CJ Acquires Influencer Networking Platform, Perlu

Publicis Groupe’s global affiliate marketing platform, CJ, integrates Perlu’s influencer solution with its leading performance technology to drive creator-fueled commerce growth.

New York, January 24, 2023 – CJ, a global leader in performance marketing and division of Publicis Groupe [Euronext Paris FR0000130577, CAC 40], today announces the acquisition of Perlu, a Syracuse, New York-based influencer networking and technology platform, focused on the creator community. Founded in 2017 as a subsidiary of digital marketing company Terakeet, Perlu’s unique platform and service enable companies to activate, network, and collaborate with a dynamic community of influencers providing brands with the fastest, most effective means to find and engage with trusted, active influencers in every category, choosing their qualification criteria to target their needs, and attracting the right influencers for the brand.

Perlu will become part of CJ and will be integrated into its ‘CJ Influence’ offering, which includes global content creators and full-service CJ account teams that work on behalf of CJ clients to drive brand performance. CJ’s leading performance technology will also serve as the backbone of Perlu’s creator community to drive further commerce growth. Combined with CJ and Publicis Groupe’s platforms and offerings, clients will have an even more robust connection between affiliate and influencer marketing efforts driving more accountable sales and deriving better insights into the full customer journey.

Integrating Perlu alongside an existing strategic partnership with CreatorIQ and CJ’s growing influencer and creator global distribution network through alliances with LIKEtoKNOW.it (LTK), Find Your Influence, MagicLinks, and more, strategically positions CJ’s clients to scale always-on creator programs with smart recruitment, automated creator payments, and an end-to-end performance view.

The Perlu network of influencers will benefit from new access to CJ’s 3,800 global brands and the Publicis portfolio of brands for new collaborations and campaigns.

The Perlu platform, now part of CJ and Publicis, provides:

• People over profiles – Perlu’s tens of thousands of influencers are highly engaged and ready to respond to outreach swiftly. Perlu is a live community, not a scraped or static directory of content creators.  
• Influencer-to-influencer collaboration – A ‘place to call home’ where influencers can network in a ‘LinkedIn-for-influencers-style’ trusted environment that is more attractive to brands and helps grow everyone’s audience.  
• Perlu Packs – Custom interest-driven influencer networks formed and self-organized by influencers and brands who share the same niche interests, expertise, experiences, locations, lifestyles, etc.   
• Perlu Advisors – Research and insights from Perlu influencers who are ready to provide brands with feedback or polling on their brands and campaign or product ideas.   
• A bustling marketplace – Where influencers can put their best foot forward to represent brand projects.  
• A strategic marketing services team – That delivers on brand strategies and runs influencer campaigns powered by a dynamic community of tens of thousands of influencer pros.   
• Performance tracking – Across the customer journey to connect influencer marketing to engagement and revenue.
• Aways on – Year-round, ongoing campaigns integrated into broader marketing initiatives.

Initially, Perlu will retain its name and organization as it's integrated into CJ over time. Perlu serves diverse clients and supports leading ecommerce, CPG, Food & Beverage, and other brands across North America. Their influencer network is global. In addition to the company’s Syracuse headquarters, Perlu’s employees are spread out across Illinois, New York, New Jersey, and South Carolina.

Andres Echenique, Co-Founder, and CEO of Perlu said:

“Just like affiliate marketing, influencer marketing benefits most from relationship building, from the ongoing, well-nurtured partnerships between a brand and its community of influencers to drive sales. Joining CJ and its vast network of long-standing advertiser and publisher relationships is the perfect fit for Perlu’s growth and it's the right place for our clients and community to continue to thrive.”

Mayur Kshetramade, CEO, CJ said:

“Affiliate and influencers are a natural fit. We've worked with content creators and publishers for years and developed a dedicated influencer specialization about 10 years ago. Perlu’s approach is resonant with our ecosystem and ethos—we work hard to find the 'win-win-win'—a win for brand advertisers, a win for publishers, and by that, a win for their consumers. Perlu does the same for influencers, brands, and their audiences. We're thrilled to bring Perlu into CJ to continue to elevate our content creators' performance within our CJ Influence offering, now including Perlu.”

About CJ

Founded in Santa Barbara, California in 1998, CJ (formerly Commission Junction) continues to lead the industry as the largest, most trusted name in global performance marketing, specializing in affiliate marketing technology and services.

We're the platform of choice for driving profitable growth for over 3,800 global brands across all verticals, including retail, travel, finance, and network & home services—our technology powers a partnership ecosystem where over 167K publishers and brands engage billions of consumers worldwide.

As part of Publicis Groupe [Euronext Paris FR0000130577, CAC 40], aligned with Publicis Media, we leverage unparalleled data, technology, and strategic expertise to bring a truly customer-centric approach to performance marketing. Our people dare to think big and drive even bigger results.

About Perlu

Inspired by the founding team’s extensive experience collaborating with thousands of influencers in every category, Perlu was founded in 2017, in Syracuse, NY, to help influencers connect, grow and collaborate. As the landscape for content creation and partnerships among brands and influencers evolves, Perlu believes that human insights and communities connected by common interests will always be the foundation of success. Perlu’s mission is to help foster these connections and help communities thrive. As part of CJ and Publicis Groupe, Perlu is now an extension of Publicis Groupe’s ‘Power of One’ connected platform fueling clients’ commerce with a people-powered tech-enabled buzzing network of active self-organizing and collaborating influencers that drive performance. 

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