KUALA LUMPUR: With a strong presence in Malaysia, Singapore, and Taiwan, Xamble Group Ltd is now eyeing expanding its influencer marketing services to other regions or markets.
The Australian Securities Exchange (ASX)-listed Malaysian company is focusing on expanding across the ASEAN and New Zealand markets to attract more investors into its investor community.
Xamble Group worked with more than 300 brands, including KFC, Unilever, P&G, and Hasbro and has access to over 20,000 influencers that reach over 20 million consumers in Malaysia, Singapore, and Taiwan through influencer marketing arm Nuffnang.
Just recently, Nuffnang added The Body Shop, Taiwan Tourism, Standard Chartered and Mr DIY to its current portfolio.
Xamble Group executive chairman Ganesh Kumar Bangah said more prominent brands are typically subject to more criticism from the public, especially during critical seasons involving important global events.
“We work tirelessly so that our clients and brands care for us even more than usual,” he told The Exchange Asia.
When asked how Xamble strengthens its relationships with existing clients and attracts new brands, Ganesh said that by strengthening relationships, the company attends to the client’s pain points to understand what they want to achieve.
In addition, Xamble Group also hosts beneficial events like Nuffnang’s TMRW/TDY (Tomorrow/Today) to help clients better understand upcoming topics in the digital and influencer marketing industries.
Ganesh said that in attracting new brands, Xamble Group innovates new products to supplement existing offerings, such as the Influencer Scorecard, a dedicated strategy team in place that focuses on bringing more creativity and innovation to campaigns, and the Talent Squad, an in-house talent management team that directly manages social media campaigns for influencers.
“The primary objective of the investment initiative is to fortify and expand the outreach to the small and medium-sized enterprise (SME) segment through the Xamble Creators platform.
“This entails strategic technological investments aimed at augmenting the platform’s functionality facilitates a seamless and direct interaction between influencers and SME brands.
“The integration of an influencer solution tailored for SME brands holds the potential to amplify the scale of our business operations substantially,” said Ganesh.
Xamble Creators is an innovative platform to enhance collaboration between micro and nano influencers and brands.
The platform allows influencers to monetise their content by connecting them with brand campaigns that align with their interests.
The platform, integrated with OpenAI’s ChatGPT, also empowers users with suggested social media posts based on campaign briefs and influencers’ preferred tones.
Xamble also features a virtual robot, Xb, for tutorials and post suggestions.
It is available on iOS, Android, and Huawei AppGallery and operates on SaaS (software-as-a-service) and fintech models.
Targeting Asia’s prominent influencer segment, Xamble Creators focuses on authenticity and frequent audience engagement.
It also includes a verified list of influencers, ensuring brand fit and addressing common concerns.
This innovation aims to diversify revenue streams, enter new markets, and target the SME sector for long-term growth.
Ganesh said Xamble Creators, introduced last year, continues to empower creators and influencers.
“Via the app, we can access even more influencers looking for a way to connect, collaborate, and create content to earn.
“Currently, we have more than 1,000 active influencers on the app, Ganesh noted.
In October last year, Xamble Group signed a subscription agreement to receive an A$400,000 (RM1.2 million) investment from Georg Chmiel, a leading tech entrepreneur and public markets expert.
Chmiel’s investment came in via the subscription of new chess depositary interest (CDI) at 3.5 cents per CDI.
He also received 2 million options at 4.5 cents per CDI, vesting equally over five years, contingent on his directorship at each vesting date.
Chmiel joined the Xamble Group board in November as an independent non-executive director.
“In light of our consistently positive cash flow, as evidenced in prior ASX market announcements, Xamble Group is strategically allocating surplus funds towards future growth initiatives.
“This proactive approach involves significant investments in enhancing our technology platform, primarily focusing on developing new features.
“Notably, we are constructing a self-service influencer platform tailored for SMEs within our targeted markets,” Chmiel said.
Chmiel and Ganesh have reviewed the strategic direction of the business and agreed on the growth path forward.
Xamble Group noted that there will be continued investment in the platform, influencer community, and operations. The board is also assessing additional organic and inorganic mergers and acquisition growth opportunities as they emerge.
Chmiel brings over three decades of expertise in disruptive online businesses, significantly influencing decision-making at Xamble Group.
He excels at reassessing strategies, optimising team dynamics, and securing support for investment decisions through a robust network in the financial investor community.
With a proven track record overseeing 40 successful mergers and acquisitions, Chmiel demonstrates a keen understanding of effective governance and the importance of technology platforms for rapid business scaling.
In summary, his extensive experience and strategic vision have been instrumental in shaping Xamble Group’s direction, fostering innovation, and ensuring sustained success.
