• by Fern Siegel , 7 hours ago

Creative agency Born Social has combined its curated creator communities with Croud’s network to create a new operating model.

The newly launched Born Creator Community (BCC) is a global creator platform. It allows brands to scale authentic, social-first content with real people, rather than AI-generated creative.

The new entity streamlines creator onboarding, selection, briefing, feedback and content delivery. Then brands can use content across social, CRM, sites and paid media. 

Born Social keeps creative oversight, recruiting specific creators for specific content. It allows brands to produce work targeted to a particular locality, which sustains creative strategy across markets.

The platform supports a broad range of formats — from events to street interviews to hosted entertainment. Clients who utilized the platform include Stanley, Premier Inn, Guinness, Smirnoff and Thermacell.

BCC reports that in three months, it delivered more than 869,000 organic impressions and 23,000 new followers for Stanley across five European markets. For Premier Inn, it generated 500,000+ organic reach, a 2.5% engagement rate and 40 pieces of content across five U.K. locations in the same period.

Callum McCahon, chief strategy officer at Croud/Born Social, said: “Generative AI is changing the economics of content production, creating a new challenge for brands — how to stay human, distinctive and culturally relevant at scale. The Born Creator Community was built to solve that tension. We believe the brands that win will be those that find ways to scale human creativity rather than replace it.”

Croud acquired Born Social in November 2022.