A partnership linking Walmart Connect, Meta, and Omnicom Media was announced at the Consumer Electronics Show (CES). This collaboration integrates Walmart Connect’s first-party purchase data with Meta’s vast network of influencers via Omnicom’s platform.
The initiative aims to make influencer marketing more scientific. It allows brands to select creator partners based on their proven ability to drive sales for a specific product or category.
Omnicom’s influencer agency, Creo, executes this strategy. Creo helps brands identify effective influencers by matching Walmart’s customer insights with creator audiences on platforms like Instagram.
This data-driven approach moves beyond vanity metrics, such as follower counts. Instead, the focus is on tangible business results, providing a precise way to measure the return on influencer marketing investments.