Kantar and Doing Things launch Creator Digest - the ultimate guide to building brand equity and performance

29 May 2024
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Leveraging the power of Kantar’s media measurement expertise and Doing Things expertise in creator communities, the Creator Digest provides a source of truth on creator marketing and insights for marketers in driving viral engagement and stronger brand perceptions.

New York, NY, May 29th, 2024 – Kantar, the world’s leading marketing data and analytics business and an indispensable brand partner to the world’s top companies, including 96 of the world’s 100 biggest advertisers, and Doing Things, a portfolio of creator-led brands reaching 100M followers, including Recess Therapy, OverheardLA/NY, Middle Class Fancy, today launched the first co-developed Creator Digest – a global research report that reveals new trends, insights, and best practices for brands collaborating with creators.

Though brands have been working with creators for quite some time, the research shows that marketers are leaving opportunity untapped – especially when it comes to building brand equity through these programs. The Creator Digest findings illustrate how creators' unique ability to create community holds huge potential for shaping brand futures and driving robust performance.

Key findings on the Creator Digest include:

  • Creators drive viral engagement. 92% of captured audiences noting they frequently share creator-led content themselves and 78% saying they like to try products or brands featured in creator-made content
  • Creators create brand equity. In the U.S., creator-led content is a strong differentiator for brands, exceeding U.S. benchmarks in brand distinction by 4.85x
  • Community building is the key to younger generations. Half of adults under 45 feel that finding a community that shares their interests or beliefs is important to them

“The dynamics between consumers and creators are changing, and like all relationships they are maturing – as are the audiences,” said Nicole Jones, Kantar’s Chief Media Commercial Lead. “The tight knit communities creators bring together hold a lot of power for brands to predispose more people and drive equity and love with future audiences. We’re excited to showcase our research with Doing Things, which provides actionable insights into the power of creator led marketing campaigns and digital creative.”

The Creator Digest shows that this community-driven aspect fosters an engaging environment with audiences, enabling brands to authentically hop on trends and contribute to active conversations. By leveraging their social networks, creators build brand communities and a generate a trustworthy space for genuine brand recommendations.

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To learn more about the Creator Digest and to access the learnings, download the deck here.

About Kantar

Kantar is the world’s leading marketing data and analytics business and an indispensable brand partner to the world’s top companies, including 96 of the world’s 100 biggest advertisers.

We have a complete, unique and rounded understanding of people around the world: how they think, feel and act, globally and locally in over 90 markets.

We don’t just help clients understand what’s happened, we tell them why and how they can shape the future.

About Doing Things

Doing Things owns and operates a portfolio of over 35 creator businesses with nearly 100 million followers. Doing Things and its team of creators cultivate meaningful communities and deliver them content, products, and experiences they love. They have built some of the most culturally relevant brands on the internet, including Recess Therapy, Bob Does Sports, Overheard, BreezyGolf, Kookslams, Middle Class Fancy, and Shitheadsteve.

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