Citizen Relations and Mekanism, two agencies within the Plus Company network, are introducing Performfluence, a new influencer marketing solution combining brand building and performance marketing. 

According to Digiday reporting, the system, tested since last year, is designed to offer clients a method for assessing the value of their influencer marketing investments.

Performfluence integrates data, AI optimization, creative, media buying, and measurement capabilities. It focuses on key features, including search, campaign performance adjustments, long-term and short-term content generation, and measurable results.

Crystalyn Stuart-Loayza, Chief Digital Officer for Citizen and Mekanism, described Performfluence as a system blending several platforms while leveraging team expertise for tasks such as social media listening. 

The solution can collect data on creators before the brief stage and creator selection, including optimization for search using key terms and identifying content types based on target topics.

Digiday reports that four clients currently use Performfluence to drive new member acquisitions or direct sales to brick-and-mortar outlets. Additional clients, including Coast Capital and Ovega, also employ the system.

According to Chris Jack, growth strategy director at influencer agency HireInfluence, the launch of Performfluence reflects a growing trend in influencer marketing to demonstrate mid- and lower-funnel impact through organic and paid influencer content.

While Mekanism will provide a white-glove model for influencer partnerships primarily impacting top-of-funnel activity, Citizen Relations will handle more of the PR aspect of influencer partnerships and other credential strategies.

The digital innovation practice team behind Performfluence has grown to 22 people in under two years, responding to increasing client demands for data-driven digital outcomes. Stuart-Loayza suggests that the agencies may reduce the need to hire people for their influencer programs with this digital practice over time.