Social Soup
Pioneering Aussie influencer agency with a 200,000+ product-trialler community
- Founded
- 2007
- Team size
- 11-50
- Headquarters
- Sydney, Australia
Overview
About Social Soup
Social Soup is a Redfern-based influencer and creator marketing agency, operating since 2007 under founder and CEO Sharyn Smith. It pairs creator campaigns across mega to nano tiers with large-scale product sampling through its own community of everyday reviewers, mostly for FMCG, health, retail and lifestyle brands.
Social Soup has been running creator campaigns since 2007, which makes it one of the first influencer marketing agencies in Australia. Founder and CEO Sharyn Smith still leads it, alongside partnerships director Emily Green and general manager Jo Dear Bowie-Johnson. The agency is based in Redfern, Sydney, and B&T reported in August 2026 that it turns 19 this year. It won B&T’s Creator Agency of the Year in 2025 and is defending the title in 2026.
What sets the Sydney influencer agency apart is its own community. Alongside the usual creator tiers, from mega to nano, Social Soup runs a membership of more than 200,000 everyday Australians who sign up to try products and post honest reviews. That lets brands run sampling and seeding at a scale a typical influencer shop cannot match. The team plans strategy, briefs creators, manages delivery and amplifies the best content, with in-house tools such as its Smart Platform and Content IQ used for planning and measurement.
The client roster leans heavily toward FMCG and health. Case studies on its site cover Huggies newborn nappies, Blackmores and PepsiCo’s Simply Chips, and it also names Philips, Vicks, Royal Canin, ALDI, L’Oréal and LEGO. Clutch shows a $25,000 minimum project size, which points to brand-level budgets rather than small local campaigns.
Buyers comparing social media and influencer agencies in Sydney should see Social Soup as a specialist. Its strength is volume and authenticity: many real reviews and creator posts around a launch, backed by long category experience. The trade-offs are scope and visibility. It does not handle SEO, search ads or websites, there is only one Clutch review to go on, and published community numbers vary between sources, so ask for current figures during a pitch.
What they do
Services
- Influencer and creator strategy
- Creator campaign management (mega to nano)
- Product sampling and seeding
- Community product trials and reviews
- Content amplification
- Influencer management platform
- Campaign measurement and reporting
Specializations
Industries served
Ideal client
Who they help
Consumer brands, especially FMCG, health, beauty and baby products, that want lots of genuine reviews and creator content around a launch, rather than one or two celebrity posts.
Pros & cons
Pros
- One of Australia's earliest influencer agencies, operating since 2007
- Named B&T Creator Agency of the Year 2025 and an AiMCO Award winner
- Own community of more than 200,000 product triallers for sampling at scale
- Proprietary tools for planning and measurement, including its Smart Platform
- Long client list in FMCG, including Huggies, Blackmores, PepsiCo and L'Oréal
Cons
- Narrow focus on influencer and sampling; no SEO, paid search or web work
- Only one Clutch review, so independent client feedback is thin
- Community size figures vary across sources (170,000 to 300,000+)
Pricing
Notable clients
Awards & recognition
- B&T Awards 2025, Creator Agency of the Year
- AiMCO Awards winner (2024)
Common questions
FAQ
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What services does Social Soup offer?
Social Soup offers Influencer and creator strategy, Creator campaign management (mega to nano), Product sampling and seeding, Community product trials and reviews, Content amplification, Influencer management platform, and more.
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Where is Social Soup based?
Social Soup is headquartered in Sydney, Australia and works with clients remotely worldwide.
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How much does Social Soup cost?
Social Soup operates on a project-based model, a minimum engagement of $25,000.
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Who is Social Soup best for?
Consumer brands, especially FMCG, health, beauty and baby products, that want lots of genuine reviews and creator content around a launch, rather than one or two celebrity posts.
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What industries does Social Soup serve?
Social Soup serves clients in FMCG and food, Health and wellness, Baby and parenting, Beauty and personal care, Pet care, Retail, among others.
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How big is Social Soup and when was it founded?
Social Soup was founded in 2007 and has a team of 11-50 people.
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How do I contact Social Soup?
You can visit socialsoup.com, or email projects@socialsoup.com.
Editor’s take
Hire Social Soup for creator-led launches and product sampling in consumer categories. B2B companies or brands needing SEO and broader digital marketing should choose a different agency.
