Irvine Partners, a leading creative communications agency with offices across Africa and Europe, has announced an exclusive partnership with Dreaminfluence, a renowned influencer marketing platform. This collaboration aims to revolutionize the African creator economy by providing content creators with enhanced monetization opportunities and streamlined access to global brands.
Dreaminfluence, founded in 2018, has already executed thousands of influencer campaigns and worked with over 20,000 influencers worldwide. With its expansion into Africa, the platform is set to play a pivotal role in supporting content creators in the continent’s rapidly growing US$3.08 billion creator economy. Despite the rise of social media platforms like TikTok, African creators often earn significantly less than their counterparts in other regions, primarily due to infrastructure limitations and a digital skills gap.
Rachel Irvine, CEO of Irvine Partners, emphasized the need for African content creators to receive fair compensation for their work. “Monetization should not be out of reach for African creators. Dreaminfluence provides digital infrastructure and connects creators to brands, enabling them to unlock new opportunities. Brands, in turn, can expand their reach with authentic content that resonates with their audiences.”
Dreaminfluence has built a strong reputation through collaborations with major global brands such as Nivea, L’Occitane, and Estee Lauder Group. The platform simplifies influencer marketing by offering essential features like influencer discovery, campaign analytics, relationship-building tools, campaign management, and bulk influencer payments. These features make it easier for brands to execute high-impact influencer marketing campaigns without unnecessary inefficiencies.
For influencers, Dreaminfluence provides a seamless way to connect with brands. Content creators can apply to join brand teams, participate in campaigns, and manage payments and approvals through a centralized app. This system transforms influencer marketing from simple affiliate links and discount codes into meaningful brand ambassadorships.
Mads Wedderkopp, CEO of Dreaminfluence, expressed his excitement about the expansion into Africa. “We have worked with many leading brands in the Nordics and are thrilled to bring our platform to Africa through this exclusive partnership with Irvine Partners. Given Irvine Partners’ client portfolio and its extensive footprint in Africa and Europe, this collaboration was a natural choice.”
Mohale Moloi, Content Director at Irvine Partners, highlighted the growing investment in influencer marketing. “Studies show that over 50% of brands plan to increase their spending on influencer marketing in 2025. Our partnership with Dreaminfluence allows us to optimize campaigns, leveraging actionable data for high ROI.”
This strategic alliance marks a significant step forward for African content creators, ensuring they receive fair recognition and financial rewards for their contributions to the digital economy.
