Launchmetrics, Brand Performance Cloud for the Fashion, Luxury & Beauty (FLB) industries, announced the acquisition of PARKLU, China’s influencer analytics platform.
For Launchmetrics, this marks the company’s second acquisition in the past year (following the acquisition of IMAXtree), as well as its second since their $50M fundraising in September 2018.
This acquisition will reinforce the business’s larger strategy to expand their analytics in order to help executives make informed global business decisions that yield stronger consumer relationships worldwide.
PARKLU is a influencer analytics platform in China. Like Launchmetrics, PARKLU is specialized in the FLB industry and covers more than 100,000 influencers — known locally as Key Opinion Leaders (KOLs) — across all of China’s major social media platforms including the likes of WeChat, Douyin (TikTok), Weibo, RED, Bilibili, and others.
The acquisition of PARKLU will give Launchmetrics access to an extensive amount of China- focused analytics that will enhance its Brand Intelligence solution and integrate 100K+ Chinese KOLs into their existing network.
In addition, it will also allow Launchmetrics to operate directly in China — ultimately, introducing international brands to PARKLU’s combined reach of more than 900 million consumers. Given the growing importance of China in the industry’s recovery and influencers being the most powerful Voice in the customer journey (see annex), the acquisition thus represents a significant inroad to the market.
“PARKLU will add a new layer of apps and data to our Brand Performance Cloud,” states Michael Jais, CEO of Launchmetrics.
“In today’s climate, brands are trying to understand how they can be more efficient and deliver better ROI. This acquisition will make us the only player to measure cross-Voice performance by providing the industry with a consistent metric to more effectively understand performance in China and beyond,” continues Michael.
“Given that ROI is critical in the current market, analytics can be more reliable than intuition,” states PARKLU’s Founder and CEO, Kim Leitzes.
“As many executives make data-driven decisions, we will deliver even more value to our clients with a comprehensive offer, fueled by Launchmetrics’ Brand Performance Cloud. We share Launchmetrics’ vision and believe industry-specific solutions will best enable FLB executives to capitalize on opportunities, both on-and offline, all while connecting their strategy, operational efforts, and results in a single, global solution,” continues Kim Leitzes.
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PARKLU and Launchmetrics will collectively provide industry professionals with the right tools and insights to create impactful, share-worthy and measurable campaigns, all over the world. Kim Leitzes will stay on as Managing Director of APAC, and be responsible for integrating the PARKLU offer, in addition to playing a critical role in the expansion of its global business as Launchmetrics expects substantial growth in the region following this acquisition. PARKLU and Launchmetrics’ current operating activities will continue as normal, more details on the offering ahead.