Irvine Partners, a leading creative communications agency with a presence in Africa and Europe, has signed an exclusive licence agreement with Dreaminfluence to become its Africa partner. Dreaminfluence, an all-in-one influencer marketing platform, has successfully executed thousands of campaigns and collaborated with over 20,000 influencers worldwide.
This partnership aims to enhance digital support for content creators within Africa’s burgeoning creator economy, which is valued at approximately USD 3.08 billion. Despite the rapid growth of platforms such as TikTok, African creators often earn significantly less than their global counterparts due to monetisation challenges, infrastructure limitations, and a digital skills gap.
“Monetisation should not be out of reach for African creators,” says Rachel Irvine, CEO of Irvine Partners. “Dreaminfluence provides digital infrastructure and connects creators to brands, enabling them to unlock opportunities while brands gain access to authentic content that resonates with audiences.”
Mads Wedderkopp, CEO of Dreaminfluence, expresses enthusiasm for the partnership: “We have worked with many leading brands in the Nordics and are excited to finally bring our platform to Africa through this exclusive partnership with Irvine Partners. The decision was a no-brainer, given their impressive client roster and international reach.”
Dreaminfluence, established in 2018, redefines influencer marketing by prioritising long-term brand ambassadorships over traditional affiliate links and discount codes. Its features allow brands to discover suitable influencers, manage campaign analytics, handle payments, and secure content usage rights efficiently. Meanwhile, influencers benefit from a streamlined process that enables them to apply for campaigns, manage content approvals, and receive payments within the app.
Major global brands such as Nivea, L’Occitane, and the Estée Lauder Group have leveraged Dreaminfluence’s capabilities for their influencer marketing initiatives.
Mohale Moloi, Content Director at Irvine Partners, highlights the growing significance of influencer marketing, stating, “Studies indicate that over 50% of brands plan to increase their investment in influencer marketing by 2025. Ensuring these campaigns drive results across the marketing funnel requires an in-depth understanding of local market nuances—an area where Irvine Partners excels.”
By combining Irvine Partners’ local expertise with Dreaminfluence’s advanced digital platform, this collaboration promises to elevate influencer campaigns across Africa, offering actionable insights and high return on investment for brands and creators alike.
