Two agencies under the Plus Company umbrella, Citizen Relations and Mekanism, are enhancing their influencer marketing offerings with a new model called Performfluence. This innovative solution merges brand-building strategies with performance marketing, making it a comprehensive tool for clients looking to optimize their influencer campaigns.
Citizen Relations, a global communications agency, and Mekanism, a full-service ad agency, have collaborated to create Performfluence. This influencer marketing solution is being delivered through their digital innovation teams, blending expertise in strategy, activation, and data intelligence to provide a holistic approach to influencer marketing.
Performfluence was soft-launched last year, with both agencies testing different models with a variety of influencers. Currently, four clients are using the system to drive new member acquisitions and increase direct sales to brick-and-mortar outlets. Notable clients like Coast Capital and Ovega have also adopted the model, indicating the system’s growing appeal.
According to Crystalyn Stuart-Loayza, Chief Digital Officer for both Citizen and Mekanism, Performfluence is a fusion of performance marketing and brand building, providing clients with a flexible and data-driven tool for influencer campaigns. While Mekanism focuses on influencer partnerships that drive top-of-funnel engagement, Citizen Relations handles PR and credentialing strategies, creating a dynamic blend of expertise.
One of the standout features of Performfluence is its ability to leverage data and AI to optimize influencer campaigns in real time. The system analyzes influencer performance from the pre-selection phase, identifying key areas for optimization like search relevance and content focus. It also allows for campaign adjustments based on measurable results, ensuring that clients receive maximum value from their influencer partnerships.
Stuart-Loayza emphasized the importance of balancing creative firepower with data-driven decisions, noting that focusing solely on reach or content quality can limit the overall value of influencer marketing efforts. The digital practice has grown rapidly, expanding to a team of 22 in less than two years due to rising client demand for data-backed outcomes.
As influencer marketing continues to evolve, agencies like Citizen Relations and Mekanism are positioning themselves at the forefront of this trend with tools like Performfluence, aiming to deliver both brand impact and measurable performance.
