mmi Analytics, a specialist provider of beauty industry insights, has acquired Achoo, an influencer marketing platform.
Achoo is used by PR and advertising agencies such as Havas as well as brands Breitling and Audi.
London-based mmi, which recently raised £4.5 million from investors to fund expansion, will integrate Achoo’s technology with its influencer marketing and media services, enabling beauty companies globally to optimise their digital activities and build targeted brand strategies across print, online, social and influencer media channels.
Achoo, which is headquartered in Copenhagen and has a software development facility in Vietnam, will continue to work with clients outside the beauty industry as a subsidiary of mmi’s parent company WISE Analytics Group.
Achoo’s influencer marketing platform will be enhanced with mmi’s beauty data benchmarking and e-commerce capabilities, as well as data from additional social and influencer platforms across Asia Pacific. mmi will also develop social commerce tools to enable brands to attribute digital sales to specific channels, influencers and activities.
Christian Eckley, CEO of mmi Analytics, said: “I am delighted to welcome Achoo to the mmi family. Influencer marketing is generating fantastic returns for consumer brands globally, and acquiring Achoo means we can further optimise clients’ digital strategies with world-class influencer insights and develop new social commerce capabilities.”
Ulla Falk, CEO of Achoo, said: “This acquisition is great news for everyone involved. It provides mmi with superior influencer marketing capabilities, and allows Achoo to enhance its platform and continue its growth journey as part of a strong business with global reach and influence.”