Underscore

Influencer Marketing Servicesunderscoreaus.com.au

Company typePrivate
Founded2022
HeadquartersCremorne, Australia
Headcount1–10
GTM typeB2B
OfferingServices

Underscore firmographics

Firmographics

Name: Underscore
Legal name: Underscore Ltd
Website: https://underscoreaus.com.au
Company type: Private
Founded year: 2022
Operating status: Operating
Headcount range: 1–10 employees
Ownership category
akta.pro rank

Underscore industry classification

Industry

Product category: Influencer Marketing Services
NAICS: Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)
SIC: Services-Advertising Agencies (7311), Services-Advertising (7310)
akta.pro primary industry: Influencer PR & Seeding (Gifting/Press Kits) (MPAAAHAG)
akta.pro secondary industries: Influencer Whitelisting, Paid Amplification & Spark Ads (BPAFAHAH), Influencer Measurement, Attribution & Analytics (BPAFAHAI)

Keywords

Influencer marketing
Brand partnerships
Social media campaigns
Event activations
Content production

Where Underscore is headquartered

Location

Headquarters

HQ city: Cremorne
HQ country: Australia
HQ region: Oceania

Offices1 record

Markets served

Underscore business model

Business model

GTM type: B2B
Offering type: Services
Cost components: Personnel, Marketing or Sales, Operations

Revenue model

Influencer Marketing Campaigns: Project-based influencer marketing campaign execution including strategy, management, and cross-channel integration services. Encompasses contra partnerships, paid partnerships, and seeding campaigns.
Influencer-Led Mass Awareness Campaigns: Large-scale influencer activation services leveraging micro, macro, and nano-creators for brand awareness and product launches.
Creator/UGC Content Production: Influencer-generated content production for social media and paid media including TikTok and Instagram Reels production.
Influencer Events and Brand Partnerships: Event curation, guest list management, live content creation, and brand sponsorship activations.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Underscore product offering

Product offering

Core offering

Underscore is a boutique, specialised influencer marketing agency that plans and executes influencer-led campaigns for select brand clients. Its services span strategic influencer partnerships, large-scale amplification across micro/macro/nano creators, creator and UGC content production for social and paid media, and event-based influencer activations tied to cultural moments and festivals.

Product overview

Underscore is a boutique, specialized influencer marketing agency offering a unified suite of four interconnected service modules: Strategic Influencer Partnerships (high-touch, long-term brand advocacy campaigns), Amplification & Scale (large-scale influencer activations for mass awareness), Creator/UGC Content Production (influencer-generated content for social and paid media), and Influencer Events & Brand Partnerships (event integration and real-world engagement). These services work together as an integrated offering, enabling brands to execute comprehensive influencer marketing strategies from campaign conception through content production and event activation to performance analytics.

Differentiator

Problem solved

Functional benefit

Products and services

Strategic Influencer Partnerships, Marketing and Campaigns High-touch, curated influencer collaborations designed to build long-term brand advocacy and authentic connections with highly engaged audiences. Includes influencer marketing campaign strategy, end-to-end campaign management, seeding, contra and paid partnerships, and cross-channel integration across social, events, PR, and partnerships. Best for brands seeking deeply curated collaborations focused on long-term advocacy.
Amplification and Scale (Influencer-Led Mass Awareness) Large-scale influencer activations leveraging micro, macro, and nano-creators to drive brand awareness, product launches, and viral cultural moments. Includes large-scale activations across multiple niches, micro- and nano-influencer campaigns for high engagement at scale, and city and country-wide brand takeovers. Best for brands needing high-reach campaigns with scalable execution.
Creator/UGC Partnerships and Content Production Authentic, influencer-generated content optimized for organic engagement and paid media performance. Includes influencer-generated content (UGC) for social and ads, high-converting TikTok and Instagram Reels production, performance-driven creative for paid media (Meta, TikTok ads), access to a curated roster of top content creators, fast turnaround scalable production, and usage, whitelisting, and rights management for paid distribution.
Influencer Events and Brand Partnerships Integration of influencers into brand events, sponsorships, and cultural moments. Includes event curation and guest list management, live content creation and real-time social amplification, festival and cultural event integration, brand sponsorship and product placement activations, and post-event impact measurement and social reach analytics.

Quantifiable outcome

200+ influencers and creators engaged for Australian Open campaign
+2 more outcomes

Companies that use Underscore

Customer profile

Named customers30 records

Segments5 records

Ideal customer profiles4 records

Underscore technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Underscore partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

Untitled GroupcoreStrategic or Co-development PartnerUntitled Group is listed as a key client and described as being 'in partnership with' Underscore. The companies collaborate on major event activations including Beyond The Valley Festival, Christina Aguilera's Melbourne concert 'One Night Only,' and Universal Store gifting at festivals. Untitled Group is a prominent Australian events and entertainment company.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Underscore competitors and assessment

Company assessment

Direct peers

Whalar Group: Influencer marketing agency and creator-platform business with talent management and brand-creator campaign services. Competes for the same brand budgets across content, paid amplification, and creator partnerships.
Vamp: Australia/NZ-headquartered influencer marketing platform and agency connecting brands with creators. Closest geographic and functional peer to Underscore, with a similar mix of brand clients and creator activations.
HireInfluence: Full-service influencer marketing agency delivering end-to-end campaigns, content, and experiential activations. Comparable scope including event-driven and UGC-led work for consumer brands.
Obviously: Global full-service influencer marketing agency running strategy, talent management, content production and amplification for major brands. Comparable service-line breadth and enterprise client orientation.
Billion Dollar Boy: Global creative influencer agency offering influencer campaigns, UGC production and paid amplification for enterprise brands. Directly comparable service modules and cross-channel integration positioning.
The Shelf: Boutique influencer marketing agency focused on data-driven creator campaigns and content production for mid-market and enterprise brands. Closely comparable service offering in strategy, sourcing, and UGC.
IZEA Worldwide: Influencer marketing technology and services provider offering managed influencer campaigns plus a creator marketplace. Overlaps with Underscore's campaign services, and represents a platform-plus-services alternative.

Regional players

Obviously (AU) / The Remarkables: Australian influencer and talent agency working with brands on creator campaigns and event activations. Comparable regional focus on Australian consumer and entertainment clients.
Hello Social: Australian social media and influencer marketing agency serving consumer brands. Comparable in market and service mix but typically more volume-oriented and broader in social scope than Underscore's curated approach.

Broad incumbents

We Are Social: Global social media and creative agency with influencer marketing capabilities as part of a wider portfolio. Larger incumbent that competes for the same enterprise brand briefs and often operates as a holding-company roster alternative to boutique agencies.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Underscore compliance and trust

Trust signal

Compliance2 records

Underscore financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Underscore leadership team

Management profile

Number of profiles

Profiles1 record

Underscore funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Underscore M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Underscore

What does Underscore do?

Is Underscore a public or private company?

Underscore is a private company. It is classified as unknown and is currently operating.

When was Underscore founded?

Underscore was founded in 2022. It employs 1 to 10 people.

Where is Underscore based?

Underscore is headquartered in Cremorne, Australia, in the Oceania region.

How does Underscore make money?

Four revenue lines are on record. Influencer Marketing Campaigns are the primary driver. The others are influencer-Led Mass Awareness Campaigns, creator/UGC Content Production and influencer Events and Brand Partnerships.

Who are Underscore's main competitors?

Direct peers on record are Whalar Group, Vamp, HireInfluence, Obviously, Billion Dollar Boy, The Shelf and IZEA Worldwide. Regional players are Obviously (AU) / The Remarkables and Hello Social. We Are Social is listed as a broad incumbent.

Does Underscore have an API?

No public API is recorded for Underscore.

What industry is Underscore in?

Underscore's product category is Influencer Marketing Services. Its primary akta.pro industry code is MPAAAHAG, Influencer PR & Seeding (Gifting/Press Kits), with a secondary code of BPAFAHAH, Influencer Whitelisting, Paid Amplification & Spark Ads. Its NAICS code is 541810 and its SIC code is 7311.