Aussie influencer first: Vamp scoops Facebook accreditation

Lindsay Bennett
By Lindsay Bennett | 11 January 2018
Vamp co-founders Aaron Brooks and Ben McGrath

Sydney-founded Vamp is the first Australian influencer business to be officially recognised by Facebook as a 'Marketing Partner'.

Facebook Marketing Partners are recognised for success in their sector and are put forward by Facebook to its brand partners as ways to reach new audiences.

For example, Facebook shares on its blog a case study from one of its Marketing Partners that paired a travel brand, Yatra, with a targeting business, Tookitaki, which led to a 28x return on ad spend.

Vamp has also become one of the two companies in Australia granted Instagram Partnership in the creative platform category globally, with the other being Genero.

In Australia, Adobe, AdRoll, Quantium, Salesforce, Hootsuite and Datalicious are all listed as Facebook Marketing Partners.

The move shows Facebook is ramping up its focus on the booming business practice of influencer marketing for this year. It’s a smart move for Facebook, which owns Instagram, as Instagram continues to be the dominant platform for influencers to share content.

Vamp co-founder Aaron Brooks says the focus of the new Facebook partnership will be to focus on creating convenience for brands and working with new ad formats.

“Vamp content is consistently out performing traditional ad agency content in this channel and we are excited about what the Facebook Marketing Partnership will mean for what we can offer our customers in addition to this,” he says.

Read more: Influencer marketing predictions for 2018

Vamp was founded in 2015 and since then has expanded into Singapore, Hong Kong, Dubai and London. Brands such as Airbnb, Estee Lauder, Nestle, ASOS, Mastercard and more are using the Vamp platform, as well as agencies such as Leo Burnett, Slingshot, Ogilvy and Havas Media.

In 2016, former Leo Burnett chairman Todd Sampson announced he’d be backing the startup, taking up a position on its board.

According to Brooks, the technology and process of Vamp is designed to help solve the common pain points that its clients experience.

“Our social media campaign platform has deep integration with Facebook, its ad placement and analytics, freeing up the brand’s time for other avenues,” he says.

“But chiefly, the key pain point we solve is that of producing a variety of engaging creative assets for brands in the fast pace of digital demands today. Vamp content can be housed in and out of social, digital advertising and beyond.”

Facebook partner development manager for APAC Justin Keh says that only the companies that meet Facebook’s high standards for innovation and commitment earn the accreditation.

“In the age of mobile, brands need to think about how to capture people’s attention quickly and new ways of building creative content to reach their customers. Facebook’s Creative Platform partners, like Vamp, help advertisers deliver mobile-first creative at speed, quality and scale,” he says.

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