Influencer mapping in the pet food market in Asia

Our client, a pet food brand, was preparing its activations in Asia and wanted to identify the right influence relays. Hymeria delivered a mapping of more than 180 qualified influencers, by country, platform and topic, scoped and validated by a marketing expert, with our dedicated AI agents handling identification and qualification.

Context

Pet food is growing fast in Asia, with very active communities on platforms that differ from one country to the next. Pet influencers, veterinarians, lifestyle creators: audiences and codes are distinct.

Our client needed a qualified base to target its partnerships, without spending weeks sorting profiles.

Questions and scope addressed

• PerimeterWho are the relevant influencers, country by country and platform by platform?
• AudiencesWhich size, which engagement, which audience profile for each?
• Topics and toneWhat do they talk about, and how?
• Affinity and feasibilityWhich fit with the brand, and which past collaborations?

Approach and methodology

1. Step 1

   Scoping

   Scoping session: countries and platforms to cover, qualification criteria, audience thresholds and database format.

2. Step 2

   AI-augmented collection

   Our AI agents identified and qualified the profiles: audience, engagement, topics, collaborations, on a single grid.

3. Step 3

   Expert analysis and validation

   Our expert checked relevance, set aside risky profiles and prioritized influencers by affinity with the brand.

4. Step 4

   Delivery

   Working session with the marketing team: presentation of the mapping, the shortlist and the activation recommendations.

Deliverables

• Executive Briefing (1 page). The reading of the influence landscape and the activation recommendations.
• Database of 180+ Qualified Influencers. Country, platform, audience, engagement, topics, collaborations.
• Country and Platform Map. Where the communities that matter are.
• Prioritized Shortlist. The profiles to activate first, and why.
• Recommendations and Next Steps. Final roadmap, based on the key success factors identified.
• Partner-Led Working Session. Validation of the recommendations and the action plan.

Client benefits

• A qualified, ready-to-use databasefor marketing teams and agencies.
• An argued prioritizationbased on affinity and feasibility, beyond audience size alone.
• Weeks of sorting savedin favor of negotiation and activation.