Keepers at the 8th Social Media & Influencers Forum: creative influence as a driver of real connection

On 23 September, we took part in the 8th Social Media & Influencers Forum organised by Periódico PublicidAD at Callao City Lights Cinemas. The event brought together leading professionals from across the industry to reflect on the present and future of influencer marketing.

Representing Keepers were our CEO, Sergio Barreda, and our General Manager, Susana Doncel. Their presentation focused on sharing a selection of success stories from the Creative Influence report developed in collaboration with Kolsquare.

The study analyses a range of campaigns that demonstrate how creative influence has become a key driver in designing strategies that not only achieve visibility, but also forge emotional connections with audiences.

During the session, several of these cases were presented, illustrating how success is achieved when brands move beyond treating influencers as simple amplifiers and instead integrate them as genuine co-creators of the narrative.

Sergio highlighted how this approach enables the creation of campaigns that captivate and leave a lasting impression on the collective memory. Susana, meanwhile, stressed the importance of building collaborations rooted in authenticity, aligning brands with creators’ values and with the conversations already taking place in society.

Both agreed that influencers can no longer be understood solely as a channel, but rather as strategic partners capable of contributing creativity, purpose and real connection.

At Keepers, this perspective shapes our day-to-day work. We collaborate closely with creators and brands to design strategies that don’t just communicate, but genuinely inspire and connect with people.

You can watch the full session again here: