker India has launched a new initiative to help clients put brand storytelling back in the heart of their influencer marketing strategy.

The new product – Thrive – is a data-driven system that matches influencers with the core values of the brand and treats them as talent as against media channels. This makes influencer marketing a non-campaign initiative that impacts the purchase journey, versus a simple amplification vehicle, and it will encourage focus on bigger brand goals as well as campaign results.

Over the last few years, influencer marketing has become so commoditized that we have shifted our focus from what it was originally meant for: impacting purchase decisions.

Karthik Nagarajan, Chief Content Officer, INDIA

Karthik Nagarajan also believes that Thrive will demystify and declutter influencer marketing for clients and help them move to an impactful, measurable and safe environment.

“This platform will help brands unlock the true potential of content by touching multiple moments of a consumer’s journey. The right content can become the right point of influence when it comes to building perceptions and making choices.”