• Celebrating 10 Years of Innovation in Influencer Marketing: The Story of SamyRoad

    We are thrilled to commemorate a decade of success and growth at SamyRoad, a pioneer in the world of influencer marketing. From our humble beginnings in 2014, we have evolved into global leaders in creating effective strategies that harness the power of influencers to connect brands with specific audiences worldwide.

    Our tenth anniversary, marked by the hashtag #10SamyRoad, was a moment of celebration and reflection on our journey from an innovative idea to becoming a globally recognized agency. At an immersive event held at the prestigious Palacio de Neptuno in Madrid, we gathered with influencers, brands, and agencies in the industry to commemorate a decade of collaboration, creativity, and innovation.

    Since our founding by Patricia Ratia, Marta Nicolás, and Juan Sánchez-Herrera, we have been committed to setting a standard of excellence in the digital marketing industry. We have collaborated with renowned brands such as Unilever, Grupo Bimbo, and L’Oréal Group, and have developed groundbreaking tools such as Shinebuzz, an artificial intelligence platform that optimizes marketing strategies for brands and content creators.



    Over the years, we have expanded our operations internationally, establishing offices in Lisbon, Miami, Amsterdam, and Bolivia. This strategic expansion has allowed us to better serve our clients in emerging and established markets, strengthening our presence in the global digital marketing market.

    In 2020, we joined SAMY Alliance, the first global ecosystem of independent agencies, expanding our service offerings and providing our clients access to the best in creativity and data analysis worldwide. This year, we have been honored with the title of “Influence Marketing Agency of the Year” by Scopen, a consultancy specializing in marketing and communication.

    Our tenth anniversary not only marks a significant milestone in our journey but also reflects the continued growth and increasing influence of influencer marketing in the marketing and advertising industry. With a pioneering focus on authenticity, creativity, and innovation, we remain committed to driving change and excellence in an ever-evolving sector.

    Looking to the future, we are excited for what lies ahead and eager to continue leading the way in the world of influencer marketing. We extend our gratitude to all our clients, collaborators, and, of course, the influencers who have been part of our success in these first 10 years. Here at SamyRoad, we are ready for the next 10 years and beyond, continuing our mission to connect brands with audiences authentically and effectively worldwide.

  • 10 years of SamyRoad: Spain Party!

  • What is it like to be a jury member of one of the largest digital creation awards in Spain?

    On March 14, the 3rd edition of the “Ídolo” Awards was held in Madrid. These awards, created by In Management together with The Music Republic, were born with the aim of rewarding the digital content creators work in Spain.

    Ricky Hontañón Pombo, our Head Of Influencer Marketing at SamyRoad, was one of the members of the jury for this edition. Here we share some behind-the-scenes details of the awards, criteria and the future of the work of content creation.

    • What do you highlight about the “Ídolo” Awards and why do you consider them important within the influencer landscape?

    The “Ídolo” Awards are an incredible platform that highlights creativity and innovation in the digital world. It is an honor for me to be part of a jury that recognizes and celebrates the great work of many influencers and content creators. In an industry where quality and authenticity are key, these awards are a reflection of the commitment and professionalism of those who choose to embark on the complex world of influencer marketing and digital community.

    • What does the jury value most when giving an award to a content creator or influencer?

    The jury values a combination of key elements when presenting any award or recognition. These elements go beyond simple popularity and focus on quality, authenticity and the real impact the content creator has on their audience and the industry in general. What are the keys to success? For me they are values such as creativity, originality, engagement with the audience, quality of their content, authenticity of values, innovation in making collaborations and their commitment to social impact and responsibility. It is also important that they have their own way of communicating, that they are unique in a certain way and even, why not, that they change the rules of the game. 

    • Is the quality of the publications and brands you collaborate with important?

    The jury will recognize the ability of content creators to innovate in their collaborations, marketing strategies and approaches to interact with the audience. Versatility and the ability to adapt to emerging trends are also appreciated. In fact, when it comes to Influencer Marketing strategies and campaigns, at SamyRoad we always carry out an in-depth study of the profiles we want to work with, always choosing those who make the best match with our brands. 

    • Is the responsibility that influencers have on their community valued? 

    Influencers or creators who use their platform to generate a positive impact on society and advocate for meaningful causes are highly valued. Social responsibility and commitment to relevant issues are aspects that the jury takes into account in several categories.

    • Are influencers with more followers still rewarded more? 

    Over time, there has been an evolution in the perception of the value of influencers in the marketing industry. Although in the past the number of followers was often one of the main criteria for measuring the success and effectiveness of an influencer, the trend is changing radically.

    While it is true that brands and agencies still take into account the size of an influencer’s audience for certain strategies, the industry is increasingly aware that the number of followers alone does not guarantee impact or authenticity. Juries and brands are recognizing the importance of other factors such as authenticity, content quality and value alignment, as well as the unique way of creating content and communicating.

    Today, influencers who work on connecting with their audience, generate authentic content and demonstrate a deep understanding of their niche often receive significant recognition. Relevance, consistency in message delivery and the ability to influence audience perception and behavior are increasingly prioritized aspects of influencer evaluation.

    Also, it is important to note that the influencer marketing industry has matured, and brands are looking to partner with content creators who not only have a large following, but are also able to generate authentic and meaningful impact. In many cases, the effectiveness and authenticity of the partnership can weigh more heavily in decision making than simply the number of followers.

    The “Ídolo” Awards have become a benchmark to highlight those content creators who excel in various categories such as best digital creator of the year, creative content, lifestyle, humor, social awareness or gastronomy. The jury of experts ensures impartiality and objectivity in the evaluation of nominations and the selection of winners, in addition to voting before a notary.

    With the digital content creation industry constantly evolving, the “Ídolo” Awards continue to play a crucial role in recognizing the talent that contributes to the enrichment of the digital landscape each year, and we are greatly proud of being part of this.


  • The magic of the social listening is that it allows you to predicts trends, know user’s sentiment and public’s opinion. With all this, we are allowed to predict the future… kind of. (Although, we did saw the competition of Twitter coming three months before, but no need to get distracted).

    On Sunday, March 10, the 96th edition of the Oscars gala will take place. As of today, March 8th, we dived into the social media between January 1st of 2024 and March 1st, analysed the conversation people had around the Academy Awards and pinned the most relevant topics, names and titles; based on user sentiment, we can predict people’s favourites to win, even in the mist of Barbie, Ryan Gosling, Greta Gerwig and Margot Robbie scandal.


    How can we predict Oscar’s winners?


    In many occasions, digital platforms anticipate the results and provide great conversations around the potential winners or, at least, people’s favourite. SAMY Alliance has used the Sprinklr Insights tool to analyze the voice of the customer in real time on digital channels and has recorded more than 250,000 mentions related to the awards.

    In the run-up to the Oscars 2024 ceremony, excitement and anticipation are unleashed on social networks, becoming the epicenter of discussions and bets around who will be the big winners of the night. The convergence of opinions, analysis and predictions of movie fans has reached its peak on platforms such as Twitter, Instagram and Reddit, where moviegoers share their favorites and debate about the films that will leave an indelible mark on the history of the seventh art. To learn this data, SAMY Alliance used the Sprinklr Insights tool that analyzes the voice of consumers in real time across digital and traditional channels.

    The power of social media during Oscar awards season


    Social media has played a pivotal role in how audiences engage with and experience the most prominent film awards of the year. Since the announcement of the nominations, film fans have flooded digital platforms with their opinions, critiques and praise for the featured films and artists. The conversations have amplified the visibility of the nominated films (from least to highest grossing) and generated a phenomenon of virtual support for their favorites.
    Predictions and bets: What do social networks think about the gala?

    The Oscars always generate a great deal of conversation, as it is considered one of the “events of the year”. However, this year, we conducted an active listening analysis. Between January 1 and March 1, some 68,150 mentions of the awards were collected on an individual basis. If the mentions associated with the films are included, the number rises to more than 250,000.

    With a sizeable majority of positive comments, (approximately 38K) we find ourselves expectant to know the audience’s favorites for winners and based on sentiment and volume of conversation on social media, we can get ahead of ourselves and outline the titles.

    In terms of volume of conversation, the most talked about topics this month around the golden statuette awards have been related to the death of acclaimed director Norman Jewison and the creation of several films about the individual lives of each of the Beatles members, which audiences believe will be a smash hit.


    What are the most talked about films?


    The favorites in the Best Picture conversation are “Barbie” with 126,230 mentions from January 1 to March 1, followed by “Oppenheimer” with 75,360 mentions in the same time period and in 3rd place, “Poor things” with 25,750 mentions.

    On the other hand, the nominated films with the least number of mentions are: “The Holdovers” with 13,200 mentions, “The Zone of Interest” with 9,370 mentions and finally, “Past Lives” with 8,120 mentions.

    The actors and actresses most likely to win according to the online community.

    The awards concerning the best actor and actress also tend to be a very prominent topic of conversation. In this case, social networks have it clear and give the victory to Bradley Cooper for the film “Maestro”, with 137,790 mentions.

    Of course, not without controversy was the communication of the nominees coinciding with the Golden Globes 2024 (which are known as the prelude to the Oscars), since the film “Barbie” has obtained the nomination of Bryan Gosling as best actor, but neither his co-star Margot Robbie nor the film’s director Greta Gerwing, are nominated for the film. Of course, before this news, the networks showed great conversations publicly denouncing the injustice. In addition, Ryan Gosling himself expressed his discontent that the women in the film were not nominated when the film is precisely about Barbie’s empowerment, fleeing from the stereotypes created over time.

    What are the most talked-about topics?

    Before the arrival of the gala, the topics revolve around the nominated films and their actors, although on the day of the ceremony, fashion and the looks of the attendees on the red carpet take first place in the conversations generated by followers on social networks. In these moments leading up to the ceremony, followers share their opinions on the most eye-catching outfits that will set trends in the entertainment industry.
    The role of social networks in the cinematic experience.

    The Oscars 2024 ceremony promises to be not only a spectacle of recognition for world cinema, but also an event where the voice of movie lovers is stronger than ever thanks to the power of social media.