Influence Marketing: GOAT Lands in France to Put Creators at the Heart of Performance!

Tired of uninspired influencer campaigns? The Goat Agency, known for putting creators at the center of performance, has officially launched in France to transform the way brands approach influencer marketing. Learn how GroupM is redefining the field by blending creativity with data, as explained by Aurélien Bianchi, Market Lead at Goat.

WPP Media: Aurélien, GOAT is launching in France. What does this mean for brands?

Aurélien Bianchi: Goat is an award-winning international agency that’s social-first and powered by influencers. Our unique approach combines the authentic creativity of influencers with media efficiency, driven by our proprietary technology, IBEX™, which uses real data from influencer-led commercial collaborations.

At GroupM France, we’ve been integrating influencer marketing into our clients’ strategies for over a decade. With The Goat Agency’s expansion into France, we’re stepping up at a time when advertisers are seeking more strategic, measurable, and business-focused influencer campaigns. This expansion allows GroupM to manage influencer marketing with the same precision as other channels—treating it as a performance-driven, measurable medium that’s deeply rooted in culture. It’s a way for brands to connect with the most relevant communities and tap into the passions that bring audiences together.

WPP Media: GOAT positions itself at the intersection of art and science. How does that work in practice?

Aurélien Bianchi: The “art” is in the creativity of the talent and the authenticity of their content. The “science” comes from our proprietary technology, which identifies the most relevant creators based on brand objectives and key performance indicators (KPIs). This blend of creativity and data enables us to design high-impact influencer campaigns tailored to every stage of the consumer journey.

WPP Media: Do you have results to support this approach?

Aurélien Bianchi: Absolutely! We’ve seen significant improvements in media performance, including lower costs per view and CPMs. For example, influencer-created content for Church & Dwight achieved a CPM that was 50% lower than traditional branded content. Overall, influencer-driven content consistently delivers higher engagement rates compared to standard content. These results highlight GOAT’s ability to optimize social media campaigns for both relevance and performance.

WPP Media: What performance metrics do you track to measure the success of GOAT campaigns?

Aurélien Bianchi: We closely monitor standard platform metrics like CPM (cost per thousand impressions), CPI (cost per interaction), CPV (cost per view), engagement rates, reach, and impressions. However, our real value lies in going beyond these numbers. By collaborating closely with Choreograph’s teams, we integrate post-campaign studies to measure the true impact of our efforts and continuously refine our strategies.

With GOAT, GroupM offers brands a fresh approach to influencer marketing—one that combines creativity, data, and performance. Ready to see how GOAT can transform your campaigns? Contact us to learn more!