Whalar Unveils First Creator-Driven Media Mix Model Study

Whalar, the leading global creator company conducted an extensive Media Mix Model (MMM) analysis to show the contribution of creator content within the overall media mix. Leveraging data from over 20 campaigns in the CPG personal care category conducted in the US and the UK during 2021 and 2022, Whalar commissioned Nielsen, the global measurement and analytics company, to quantify the impact of creator-driven campaigns when measured alongside all other media investments.

Key findings from the study revealed that creator content is a valuable media investment. Whalar creator content achieved a remarkable 2.4x ROI, surpassing the performance of other prominent media channels such as social, online video (OLV), and television. The ROI for Whalar campaigns exhibited a significant year-on-year increase from 1.9 in 2021 to 2.6 in 2022 (38%) underscoring the continued growth and opportunities available to brands in the Creator Economy.

Two primary factors contributed to the impressive ROI of creator media investments:

• Media Impact: Despite representing only 0.7% of overall media investment, Whalar's creator content accounted for 2.6% of the total sales impact. This highlights creators' influence in driving consumer sales and the measurable revenue it generates.
• Efficiency: Whalar campaigns demonstrated a 50% lower cost per thousand impressions (CPM) compared to other social channels, indicating the cost-effectiveness of creator content in driving results.

Gaz Alushi, president of measurement and analytics, Whalar said, "The purpose of this study is to demonstrate that creators are media. The results clearly indicate that creators have an outsized impact on overall media effectiveness and are not just PR. To maximize results and deliver brand impact, it is crucial for creator content to be a meaningful part of the overall media planning process."

The study also revealed that combining Whalar's creator content with planned paid social media amplified the return on social investment by an additional 14% - illustrating the power of incorporating creators into the media planning process makes existing media work harder.

The study allowed Whalar to utilise ongoing campaign analysis and evaluation to better understand:

• The importance of paid amplification over organic impressions: Paid efforts are the only guaranteed means to ensure reaching your target audience. 
• How to improve reach and organic impressions, maximising budgets for varying audiences of creators rather than solely focusing on a few larger 'mega' creators.
• Additionally, that reach and frequency (R/F) metrics are the most effective way to measure the impact of creator content on sales.

"As the media landscape continues to evolve, advertisers need a streamlined measurement framework that allows isolation of the true ROI behind investments, including creator content," said Jeffrey Shatz, VP of marketing effectiveness, Nielsen. "Marketing Mix Modelling is a critical tool for advertisers to quantify marketing effectiveness and uncover new ways to drive business growth." 

Looking ahead, the study's results provide a blueprint for brands to guide their investments in creator content as a meaningful strategy.

The results from Whalar and Nielsen's collaborative study underscores the transformative power of creator content in driving growth and efficient results. With the Creator Economy on the rise, the results serve as a catalyst to embrace creators as essential contributors to the media mix and highlight the need for brands to seize the untapped potential that exists within this thriving ecosystem.

To learn more about the study, click here.