Influencer Marketing: G+J starts InCircles

Mobile Online

Marketing platform InCircles connects advertisers with multipliers from all sectors.

Gruner + Jahr is further expanding its activities in Influencer Marketing. The launch of InCircles sees the creation of a new marketing platform for high quality influencer campaigns, which networks multipliers from the areas of food, living, parenting, travel, lifestyle as well as beauty and fashion with advertisers.

At the start of InCircles, more than 500 relevant influencers are already part of the marketing platform, including Esslust, Snukieful and Itscaroo. The idea was developed and validated in the G+J Innovation Lab Greenhouse, InCircles is used by the marketers of G+J e|MS.

InCircles enables cooperations with influencers to be planable, measurable and bookable as a full-service-solution
Jens Uehlecke, managing director G+J Greenhouse: „Influencer are the important new instance for opinion forming. Our initial question was how can we connect the potential of social media greats with the power of G+J’s brands ? The answer is InCircles - a prime example of the idea behind the Greenhouse: We develop business models that benefit from the reputation of the G+J brands, the high coverage or the G+J marketing strength and which we can review quickly regarding feasibility."

InCircles combines modern communication technology with the marketing expertise of e|MS. With InCircles, advertisers get access to known influencers from relevant topic segments, with these being able to be selected and individually combined from the continuously growing network according to criteria such as coverage, interaction rate, target group and topic fit and content quality. Thus advertisers can realize high-coverage and content-driven productions in all relevant social media environments - if necessary, also in cross-media combinations with campaigns in the G+J brands. The entire process from the influencer qualification to reporting comes from one source via G+J e|MS. A real-time tracking regarding achieved likes, comments and followers ensures transparency and provides ongoing opportunities for optimization.

Yunfeng Cui, Executive Director Digital Solutions of G+J e|MS: InCircles sets new standards in Influencer Marketing. It makes cooperations with influencers predictable, measurable and above all available for booking as a full-service solution. Thus we can expand the range of services of our communication solutions for our customers on social communities. As G+J e|MS, we want to bring more confidence, quality and cross-media networking into the digital pitch which is highly relevant for advertisers.