Influencer marketing business Tribe has launched in the UK with Moët Hennessy, Selfridges and Burt's Bees secured as clients.
The company, founded by radio personality Jules Lund, signalled plans last year to expand internationally following a $5 million round of capital raising from investors. It launched its first office in the UK in Soho on 1 April.
Moët Hennessy, Selfridges and Burt’s Bees are the first brands to use the platform with launch campaigns using more than 100 unique pieces of branded content from UK-based content creators.
Tribe's top posts for Selfridges
The UK office is temporarily headed by Tribe's chief executive Anthony Svirskis who is in London recruiting a permanent country head. It currently has a headcount of four and expects to grow to around 10 people by the end of the year.
Svirskis says the enthusiasm of the UK market has been extremely positive and Tribe is currently in dicussions with a number of brands and agencies.
“It’s very pleasing to partner pre-launch with major brands like Selfridges, Burt’s Bees and Moët Hennessy,” he says.
“The UK represents a very large opportunity for Tribe to take our Australian grown model and expand it internationally.
“Tribe was always designed to be a global platform and the move into the UK is the first significant step we’re taking towards this. We have established a local UK team based in Soho, London, and our pre-launch activity at marketing and advertising events suggest the local UK market is ready for the Tribe platform and the solution we provide.”
Tribe CEO Anthony Svirskis and founder Jules Lund
Tribe’s differentiator is its focus on micro influencers, which it categorises as 3000-100,000 followers on social media.
Greg McCann, digital marketing manager at Moët Hennessy, says: “After hearing about the success Moët Hennessey has with Tribe in Australia, we were excited to set up our own UK campaign. The results have been great, having received 99 submissions from talented content creators in just over a week.”
Tribe had flagged Signapore as a potential market for its platform, however has benched plans to launch in Asia after finding the social media advertising market is too under-developed and it was not ready for its model.
“While our UK expansion is a significant step forward for Tribe Australia is still a very important market for us and we’ll always have a strong focus on servicing Australian agencies and brands,” Svirskis says.
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