Social Soup, Australia and New Zealand’s pioneer of influence since 2007, has launched a new partnership with Ego Pharmaceuticals premier skincare brand QV.
The partnership covers a six-month influence strategy designed to support QV’s existing Influencer strategy with scaled mass user-generated content and strengthen the brand’s digital content ecosystem.
Running until June this year, the partnership will focus on scaled engagement through micro and nano creators, delivering high-volume, highly relevant content across multiple audience segments that support QV’s broader influencer program.
The partnership reflects the growing shift in how brands build visibility and trust online, as platform algorithms evolve and social content increasingly becomes discoverable beyond the feed.
Social Soup Head of Growth and Partnerships, Cara Norris, said: “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.
“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,” she said.
Ego Pharmaceuticals Marketing Communications Manager, Courtney Barlow, said: “QV is investing in influence as a performance and creative channel, not just an awareness driver.
“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 an always-on stream of creator-led reviews, education and product trial content, supporting QV’s continued growth in the sensitive skin category through long-term advocacy.
