Flatmates: The First Italian Influencer Marketing Agency Founded and Managed by Content Creators

Generoso Branca, Mario D'Arco, Vittoria Marino and Riccardo Resciniti

Micro & Macro Marketing, 2024, issue 3, 639-658

Abstract: The case of Flatmates represents a unicum in the Italian influencer marketing landscape. In a context where communication strategies have shifted towards digital, and social media has increased the demand for authentic content, Flatmates builds a bridge between brands and creators, valuing creative freedom and content authenticity, leveraging the knowledge of the well-known YouTuber Marcello Ascani and Gummy Industry. The agency’s key innovation is its creator-centric approach. Unlike the traditional model where brands dictate creativity, Flatmates entrusts talents with creative control. The primary challenge lies in harmonising the brand’s identity with the creator’s authenticity. The agency acts as a mediator, educating brands to respect the influencers’ unique voices and understand their relevance to the audience. This approach enhances audience affinity and the creators’ credibility, ensuring lasting results. Despite the constantly evolving influencer marketing market, Flatmates has shown that an innovative approach based on content creators is the way forward. The agency has set a new standard in the Italian market, and its success continues growing in revenue and industry influence. With ambitious projections for the future, Flatmates could soon become a significant player internationally.

Keywords: Influencer marketing; content creator; agency; digital marketing; creator economy. (search for similar items in EconPapers)
Date: 2024
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