Fashion
Leading global ecommerce and marketplace accelerator Pattern, today announced the launch of ‘Pattern Creators’ to help Australian brands reach new audiences, build brand equity and create engaging user-generated style content through ambassador-led marketing. Pattern Creators, is fuelled by its own proprietary software ‘Current’. The platform centralises all aspects of creator marketing, enabling brands to truly scale their ambassador programs, from recruitment and product seeding to content approvals, campaign management and revenue tracking.
In 2024, social media is a crucial source of product information for consumers, with around a third (36%) of Australians using their social networks to find information about brands and products.
“Today’s consumers have a highly tuned radar for inauthenticity. They seek genuine and credible voices. Influencers bring a level of relatability and trust that is unparalleled, making them a critical component in any modern marketing strategy. Pattern Creators helps to bridge the gap between consumer trust and brand engagement and by leveraging authentic ambassador connections, brands can grow awareness and their customer base,” said Merline McGregor, General Manager of Pattern Australia.
An increasing number of brands are partnering with micro-influencers to promote products, as 67% of Australian brands looked to increase their influencer budgets from the start of 2023. This surge in investment reflects the fact that 61% of Australian brands planned to repeat partnerships with influencers, highlighting the need for brands to build their own team of creators, rather than repeatedly sourcing new individuals who don’t have an ongoing affiliation with the brand.
“In a world where social media platforms like TikTok and Instagram thrive on authentic user-generated content, over highly polished branded content, Pattern Creators enables brands to seamlessly engage with existing and potential customers on a deeper level. It does this by generating robust AI-driven ambassador prospect lists with a few simple prompts, allowing brands to identify influencers who can genuinely and effectively tell a brand’s story,” commented McGregor.
Pattern Creators enables brands to centralise their influencer management across central functions including recruitment, product seeding, contracting, reporting, content approvals and communications. This allows brands to truly scale their ambassador programs, reducing the time and effort typically required to source and manage bespoke influencer talent and content production.
Measuring the true impact of ambassador marketing can be challenging, but Pattern Creators has transformed this process. It allows brands to develop their own direct relationship with ambassadors to negotiate diverse commission models, utilise promo codes, and monitor affiliate links, providing clear insights into how an influencer’s endorsement translates into product sales.
“Traditional influencer management platforms typically rely on a pool of existing ambassadors shared amongst all brands. What sets Pattern Creators apart is that we recruit unique creators specifically for each brand we work with,” explained McGregor. “We also ensure that the brand themselves directly own the relationship with these ambassadors. This approach results in unique and authentic partnerships resulting in quality content production, reflecting the individual needs and identity of each brand.”
“Brand leaders understand that scaling a community of creators is incredibly challenging. Our platform supports brands to navigate these complexities much more effectively. By developing strong ambassador programs, this solution sets brands up for success in the next frontier of social media marketing,” McGregor concluded.
For more information about Pattern Creators and how it can elevate your brand, reach out at au@pattern.com.
About Pattern Inc
Pattern is the category leader in global ecommerce and marketplace acceleration. Since 2013, Pattern has profitably grown to more than 1,400 employees operating from 24 global locations – including Melbourne, Sydney and the Gold Coast – to help leading brands achieve accelerated growth on D2C websites and global ecommerce marketplaces. As well as being one of the largest Amazon sellers in the world, we are also present on Tmall, JD.com, eBay and other ecommerce marketplaces. We act as the authorised Amazon seller to more than 200 brands globally, buying their stock to sell on the marketplace and taking care of every aspect of their Amazon presence. For more information, visit https://au.pattern.com/
Media Contact
Corinne Nolte
Mulberry Marketing Communications
cnolte@mulberrymc.com
