Social Soup has officially been named B&T’s Creator Agency of the Year 2025, marking a major milestone for our Australian creator and influencer marketing agency. After 18 years shaping the creator marketing landscape across Australia and New Zealand, this award recognises the depth of expertise, innovation and impact that Social Soup brings to brands wanting to grow through creators, community and real influence.
A Major Win for Australia’s Leading Creator & Influencer Marketing Agency
This award doesn’t just celebrate a great year – it acknowledges nearly two decades of leadership in creator marketing, influencer campaigns, UGC production, and product sampling. While the industry has evolved rapidly, Social Soup has remained focused on what matters: building trust, driving action and delivering measurable brand results.
As search and discovery behaviours shift, especially through Google, AI Overviews, and GEO (Generative Engine Optimisation) – credibility, consistency and high-quality creator content matter more than ever. This award cements Social Soup as an authoritative leader brands can trust.
What Set Social Soup Apart in 2025
B&T recognised the pillars that make Social Soup one of Australia’s most effective creator agencies:
- 18 years of influence leadership in Australia and New Zealand
- A unique blend of data, human insight and community intelligence
- A shift from traditional influencer marketing to a creator-first, technology-powered agency model
- Innovative products including Content IQ, Shop & Scan and the Social Soup SMART Platform
- Proven ability to drive reach, engagement, repeat purchase and ROI
- Credibility and trust with micro-creators, communities, and everyday consumers
- Always on large-scale programs building ongoing relationships with creators
- Culture driving campaigns
- Pioneering product gifting at scale
This award reflects the power of combining creators, real consumer insights and smart technology to help brands cut through.
Our Team: The Heart of Our Creator Agency
Social Soup’s success has always been fuelled by our people – strategists, creators, analysts, client partners and innovators who continually push for better thinking, sharper execution and stronger results.
Whether it’s building creator strategies, activating nationwide sampling programs, analysing real consumer sentiment or producing UGC content that converts, our team shows up with passion and purpose.
A Defining Moment for the Future of Influence
Winning Creator Agency of the Year signals the beginning of a new chapter for Social Soup. As AI reshapes how people search, discover and evaluate brands, creator content and real community trust are becoming more influential than ever.
With this award, Social Soup strengthens its position as a leading authority in creator marketing, trusted by brands seeking:
- always-on creator partnerships
- high-impact UGC
- micro-influencer programs
- product sampling and trial
- data-led creator strategy
- measurable results that align with brand growth
We’re proud of how far we’ve come and excited for where we’re headed next.
Thank You
A huge thank you to B&T, our incredible team, our creator community, and the brands who trust us to lead their creator and influencer marketing. Here’s to the next era of Social Soup. Bold, brave and creator-led.
