InHype, a next-gen digital creators’ agency for Brands, has grown to become an influencer marketing industry leader since it was founded five years ago, collaborating with hundreds of creators, delivering over 17,000 pieces of content and producing multiple award-winning campaigns with clients such as Procter & Gamble, Mondelez and Galderma.
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The agency is a hub for the creation, curation, execution and measuring of content creator campaigns on Instagram, TikTok and Snapchat. Working across Saudi Arabia, the UAE and other GCC countries. InHype has expertise in the FMCG, beauty & retail spaces.
Founded in Dubai by Nour Chaar, who’s career spans the FMCG and beauty sectors, InHype has a dedicated creative ideation team, talent relations team and data and analytics team. The agency offers its clients a fully integrated content creators “influencers” marketing solution and uses global data tools to analyse accounts and first party data to measure campaign results.
The team includes Jad Gosen, Head of Strategy and Planning and Devya Ghosn, Head of Key Accounts and Talent, who together help form an agency family of 20.
InHype has managed to build a best-in-class method allowing the agency to manage multi-million dollar campaigns at scale. It has also pioneered regional industry innovation with projects like social commerce, live shopping led by creators, product collabs and in-store multichannel activations with key retailers.
“While creative and exciting collabs are the fun part of our job, our investments have been focused on innovating full funnel trackability, consumer sentiment, consideration uplift, benchmarking and success criteria, and deep engagement, ensuring our clients maximise and harness the full potential of the creators industry,” says Chaar, InHype’s Founder & CEO.
To qualify to be part of InHype’s database a creator has to meet three criteria: 1) High content quality and profile relevancy, which is assessed by an in-house talent panel; 2) Profile credibility with high regional audience percentage authenticated via multiple global analytics tools; 3) Transparency and compliance, where creators disclose paid partnerships and are compliant in their country of residence.
“In addition to our database qualification criteria, we have created our internal rating metrics for creators based on creativity, responsiveness and actual results, which qualify a content creator to become part of any potential database that we present to a client,” says Ghosn. “It’s not about follower numbers. It’s about whether you’re an expert in your field and whether you’re passionate about what it is that you do.”
InHype is a brand agency and not a talent agency, which is worth noting because of industry confusion. While the role of talent management agencies is to manage and grow content creator profiles, a brand agency like InHype’s core competencies are the planning, building and managing of brands campaigns.
“By guiding our clients on channel best practices, creative campaign ideation, harnessing key consumption periods and tapping into various culturally relevant content in a diverse regional landscape we ensure the brand remains at the core of our work,” says Gosen.
“We specialise in branded snackable content on social,” adds Chaar. “Our competition is InHype yesterday with a mindset of consistent development. This strategy has worked brilliantly for us given our focus on creating value for our clients and maintaining great relationships with content creators.”