Viacom, the parent company of MTV and Comedy Central, has acquired influencer marketing firm, Whosay, in an effort to strengthen its ability to sell social-media campaigns to advertisers and brands. Terms of the deal were not disclosed.
Founded eight years ago, Whosay originally focused on providing celebrities with an easier way to upload photos to social media services, while retaining the rights to their images. Tom Hanks was one of the first stars to join the platform followed by Jim Carrey and Eva Longoria.
Today, the company helps brands tap into the audiences of influencers and claims to have worked on over 400 campaigns that have generated over 5 billion impressions and 800 million video views.
With the acquisition, Viacom, which has been working closely with the firm over the past two years, says it can more deeply integrate its social expertise across the sales and marketing organization and expand the work of the Viacom Velocity branded-content group.
WhoSay will continue to operate out of its offices in New York and Los Angeles while working in collaboration with Viacom’s marketing and partner solutions group, Viacom Velocity.
“This partnership will add to our linear, digital and mobile arsenal by bringing us further into the world of social media and shopper marketing,” explained Sean Moran, Viacom’s head of marketing and partner solutions. “Together, we will offer brand partners unparalleled creative solutions that maximize the power of storytelling, influencer reach, omnichannel distribution and advanced advertisingtools to create quality campaigns that drive results.”