Beauty analytics firm MMI Analytics has acquired Achoo, an influencer marketing platform used by PR and advertising agencies.
WHO: Originally founded in Denmark by two Scandinavian entrepreneurs, Achoo now operates globally with the aim of helping advertisers run better influencer campaigns and execute optimal marketing strategies. The digital platform is a collaboration tool to track social media activity, scope unknown markets, and find influencers. By working with turnkey analytics and reporting features based on real-time influencer data, advertisers can get a transparent overview into the vastly unstructured market of influencer marketing.
MMI Analytics is the global standard in beauty analytics. It monitors media, marketing, and e-commerce data across the world's largest beauty markets, enabling clients to measure influencer and online retail relationships and optimize sales activities online. Headquartered in London, MMI works with 40 major beauty companies and over 200 brands worldwide. Clients include Coty, Huda Beauty, L'Oréal, Revlon, Groupe L'Occitane, Unilever, and Shiseido.
WHY: The company plans to integrate Achoo's technology to broaden its influencer marketing and media services, developing social commerce tools to enable brands to attribute digital sales to specific channels, influencers, and activities. Achoo will continue to work with clients outside of the beauty industry as a subsidiary of Wise Analytics Group, MMI's parent company.
IN THEIR OWN WORDS: Christian Eckley, CEO of MMI Analytics, said, "I am delighted to welcome Achoo to the MMI family. Influencer marketing is generating fantastic returns for consumer brands globally and acquiring Achoo means we can further optimize clients' digital strategies with world-class influencer insights and develop new social commerce capabilities."
Ulla Falk, CEO of Achoo, said, "This acquisition is great news for everyone involved. It provides MMI with superior influencer marketing capabilities and allows Achoo to enhance its platform and continue its growth journey as part of a strong business with global reach and influence."
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