Social Soup has announced a new six-month partnership with Ego Pharmaceuticals, with micro and nano creators at the heart of the focus.
The program, running through to June, is designed to complement QV’s existing influencer activity by scaling micro and nano creator participation, building a consistent pipeline of user-generated content across multiple audience segments.
From one-off campaigns to creator infrastructure
Rather than a short-term burst, the partnership is positioned as a long-term influence model, with Social Soup delivering high-volume, highly relevant creator content to strengthen QV’s broader digital content ecosystem.
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The strategy focuses on always-on engagement through everyday creators, reflecting how skincare discovery is increasingly driven by peer recommendations and searchable social platforms.
Cara Norris of Social Soup
Social Soup Head of Growth and Partnerships Cara Norris said the partnership signals a broader shift in how influence is being used by brands.
“Micro and nano creators are now the engine room of modern brand discovery. Our partnership with Ego Pharmaceuticals signals a new era of influence, where all levels of creator are central to how brands show up and scale across social,” she said.
“As Meta’s algorithms continue to prioritise peer-to-peer content, and social platforms become searchable ecosystems, brands need the scale, consistency and authentic storytelling that creators can provide.
“This program is designed to build content infrastructure over time. It’s not your typical one-off campaign but an always-on, longer-term solution building a long-term QV community. We’re so excited to work with Ego Pharmaceuticals on this.”
Creators as performance and conversion drivers
From Ego Pharmaceuticals’ perspective, the partnership reflects a more performance-led approach to influence, where creators are playing a role across the funnel.
Courtney Barlow of Ego Pharmaceuticals
Ego Pharmaceuticals Marketing Communications Manager Courtney Barlow said influence is increasingly being treated as both a creative and commercial lever.
“QV is investing in influence as a performance and creative channel, not just an awareness driver,” she said.
“We’re seeing creators become a powerful lever for both conversion and content. This new partnership with Social Soup allows us to reach consumers through trusted voices at scale, while building volume of real, relatable skincare experiences that support how people research and discover products today.”
The partnership will deliver a steady flow of creator-led reviews, educational content and product trial storytelling, designed to support QV’s continued growth in the sensitive skincare category.