As the lines between content, commerce, and culture continue to blur, Social Media Week 2025 (SMW) landed at a time when brands are rethinking the role of influence. For Inmar Media, it was an opportunity to unleash a vision for the future of commerce. From our data-fueled main stage session to the crowd-favorite Puppy Lounge, our goal was simple: demonstrate how creator marketing, when powered by precision, can drive measurable business impact.
OUR PURPOSE: DATA BELONGS IN EVERY CREATOR CONVERSATION
Rather than chasing reach or riding the next viral wave, we came to SMW with a conviction: data belongs in every creator conversation.
As platforms shift and consumer attention becomes harder to earn, brands need more than charisma and content. They need relevance, accountability, and measurable results.
With puppies in laps, our main stage session, Commerce Unleashed: Powered by Creators, Fueled by Data, unpacked exactly that.
Moderated by Ryan Joe, Editor in Chief at Adweek, the discussion brought together Francesca Albo, Founder & CEO at PuppySphere, Leah Logan, VP, Retail Media Transformation at Inmar Intelligence, and Sarah Vates, VP, Talent at United Entertainment Group to walk through a five-part approach to creator commerce:
- Plan with precision
- Select with science
- Activate at speed and scale
- Optimize through real-time performance signals
- Measure impact beyond vanity metrics
The panel showed how data and creativity can actually elevate each other. With the right insights, creator campaigns can be both attention-grabbing and results-driven.
OUR PRESENCE: STRATEGIC, INTERACTIVE AND OH SO CUDDLY
While the session sparked ideas, our activation made them tangible.
The Commerce Unleashed Puppy Lounge, created in partnership with PuppySphere, offered a calm, inviting space where attendees could pause, connect, and (yes) cuddle. It was part wellness activation, part interactive hub, designed to showcase how emotional engagement can also be intentional and strategic.
Digital QR codes linked to our latest content on creator tools and campaign planning, and branded pet swag like “Meme Material” tennis balls and “Influencer in Training” bandanas kept the energy high.
The Puppy Lounge also served as the set for a lighthearted video series where marketers talked strategy while being hilariously interrupted by puppies. (Stay tuned: you’ll want to see the outtakes.)
OUR IMPACT: TURNING CONNECTION INTO CONVERSION
Across dozens of conversations and curated meetings, a clear theme emerged: brands are looking for more than influencer buzz. They need performance they can measure.
That’s exactly where Inmar’s social creator tools shine. Solutions like Fitscore™ and PrescriptiveIQ help teams move from guesswork to growth, with smarter talent selection, better optimization signals, and clearer measurement.
That’s not just a theory. Our work with Mondelez showed what happens when creator selection is rooted in real commerce data: a 12.59x ROAS and a 27% lift in new buyers. Read the full case study to see the approach behind the outcome.
LET’S KEEP BUILDING WHAT’S NEXT
As the dust settles from SMW 2025, one thing is clear: the future of creator marketing is about showing up with purpose, personalization, and proof.
Whether you're looking to streamline activation, improve creator fit, or finally connect influencer content to sales, we’re ready to help you make that shift.
Get started by emailing us at solutions@inmar.com.