Mavrck, a startup that helps marketers to recruit customers to create advertising content, has raised $ 5 million in a series of financing.

There are many other companies operating in the Influencer marketing but Mavrck co-founder and CEO Lyle Stevens said that they tend to identify influential without the help of the brand “activate” them, or they focus on how to “rent” authorities regardless of whether they have any actual loyalty to a particular brand or product.

Mavrck, in contrast, allows brands to work with what he calls “micro-authorities”, which are already part of their customer base.

“We see a dramatic expansion of types of authorities, their business use and scalability Influencer marketing, as it becomes more automated,” said to me, Stevens email. “‘Insta-known” traditional bloggers and YouTube star managed using a spreadsheet and use disposable campaigns to help drive the brand. Now we see everyday consumers with highly engaged in other interests used in “always on” methodology to help with a number of business objectives, including customer acquisition, loyalty / retention and customer ideas. “

Mavrck works with brands including Gillete, Hershey’s and Tom’s of Maine. It has partnerships with agencies Mullen Law and GroupM. It also offers free product Fan Grader, which identifies the 100 most engaged Facebook fans of the brand.

Serie A comes from Cephas partners and GrandBanks capital, bringing total funding to start-up to $ 8.3 million. The release of funding, Cephas founder and partner Jo Tango Mavrck stressed in the “ability to drive measurable transformation of social and deliver true, the target audience is dependent on the participation of ad-blocking software and change the algorithms of social networks. ”

Mavrck incubated at TechStars Boston.

Featured image: Mavrck