Wings Group Indonesia, one of the country’s major consumer goods manufacturers, has formed a new partnership with AnyMind Group to execute data-driven influencer marketing campaigns. Through this collaboration, Wings Group will use AnyMind’s influencer marketing platform, AnyTag, to identify, engage, and track influencer campaigns for its Segar Dingin and Baby Happy brands in the Indonesian market.

“We are thrilled to partner with Wings Group, a company known for its trusted and beloved brands across Indonesia,” Lidyawati Aurelia, Country Manager for AnyMind Group Indonesia, said in a press release.

The AnyTag platform enables Wings Group to adapt to Indonesia’s influencer market, which is increasingly shifting from mega to micro and nano-creators. While micro and macro-content still leads in terms of overall volume, nano-influencers have increased their market share from 5% in 2021 to 11% in 2024.

The technology provides features for influencer discovery, campaign management, and performance analytics, allowing brands to find appropriate influencers based on specific criteria, manage collaborations, and measure campaign return on investment with precision.

“Our AnyTag platform will provide Wings Group with the technology and data infrastructure needed to create highly effective and measurable influencer campaigns,” Aurelia said.

Indonesia Leads Southeast Asia

The partnership comes as Indonesia cements its position as Southeast Asia’s content production powerhouse. According to a recent report by GroupM-GOAT Indonesia, the country has approximately 12 million creators producing between 500,000 and one million pieces of content monthly.

The total Asia-Pacific gross merchandise value for shoppertainment is expected to reach $1.1 trillion by 2025, up from $500 billion in 2023, with Indonesia accounting for 25% of the projected $100 billion GMV in growth markets.

The Expansion

The Wings Group partnership represents another strategic move for AnyMind Group, which continues to expand across Asia-Pacific markets. Since its founding in 2016, AnyMind has completed 12 acquisitions globally, including recent 2025 acquisitions of Vibula and NADESIKO.

These strategic partnerships position AnyMind to capitalize on Asia-Pacific’s growing creator economy, projected to surpass $75 billion by 2032, with the region’s live commerce market expected to exceed $77 billion by 2030.

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