One of Pakistan's advertising industry's oldest and largest trade association, Pakistan Advertisers Society (PAS), on March 2, signed a strategic agreement with Walee Technologies.

The company is said to be Pakistan’s leading influencer marketing and social commerce platform with more than 100,000 influencers and 5,000 merchants across nearly 300 cities which has serviced leading global and national brands.

The MoU will allow the company to be the launch partner for an industry-standard Influencer Insights Report™ (WIIR) to provide timely data-rich analytics for brands and agencies to transparently evaluate, select, manage and audit the performance of influencers in campaigns, and as ambassadors.

PAS’ service provides research-based support to local Pakistani advertisers, offering workshops, conferences, and research briefings. The combination of Pakistan’s 110 million users with internet access (pta.org) and the increase of social and digital spend at more than Rs19 billion in 2022 in Pakistan (Statista), the creator economy is expected to double this year.

“We at PAS aim to showcase the best solutions that Pakistan has to offer,” said Qamar Abbas, the executive director of PAS and a 22-year industry veteran. “We believe that Walee’s analytics is a game changer as it brings transparency in the influencer selection and management process, as well as guide creatives in producing more impactful content, thereby helping advertisers achieve better ROI.”

With the recent acquisition of UAE-based Mirrorr.com, which provides advanced content analytics capabilities, Walee’s social listening tool has been further enhanced. The technology can now scan the content of a creator and offer insights on the various visual or audio variables that will drive traction.

“Walee’s influencer insights contains multiple dimensions of an influencer’s performance unavailable elsewhere in a single report format,” said Ahsan Tahir, co-founder and CEO of Walee Technologies. “We extend coverage of traditional influencer and audience demographic, reach and engagement metrics, to analyse content elements from posts - from imagery, video and language, whether English, Urdu and Roman Urdu. For instance, the analysis may reveal when a creator gets better audience reach on videos based on when they are shot, whether daytime or evening, or even suggest the choice of location, clothing, or accessories that could improve audience engagement.”

The WIIR also introduces Walee’s IQS, or Influencer Quality Score, which has been calculated after analysing more than two million data points; IQS can help advertisers make comparisons to determine the right influencer to meet their objectives.

This feature has been in beta testing with leading global brands in Pakistan to shortlist potential brand ambassadors for national campaigns and provide a quick check for potential conflicts where an influencer has worked for competitors.

The holistic engagement rates have also been invaluable for forecasting expected performance of campaigns covering influencers working across the major industry categories, including music, technology, beauty, and lifestyle and features leading names such as Aiman Munib, Mawra Hocane, Ghana Ali, Hassan Abid and Imran Abbas.

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