Cambridge Companies SPG, a Newport Beach based strategic opportunity investment firm specializing in scaling emerging consumer food and beverage brands, announced its strategic investment with social customer influencer platform Indi. The funding from Cambridge Companies SPG will aid in propelling the expansion of Indi's reach to consumer brands within the Cambridge Companies SPG portfolio.
Indi creates a safe platform for brands to engage directly with consumers and drive word of mouth sales. Users are not only able to leverage their own content and share with their audience to push awareness for a product or service, but they also receive compensation for each “viral” post. Indi's platform enables consumers to generate their own content for their followers, something that will be even more pertinent amid Facebook's recent algorithm changes. Indi is utilized by companies and household names including Starbucks, Macy's, Denver Broncos, “America's Got Talent,” Sacramento Kings and more.
“We are excited to align with Indi and create this strategic, collaborative relationship,” said Filipp Chebotarev, chief operating officer of Cambridge Companies SPG. “National Brands are already using Indi, this investment and partnership allows us to leverage the Indi marketing and revenue affiliate platform across our entire consumer portfolio.”
Cambridge Companies SPG is opening a new avenue for Indi through this partnership. Previously, Indi was focused on national retailers, restaurants and food brands, but with the strategic investment from Cambridge Companies SPG, Indi will be able to expand their platform focus to include high growth emerging CPG brands.
“Our partnership with Cambridge Companies SPG was a natural move for us and it could not have come at a better time in the digital marketing space,” said Neel Grover, founder and chief executive officer of Indi. “We created this platform for brands to establish and grow their presence online by way of the consumer and are excited to enter the high growth emerging brands space with the help of Cambridge SPG. With the recent updates to Facebook's algorithm, it's even more important for companies to recognize that some of their strongest brand ambassadors are their own customers.”
The team at Cambridge Companies SPG invests in highly skilled operators of disruptive category leading companies in the food and beverage consumer packaged goods sector who will benefit from this new partnership.
“We are excited to use the power of video to foster a deeper connection with our current and future customers. Indi is an incredible platform that allows us to channel the excitement from our biggest fans in a meaningful way through authentic content that Indi users create and share with their diverse communities. It's a smart, scalable and creative way to approach influencer marketing,” said Erika Welsh, Co-Founder and Chief Marketing Officer at Wild Friends.
“We value Indi as a highly effective and efficient new platform with unmatched capability that invites loyal Foodstirs consumers to become micro-influencers who can champion our mission and products through authentic word-of-mouth recommendations. We believe that this is a much more meaningful and impactful method of influencer outreach and we are thrilled to begin this new partnership,” said Galit Laibow, Co-Founder & CEO, Foodstirs Modern Baking.
About Cambridge Companies SPG
Cambridge Companies SPG (“Special Projects Group”) is a highly respected strategic opportunity investment firm based in Newport Beach, CA. Cambridge Companies SPG turns opportunities into value by buying controlling and non-controlling interest in companies poised for growth. The firm focuses on retail, consumer packaged goods (CPG) as well as Food & Beverage. More information on Cambridge Companies SPG can be found on their website here.
Indi is a video engagement and commerce platform that is revolutionizing the online buying world. Indi is pioneering shoppable content to power performance-based customer-influencer programs for brands and retailers. The platform gives individuals the ability to earn money from posting video product reviews from thousands of retailers and brands. Indi’s word-of-mouth engagement challenges drive organic personal social sharing of brand-safe content that converts. Brands of all sizes have partnered with Indi to incentivize their customers to drive organic and authentic content and product sales throughout social media. Indi is founded by the former leaders of Buy.com, Rakuten and Bluefly who have sold more than $5 Billion online. Start your Indi channel today at http://indi.com or download their App in the Apple or Google Play stores.