Keepers and Kolsquare present Creative Influence, the study revealing the keys to success in influencer marketing

The influencer marketing agency Keepers, in collaboration with data platform Kolsquare, has presented the study Creative Influence, an in-depth analysis of the factors that determine success in influencer marketing strategies.

During the event, Susana Doncel, General Manager at Keepers, and Ana Moyano, Marketing Manager at Kolsquare, shared the report’s most relevant insights. The study is the result of a joint effort in which Kolsquare led data collection and Keepers was responsible for analysis and interpretation.

According to this research, the most effective influencer marketing campaigns are those that combine creativity, authenticity and a disruptive approach. “The most successful campaigns are not only those that reach millions of people, but those that do so with a creative idea capable of connecting with the audience,” said Susana Doncel during the presentation.

Campaigns such as Beefeater’s Black Mission, featuring Carliyo (@carliyoelnervio) and Cristian Ventura (@venturasscristian), illustrate this point clearly. The activation achieved more than three million views and an engagement rate of 9.6%, showing how an original and bold idea, built around two complementary profiles, can capture audience attention.

Similarly, Lolalolita’s parachute jump with Milanuncios stands out as another example of a successful creative influencer campaign. The inherent element of risk generated strong curiosity and anticipation, resulting in high levels of virality across social media and, in particular, on the influencer’s own profile, which gained more than 300,000 new followers..

During the presentation, particular emphasis was also placed on the importance of measuring the real impact of campaigns in order to achieve concrete results. Brands were encouraged to look beyond surface metrics and analyse indicators such as click-through rate, viewing time and return on investment (ROI), alongside qualitative factors such as the impact of the campaign on the brand or the influencer.

In this context, Ana Moyano commented that: “Today more than ever, measuring the real impact of campaigns allows us to enhance what works and learn from what doesn’t”. .

Campaigns such as Carrefour’s Ibai Advent Calendar were cited as examples of this approach in action. The activation reached 44.8 million potential customers, demonstrating the power of certain profiles to connect with large audiences at scale.

Following the presentation of the study, a round-table discussion moderated by Ana Moyano took place, with contributions from content creator Luc Loren, Ricardo Zafra, Head of Marketing Acceleration at Pernod Ricard, and Íñigo Vallejo, PR & Content Manager at Milanuncios.

The discussion focused on how brands can connect more authentically with their audiences, the role of content innovation, and the balance between data and creativity in today’s influencer marketing landscape.

Luc Loren shared his perspective as a creator, highlighting the importance of creative freedom in campaigns: “When there is a blank canvas where the influencer’s creativity can flow and the brand allows itself to be guided by the creator, things work well.”

Sergio Barreda also underlined this point, adding: “Earning trust depends largely on your ability to creatively develop what the client brings to the table.”

Squads and microinfluencers, the big players

According to the study, having a broad and diverse network of creators is often crucial, not only for reaching millions of users, but also for engaging specific audiences through profiles aligned with different segments.

Micro-influencers, in particular, are proving highly effective in terms of engagement and return for brands.

Finetwork, for example, adopted a strategy involving more than 100 creators of varying sizes and audiences, including former footballer Joaquín Sánchez. The campaign surpassed record figures, achieving more than 33.4 million impressions.

These results show how micro-influencers can reach mass audiences in a more personal and relatable way, provided strategies are well executed and creators are given genuine creative freedom.