"Digiday has learned that Omnicom Media today is unveiling a partnership that links Walmart Connect's first-party, purchase-based insights with Meta's raft of influencers (via Instagram) to empower Omnicom's influencer agency Creo to help brands identify potential creator partners based on their performance against a product, category or consumer audience. The partnership aims to elevate influencer insights from just follower counts or demographics to essentially answering the question of "what do an influencer's followers buy?""
""Of people that said that they purchased because of an influencer, 42% said it was spontaneous," which changes all historical notions of the purchase funnel. "Influencers are. like a new form of recommender, whether it's a trustworthy expert or a friend. Especially with niche rising ones, where it feels like you're a part of their community or you're invested in their journey. So we've already proven that there's value in them as a social engine. This just adds a new dynamic to me on why.""
Omnicom Media's Creo pairs Walmart Connect's first-party, purchase-based data with Meta's Instagram creator insights to identify potential influencer partners based on follower purchase behavior. The integration shifts influencer evaluation from follower counts and demographics to understanding what an influencer's followers actually buy. Creo's Influencer Discovery Agent surfaces creators whose audiences show stronger conversion potential for specific products, categories, or consumer segments. Forty-two percent of purchases attributed to influencer recommendations were reported as spontaneous, altering traditional funnel assumptions. Prior Walmart Connect integrations included TikTok; expanding to Meta deepens the influencer pool for conversion-driven creator selection.
Read at Modern Retail
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