The Australian Influencer Marketing Council (AiMCO) has welcomed two new members to its ranks: Australian furniture company Koala and global travel platform Klook. Both brands have been successful in leveraging influencer and micro-influencer partnerships to reach Gen Z and Millennial shoppers, and their addition to AiMCO signifies a growing interest from brands in best practice influencer marketing.

Koala, launched in 2015, has made a name for itself through strategic collaborations with influencers. A recent partnership saw Miss Double Bay (@missdoublebay) don a suit made from Koala sofa fabric for Australian Fashion Week. The brand has also partnered with 10 Olympic and Paralympic athletes, including gold medallist pole vaulter Nina Kennedy and silver medallist swimmer Elijah Winnington, for an Aussie athlete campaign.

"We’re thrilled to join a group of like-minded creatives and brands to share best practices in the industry and keep on top of the latest trends and updates," said Koala Influencer and Partnership Marketing Manager, Madison McAlpine.

Klook, a global travel and experience platform, works with a community of 500 Aussie and Kiwi content creators spanning travel, lifestyle, parenting, and other niches. The platform recently launched a new approach to influencer marketing through its Kreator program.

"Since launching a new approach to influencer marketing through our Kreator program recently, we're excited to be joining the AiMCO network to ensure we're applying best practices and are empowering our Kreators to create authentic content," said Klook’s Director of Marketing ANZ, Diana Vidovic.

Koala and Klook join AiMCO’s 100-plus strong membership base, which includes new members sandwich giant Subway and talent management agency Mushroom Connect. AiMCO is the foremost Australian industry body for influencer marketing, representing best practice influencer marketing and supporting the nation’s creators and collaborators.

"Koala and Klook are our newest brand members who recognise the value of influencer marketing. We’re thrilled to be attracting businesses of Koala and Klook’s calibre to AiMCO – it represents the growing interest from brands to ensure they’re implementing best practice influencer marketing practices across their business," said AiMCO Managing Director, Patrick Whitnall.