No Longer Just About Followers, Influencer Effectiveness Now Measured by Business Impact
Influencer marketing strategies are undergoing a continuous shift in response to changing consumer behaviour in the digital era. While previous campaigns focused heavily on creating awareness and virality, an increasing number of brands are now demanding results that can be directly measured against business growth.
This change is occurring amidst the growing complexity of the consumer journey across various digital platforms. Consequently, companies no longer require just creative campaigns, but also marketing approaches capable of integrating media, data, influencers, and performance measurement into a single strategy. This trend served as the backdrop for the merger between MediaScience and Eden, announced on Tuesday (2/6). Through this move, both companies aim to combine capabilities in digital media buying, media planning, and performance marketing with expertise in influencer marketing, campaign strategy, and digital communication based on culture and community.
In its official statement, the company noted that the demand for more integrated marketing solutions continues to rise. As digital platforms evolve, brands can no longer rely solely on campaigns that capture public attention; they are also required to produce a measurable business impact.
Marcia Julia, Chief Executive Officer of PT Eden Kreasi Indonesia, stated that changing consumer behaviour requires brands to keep pace with rapidly moving digital culture and conversations. “Today’s consumers move very quickly, following ever-changing digital cultures and conversations. Therefore, brands need an approach that is not only creative but also culturally relevant and business-measurable,” she said.
According to Marcia, merging the strengths of creativity, influencers, media, and performance marketing is becoming increasingly vital to ensure campaigns do not stop at merely creating awareness. “By combining the power of creativity, influencers, media, and performance within one ecosystem, we want to assist brands while simultaneously driving sustainable business growth,” she added.
Changing market needs are also driving the development of a more data-driven approach to influencer marketing. Whereas influencer selection was previously determined by popularity or follower counts, campaign effectiveness is now increasingly measured by audience relevance, engagement levels, and contribution to business objectives.
One of the differentiators developed by Eden is an influencer marketing model that provides direct access to Key Opinion Leaders (KOLs) without intermediaries. This approach is considered capable of increasing efficiency and helping brands reach the right audiences through various categories of creators, ranging from celebrity influencers to micro, nano, and community-based creators.
This capability is strengthened by Influencer IQ, a KOL database system used to map influencers based on relevance, performance, and impact on campaign goals. This data-driven approach allows the creator selection process to be more precise and measurable.
Founded in 2020, Eden has grown into an agency managing over 30 active brands across various sectors, including telecommunications, e-commerce, nutrition, personal care, home appliances, automotive, and FMCG. The company is supported by over 30 personnel with a combined 36 years of experience in the marketing and communications industry. Throughout her career, Marcia has managed various viral and award-winning campaigns for diverse brands, including international-scale projects such as the Asian Games.
Post-merger, Eden will operate as a digital creative performance agency under the WOW Group, focusing on helping brands deliver campaigns that integrate creativity, culture, media, and business performance more effectively.