Koala is one of Australia’s most successful retail start-ups, launching in 2015 with its unique box mattresses. Since then, the furniture company has successfully partnered with a range of influencers and micro-influencers to reach Gen Z and Millennial shoppers.
The company has used influencer partnerships to reach new audiences, including a recent collaboration with Miss Double Bay (@missdoublebay) for Australian Fashion Week, where the influencer wore a suit made from Koala sofa fabric. Koala also worked with 10 Olympic and Paralympic athletes, including gold medalist pole vaulter Nina Kennedy and silver medalist swimmer Elijah Winnington, for an Australian athlete campaign. The athletes slept on the Koala Plus mattress and reported improvements in their sleep and recovery.
Klook, a leading global travel and experience platform, has also partnered with influencers to promote its offerings. Locally, the company works with a community of 500 Australian and New Zealand content creators across travel, lifestyle, parenting and other niches. Creators share unique discount codes along with their content so the company can track conversion success and creators can monetize their content.
Madison McAlpine, Influencer and Partnership Marketing Manager at Koala, said: “We are excited to join a group of like-minded creatives and brands to share best practices in the industry and stay up to date with the latest trends and updates.”
Diana Vidovic, Head of Marketing ANZ at Klook, said: “Since we recently introduced a new approach to influencer marketing with our Creator Program, we are excited to join the AiMCO network to ensure we apply best practices and empower our creators to create authentic content.”
Patrick Whitnall, Managing Director of AiMCO, said: “Koala and Klook are our latest brand members who recognise the value of influencer marketing. We are delighted to have companies of the calibre of Koala and Klook join AiMCO – it represents the growing Interest from brands to ensure they implement the best influencer marketing practices across their business.
“Both Koala and Klook have worked closely with creators to reach new audiences and develop engaging, dynamic content that promotes their products. They understand the power of the influencer sector on both brand perception and sales. They also recognize their responsibility as key brands in their respective industries to lead in the influencer space. Partnering with AiMCO helps ensure they create a supportive, market-leading influencer ecosystem.”
Koala and Klook join AiMCO’s 100+ strong membership base, which also includes sandwich giant Subway and talent agency Mushroom Connect as new members.
AiMCO is Australia’s leading industry association for influencer marketing. Its mission is to represent best practice in influencer marketing and support the country’s creators and collaborators.
