New agency Sticki launches with one million Aussie content creators

The influencer marketing agency Sticki, which launches this week, was inspired by the recognition that while content has become a brand's most valuable currency, keeping it fresh and relevant is an ongoing challenge.

Based in Melbourne, foundation clients are 2XU, IMG, Timebirds, and Chief. Co-founders are Tzvi Balbin and Shai Roitman, the duo behind the digital marketing agency DataSauce. Balbin is the former head of digitar Catch, while Roitman spent his formative career at Dentsu as talent director and an Innovation Council member.

They teamed up in 2017 to launch DataSauce, which serves as a sister agency to Sticki. Specialising in performance marketing campaigns across Facebook, Instagram, TikTok, Google Ads and email, DataSauce is a Facebook and Google Premier Partner and was recently awarded Platinum status with the popular email marketing solution Klaviyo. Clients include 2XU, Aquila, Bread, IMG, Hairhouse and Mister Zimi.

What does Sticki offer?

Tapping into its database of 133 million creators and influencers worldwide, Stikki will connect brands to the most suitable content creators to deliver compelling content to drive brand awareness. A million of these creators are in Australia.

It will curate, manage and scale this content through a blend of paid media and influencer marketing. Clients also get access to a live reporting dashboard where they can log in to see how a campaign works in real time, including reach, engagement and impact.

Using stories to tell your brand story is effective because it’s our primal form of communication and engagement, says Balbin. But finding that content is the challenging part.

Balbin says: “We noticed nine times out of 10 that content is the biggest problem brands face. Getting one piece of content is easy, but resourcing a pipeline of original, high-quality content at speed is far from simple. For brands, influencer marketing is a massive time and resourcing commitment; more often than not, achieving scalable outcomes is extremely difficult. Sticki fills the gap by building the content that builds your brand.”

The appeal of user-generated content (UGC)?

The popularity of UGC has exploded in recent years as content generated by customers, fans or employees is seen as more authentic than traditional advertising. Sticki will help brands unlock that opportunity by becoming the bridge between the content creators and brands.

Roitman says the payoff is big for brands that harness its potential. After analysing $1.2 million in ad spend across DataSauce clients, they found user-generated content outperformed everything else and improved ROAS (return on ad spend) by 68 per cent.

“When done correctly, UGC can help you build trust with potential customers, increase brand awareness, and drive more sales,” says Roitman. “It's also a great way to show off your product and give potential customers a closer look at what you have to offer.”

The Sticki database of 133 million means they can match the influencers and content creators best suited to each brand based on factors such as age, engagement rate, past partnerships and lookalike audiences. They are also building an app that content collaborators can download from app stores and use to respond to briefs, ask questions and upload content.

Think of Sticki as providing your brand's very own custom content studio, says Balbin.

“You don't need your own studio, a bank of ambassadors, an editing team, or a full lighting setup to create content that sticks anymore,” he says. “At Sticki, you'll have thousands of cameras and creators at your fingertips without having to trade quality, time or resourcing.”