The platform aims to bridge the gap between brands and prolific content creators through authentic storytelling and cutting-edge technology.
luma, a UAE-based influencer marketing platform launched operations today. With a comprehensive ecosystem that includes a marketplace and robust marketing services, luma aims to be a catalyst for positive change in the creator economy by promoting impactful narratives such as health and wellness, women's empowerment, and entrepreneurship. The platform empowers purpose-driven creators and brands to create experiences.
Influencers and creators aiming to join luma will undergo a thorough evaluation process focusing on content quality, audience demographics, and follower base. This ensures that all creators on the platform can effectively impact audiences in the Middle East while maintaining the authenticity that luma values. Among the diverse range of creators who have already joined luma are LauraB, Ola ElSharef, Shef Codes, and Yluna.
CEO and Founder Carlos Robles expressed his enthusiasm, “We believe that brands, creators, and everyone involved can approach content and storytelling from a fresh perspective. luma will curate unique experiences that ignite creativity and collaboration. We aim to partner with creators and brands to push boundaries and create extraordinary content. We now have an opportunity to champion creators who promote positive narratives that impact our society.”
luma will provide creators access to numerous campaigns and events from top regional brands, directly matching creators with relevant opportunities.
The platform also features an exclusive agency-focused interface, to efficiently manage influencer collaborations on behalf of clients.
luma offers two core services: the Influencer Marketplace and the Full-Service Creator Marketing Agency:
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Influencer Marketplace: A platform leveraging cutting-edge technology to ensure seamless relationships between brands, agencies, and creators. This user-friendly platform empowers brands and agencies to discover a vast pool of vetted creators, manage campaigns independently, and foster impactful collaborations.
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Full-Service Creator Marketing Agency: A comprehensive solution where luma’s team of experts acts as an extension of their clients, handling everything from campaign ideation and creator selection to performance tracking and reporting, allowing brands to focus on their core strategy while ensuring successful end-to-end campaign execution.
Creators have been a key part of the United Arab Emirates’ digital economy for years. According to a YouGov survey (2023), the Middle East influencer marketing industry reached a staggering $1.3 billion, underscoring the significant shift brands are making from traditional media channels to influencer marketing. This aligns perfectly with the United Arab Emirates' leadership vision of making the country a global hub for digital content.
“luma provides content creators and brands with the tools they need to succeed, helping the region, and the UAE specifically, solidify its position as a leader in influencer marketing,” said Robles.
Following its launch in UAE, the platform will expand its operations to Saudi Arabia by the end of 2024. By 2025, luma plans to operate in the rest of the GCC and Egypt.
