Numu

Numu operates as a pivotal technology provider in the creator economy, specifically within the influencer marketing sector. Initially established in Australia in 2019 by Carlos López, the company has since concentrated its efforts on the Spanish market. In a significant strategic consolidation, Numu acquired the influencer representation agencies Target34 and Bite, rebranding the unified entity as Lua Group to streamline operations and enhance its market position. This move was designed to create a more efficient, integrated solution for a fragmented market, reducing intermediaries and optimizing campaign management.

The company's core offering is a proprietary software platform, developed with an investment exceeding 2 million euros, which serves as an all-in-one tool for managing influencer marketing campaigns. This platform connects brands with social media influencers and public relations agencies, automating the entire campaign workflow from creator discovery to payment processing and content management. The software features a sophisticated search engine with access to over 10 million content creators on Instagram and TikTok, utilizing more than 20 filters to ensure precise matching for brand campaigns. Clients are primarily marketing, advertising, and public relations agencies, which account for approximately 75% of the company's revenue.

Lua Group, powered by Numu's technology, generates revenue by providing a suite of services designed to maximize campaign impact. These services include traditional influence campaigns, product exchange collaborations, celebrity partnerships, and management of user-generated content (UGC). The business model is structured to offer a guaranteed return on investment based on specific campaign objectives like CPM, reach, or clicks, positioning itself as a strategic partner for agencies looking to scale their influencer marketing efforts. The firm has managed over 1,000 active campaigns in the last year and secured agreements with more than 100 agencies in Spain, demonstrating significant traction and market acceptance.

Keywords: influencer marketing, creator economy, software as a service, content creator platform, digital marketing, brand partnerships, UGC, user-generated content, campaign management, marketing automation, celebrity marketing, social media marketing, Lua Group, creator discovery, influencer analytics, product seeding, PR agencies, advertising technology, Instagram marketing, TikTok marketing