At a time when brands are seeking efficient, resilient marketing strategies, recent insights presented at CreatorIQ Connect Europe reveal that the EMEA region is emerging as a global leader in Creator marketing maturity.
New data shared by CreatorIQ shows that EMEA markets are now outspending the U.S. across several key sectors – including beauty, fashion, CPG, and automotive – when it comes to creator-led campaigns. In beauty alone, five of the top 10 global brands by Earned Media Value (EMV) are headquartered in EMEA, including L’Oréal Paris, Huda Beauty, Dior, YSL, and Charlotte Tilbury.
What sets EMEA apart is not volume, but a more strategic, quality-first approach. Rather than simply working with more creators, many brands are focusing on higher-impact content and culturally relevant engagement. As a result, EMEA beauty content is driving 2.3x more impressions, 1.7x higher engagement, and 1.4x more EMV than equivalent campaigns in the U.S.
At the event, leaders from brands such as DECIEM, Beiersdorf, ghd, and Huda Beauty joined CEW UK’s Managing Director Sallie Berkerey to discuss how EMEA brands are succeeding by:
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Defining global standards for influencer engagement,
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Empowering local teams to tailor strategies for regional relevance,
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Trusting creators as cultural translators, not just brand amplifiers.
The overall message? A creator-first, culturally aware approach is proving to be not only more impactful- but more sustainable – in today’s complex marketing environment.
Read the full summary and findings here: Why EMEA Is Leading in Creator Marketing Maturity
