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Welcome to SamyRoad, the influencer marketing agency you were looking for

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WHO
WE ARE

End to end data-based Influencer Marketing solutions to help top leading brands worldwide succeed in the new advocacy era.

We are the agency specialized in influencer marketing

We were born with the mission of being a business partner for our clients, combining data, strategy, creativity, implementation and measurement.

We leverage data from the Samy Intelligence suite, our proprietary technology offering that makes data-driven insight more accessible. More specifically, we use ShineBuzz, our Artificial Intelligence Technology to help analize and identify the right match among 42M KOL to carry out succcesful campaigns on social networks.

About us

We are the agency specialized in influencer marketing

We were born with the mission of being a business partner for our clients, combining data, strategy, creativity, implementation and measurement.

We leverage data from the Samy Intelligence suite, our proprietary technology offering that makes data-driven insight more accessible. More specifically, we use ShineBuzz, our Artificial Intelligence Technology to help analize and identify the right match among 42M KOL to carry out succcesful campaigns on social networks.

About us

WHAT WE DO

  1. Audience Identification
  2. Discovery & Recruitment
  3. Brand Affinity analysis
  4. Performance Prediction
  5. Strategy and Creative Concept
  6. Brand assets: influencer guidelines
  7. Negotiation, activation and PayRoll
  8. Amplification
  9. Measurement & Reporting
End to end Influencer Marketing Solution

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WHY
SAMYROAD

We have worked for more than 300 brands across 50 markets, with the ability to reach local, glocal and global talents, and we have historically delivered more than 2.000 successful campaigns around the world.

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HOW WE DO IT

With over ten years of experience in Influencer Marketing and more than 2,000 campaigns behind us, at SamyRoad we generate highly qualified turnkey influencer marketing campaigns based on the right technology, the deepest know-how and the best creators.

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Since 2013, at SamyRoad we have developed predictive property technology to generate end to end data-based influencer marketing solutions that help the top leading brands worldwide succeed in the new advocacy era.

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NEWS

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Stay up to date with the latest trends and insights in the influencer marketing world.

  • During the last years, we have experienced different adversities that have made us depend even more on the media to be able to inform our knowledge and learn how to face these challenges.

    This is nothing new. Since the first newspaper appeared in England in 1702, the media have served, apart from communicating news, as a tool for disseminating information to society.

    Today, however, younger generations, like Alpha, have exchanged traditional media for social media platforms. These new media platforms must also be understood as a change in how the message is spread and received. An influencer no longer only influences the public in certain aspects of their day; they can become a reference for each of the public’s decisions throughout their lives.

    Influencers that influence 

    Until now, our influencers have always been there to recommend different lifestyles. What to wear, what to eat, what to visit, what to do. These were the questions they answered, but recently, influencers have begun to answer the question of how to be and behave in society.

    We can see a clear evolution from influencer to influential, a personality that influences the behaviour of their followers. In other words, an influencer who affects the final purchase of a product can also directly affect the consumer’s way of life.

    The younger generation, the Alpha generation, looks up to influencers for a more humane and realistic lifestyle. They are looking for a guide, someone to follow, with solid values. They look for a personality that empathises with them and tries to guide them to a more compassionate way of life.

    Influencers being influential 

    Now that it’s time for all of us to go back to school, but above all, for the children to return to their classrooms, we are more aware of what happens inside these enclosures.

    The concern for the smallest among us is palpable. To guarantee the children of our society better day-to-days, to protect them from possible unnecessary and irreversible traumas.

    Empathy is one of our most essential tools, which is why the pain and injustice of others hurt us so much.

    A few weeks ago in Spain, we were able to experience the effect that our most influential influencers had on a case of bullying.

    The viral effect that the most famous personalities in the world of influencers had to share their outrage over a case of bullying significantly impacted the young generations, much more than if it had been just an anti-bullying campaign. 

    “The school bathroom reminds me of my sister Maria’s first day of school when a girl pushed her for being the new one. Thank God the situation did not escalate, and we could stop it. Still, I think of all those people who today continue to suffer this bullying and harassment and take refuge in the bathroom to be able to be calm and that nobody bothers them. My heart breaks.” Shares Marta Pombo, a Spanish influencer with more than 800,000 followers.

    The famous streamer Ibai Llanos declared through his channel his anger towards a case of bullying; he even decided to point out the kid that was suffering from it and celebrated his birthday on stream. He condemned the act of bullying and the people who were acting on it. 

    The power of influencers 

    Influencers today have much more power over the public than we can imagine. The responsibility that comes with this power to be a reference and support to their followers.   

    They are not only people who help brands position themselves and transmit their new products, ideas and values, but they are also helpful channels to transmit essential values to the public.

    We have long seen large organisations work and fight to transmit these values. But we must be realistic when it comes to targeting the younger generations.

    The Alpha generation and those yet to come follow their favourite personalities for guidance. What they do and represent will have much more weight on their followers than what large corporations have.

  • Virtual Influencers are the new avatars that live on Instagram, TikTok, Facebook, Twitter, and different brands’ advertising campaigns. Over the last few years, virtual influencers have been a growing reality of internet interaction, and their influence is such that some of them have managed to collaborate with some of the world’s biggest brands.

    Although they are not real people, virtual influencers (an avatar created digitally) seek to create a community on social networks and show a lifestyle like anyone else.

    Brands collaborate with them to create advertising campaigns because of their continued growth and high engagement.

    NOT THE FIRST VIRTUAL INFLUENCER

    We tend to think that virtual influencers can separate us too much from reality when the truth is that we’ve been exposed to this fiction forever.

    We must remember that all the characters we’ve created through literature or the movies industry are virtual influencers.

    Imagine if Harry Potter was an influencer? How would his IG be? Which brands would he work with?

    Stories create characters for readers
    or viewers to interact with, fall in love or follow. They create communities and a lifestyle and even dictate trends; in other words, fictional characters were the first virtual influencers.

    44% of people have the same level of trust in a product when endorsed by a virtual influencer rather than a human influencer.

    WHAT ARE THE PROS

    The planned and implemented strategy behind each post or story of the virtual influencer encourages brands to work with virtual influencers because as well as being cheaper to work with, there is a reduced risk over working with a human influencer. The team behind each virtual influencer has full control of the narrative, deciding what brands they collaborate with, what the avatar should look like, what it publishes and its principles and values.

    Virtual Influencers could be less controversial than human influencers as avatars are less likely to receive negative comments, similarly for brands that use these influencers. We live in a cancel culture; anything an influencer says or does can have huge and lasting effects on an influential figure’s public perception so working with an influencer who aligns to the brand values is incredibly important.

    The virtual influencer content is highly customizable; there are endless possibilities for creative and seamless product integration. There is nowhere a virtual influencer cannot go and nothing they cannot do.

    Carlos Mendiola, associate director of the Department of Media and Digital Culture at Tec de Monterrey Campus Santa Fe, states that it may be irrelevant for brands if the influencer
    is an avatar. Brands are looking for someone who can engage with an audience and raise awareness about their products.

    Should brands create Virtual Influencers?

    Brands should be asking themselves whether they should start thinking about creating their avatar. This virtual character can represent them on social media and build a community like any other influencer.

    Today we can see quite a few brands that have already created a character in their likeness, a virtual influencer who shares all their values and aesthetics and intends to create a community.

    KFC’s fast-food brand transformed the iconic Colonel Sanders into a virtual avatar and used him for several campaigns as the new image. Like any other model, the new Colonel performs and acts within the brand’s values and creates a stronger bond with the KFC community.

    In South Asia, the fashion brand Puma launched a new campaign for their Puma Future Rider sneaker and created a virtual influencer for the campaign named Maya.

    Designed by UM Studio and Ensemble Worldwide, Maya’s personality evolves as her interests are built according to her interactions on social media, thanks to Artificial Intelligence.

    Prada is another example. They created
    their first virtual influencer named Candy
    to represent Prada’s aesthetic and values through their campaigns, building a stronger connection with their audience.

    These brands demonstrate that the future is within the virtual world; future generations, such as Gen Zs, believe in these new adaptations and feel comfortable creating a community around these virtual avatars.

    Who are these new virtual influencers

    Lil Miquela

    Describes herself as a “19-year-old robot living in Los Angeles with 3 million followers.” Her publications reach more than 60 thousand likes. Among the brands that have decided to collaborate with her are MINI Cooper, Givenchy, Spotify, and Samsung. She has created a large community with whom she even shares parts of her life that have led her to existential crises.

    Ronald F. Blawko

    Known as Blawko, is a self-proclaimed low-life who identifies as a robot man. He spends his time with his other virtual friends on IG or venting on Youtube to his subscribers.

    Blawko has worked with brands such as Aliexpress.

    KnoxFrost

    Another male virtual influencer with more than 600.000 followers on IG, has partnered with global organisations from the World Health Organization to Rock the Vote. Knox has also appeared in various media: Forbes, Business Insider, AdAge, Fortune, Adweek, Buzzfeed, Mashable, Dazed, Betches and CNN.

    Mar.ia

    Is the first Mexican virtual influencer. Her main focus is to raise awareness about different issues the world faces, such as climate change and other human issues such as gender equality.

    Shudu

    Is a digital supermodel in her mid-to-late 20s from South Africa. Shudu advocates for the virtual human race; having worked with Cosmopolitan, Vogue, Balmain, and Smart Car, Shudu spends her time posing in premier, mystical shoot locations to display eye- popping fashion pieces.

  • I feel very fortunate to be part of the generation that experienced the transition from the analogue to the digital world. I was neither too old nor too young. It allowed me to understand the potential of new technologies and simultaneously experience it as something almost magical: the first email, the first web page, the first search engine… A new world to be discovered, and every day was an adventure.

    But the unforgettable memory that blew my mind was when I was visiting a friend, and he showed me the chat on a page called ole.com. He said, “I’m talking live with other people”. That was witchcraft! To talk to people worldwide in real-time on the computer was completely revolutionary for me. 

    We were living in the early days of the internet with 56k connections, ISDN, and the first ADSL… and we were already using the net to connect with others. Later new sites would call themselves ‘social media”, but these networks were already in place from the beginning of time. We talked to our school friends via messenger, met people with the same interests as us on forums, and shared our first university photos on pages like Fotolog. Social media were always there, although we didn’t call them that. 

    We have empowered our relationships through social media that our physical reality cannot be understood without them. I’m not saying anything new, am I? We all know it, and brands know it. Their perception depends on what they say and do through them, who their digital ambassadors are, and what users talk about. It is well known that a tweet can change your life, and this risk is multiplied infinitely in the case of brands.

    We know the power of Facebook, the revolutions of Twitter, the paradigm shift of TikTok or Twitch… We interact with others, known and unknown, in the same ways. We meet new people, debate, create our own tribes, dogmas, taboos… 

    And now, we are at the forefront of a new community model. Platforms like Discord enable users to create smaller closed spaces only invited people can join. Users enjoy this private space since it is where they can discuss with other like-minded individuals with similar values and knowledge around specific topics. Why should I talk to everybody if I want to interact with particular individuals? This thinking is step-by-step arising, especially after Twitch became the most relevant communication platform of the future.  

    Today, The so-called Internet 3.0 is looming on the horizon, but there is still too much talk about it. We don’t know what’s coming up next, we can only dream about what our following networks will be. 

    Martín Brotons

    Planning and Creative Director at Samy Alliance

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