Brand experience agency Kru Live has launched Social KRU, a new offer bringing together brand experience, retail, creator content and social commerce.
The agency developed the concept after seeing the roles of brand ambassadors, retail specialists, creators and salespeople increasingly overlap.
“The idea actually started years ago when one of our clients kept requesting the same brilliant member of our in-store KRU by name,” said Sarah-Jane Benham, CEO of Kru Live Global.
“They knew the product inside out, could sell and happened to have around 100,000 social followers. They were also creating content about their day, the products they were demonstrating and the brand they were representing. It made us realise something: your best creator might already be standing on the shop floor.”
Kru Live subsequently audited its wider talent community and identified a network of nano and micro creators already representing brands in real-world environments. The agency has since tested the model through creator campaigns, talent partnerships and live social selling.
Social KRU brings these capabilities together across four areas. Social KRU Talent provides access to creators from the agency’s existing community, from nano and micro creators to more traditional influencer partnerships.
SellSocially is a digital training and measurement platform designed to help brands’ existing teams and fans create content, build confidence and become brand creators. KRU Studios provides dedicated spaces for producing social-first content, product demonstrations, creator sessions and live commerce, while Live Selling covers activity ranging from TikTok Lives to selling directly from stores.
Clients can use each service individually or combine them in a connected programme spanning physical brand experiences, creator content and social commerce.
The offer is supported by SellSocially, a training, gamification and performance platform developed by CYPHR, the digital experience and product studio within Brand Partnership Group.
Rob Bennett, CEO and co-founder of CYPHR, said the platform enables brands to train, activate and reward their people at scale, while managing content, missions and performance measurement.
Benham added: “Brands are already investing in brilliant people who understand their products, know how to engage customers and have the confidence to represent them face-to-face.
“Social KRU gives them the tools and opportunity to take that influence beyond the shift and beyond the physical footprint, helping drive sales and community long after the doors close.”
Kru Live works with brands including Google, LEGO, Netflix, TikTok and UEFA.