Social Soup signs Lifeblood, H2coco and Amazon brands

Social Soup has secured creator marketing work with Amazon Blink and Ring, the Australian Red Cross Lifeblood, and H2coco, developing programs spanning smart home technology, blood donor recruitment, and grocery product trials.

The agency will build tailored strategies across creator communities, product gifting and campaigns designed to change behaviour, with different objectives for each client.

The wins extend Social Soup’s work across technology, not-for-profit and fast-moving consumer goods as brands give creators a broader role in their marketing plans.

From campaign bookings to ongoing partnerships

Social Soup founder and chief executive officer Sharyn Smith said the appointments reflected brands increasingly incorporating creator strategies into their planning.

“This year really is the year creator marketing broke through. We’re so proud to work with household names like these and showcase our 19-year expertise in community-driven influence,” she said.

Smith said the agency’s approach centres on ongoing relationships with creators across different audience sizes, supported by product gifting and its technology.

“Brands getting the most out of their increased spend are those that are treating creators as a standing community, rather than something they switch on and off. This work is a factor of our approach with always-on creator partnerships where we build multi-tiered programs around large communities of creators, of all levels, backed by product gifting and our technology stack.”

A broader role for creator content

For Social Soup, the commercial opportunity extends beyond creators’ own channels to content used in paid advertising and AI-driven recommendations.

“This style of work allows us to optimise programs, content and creators as a dynamic ecosystem. Creator recommendations turn content into commerce, and the variety of authentic content created really powers effective paid strategies.

“We’re also building earned media for generative engine optimisation strategies, further building AI recommendations for brands. No longer do creators just sit in one bucket in an organisation, but instead they become powerful growth drivers across the entire business,” Smith said.

The appointments follow Social Soup’s July launch of House of Winefluence, an ongoing wine creator academy developed for Treasury Wine Estates.