SAMY drives the evolution of Influencer Marketing toward social commerce
‘Social Universe: Cracking the Code’ Event in Mexico City
To explore the future of influencer marketing and its integration with digital commerce, SAMY held the event ‘Social Universe: Cracking the Code’ in Mexico City, bringing together industry leaders, brands, TikTok experts, and renowned content creators in a space for dialogue and innovation.
The event was opened by Cristina Galán, Country Manager of SAMY in Mexico, who presented the agenda structured into four key segments:
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Influencer Marketing Maturity Models.
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TikTok Shop as a Driver of Social Commerce.
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Panel Discussion with Content Creators.
Nicolás Cely, Marketing Manager Latam at SAMY; Paulina Fagoaga, Head of Business Delivery & Integration at SAMY; and Philippe Castellví, Strategy Ops & Partnerships at TikTok, shared key insights on how influencer marketing is transforming into a conversion engine within the social commerce ecosystem.
“We’re no longer just talking about asking an influencer to recommend a product. Today, we need to understand which types of content perform best, how relevant the brand is to that audience, and how to optimize the entire operation and conversion flow,” she explained. She also emphasized: “Content remains the central pillar, but now it must be supported by technology, data, and flawless sales operations.” Paulina Fagoaga, Head of Business Delivery & Integration at SAMY
TikTok and the future of discovery commerce
Philippe Castellví Dippié, Strategy Ops & Partnerships Lead at TikTok, highlighted the role of events like ‘Social Universe: Cracking the Code’ in strengthening Latin America’s digital ecosystem.
“Events like this let us align capabilities, share learnings, and build partnerships from content creation to conversion,” he said. Castellví also noted that TikTok Shop represents the evolution of Discovery Commerce, enabling users to discover and buy products seamlessly within the platform.
In a panel moderated by Pablo Delgado, Influencer Marketing Operations Director at SAMY, top TikTok creators in Mexico—Sury Sadai, Frida Urbina, and Andrea Garvi—shared insights on connecting authentically with audiences and adapting to social commerce.
The session reinforced that the future of influencer marketing lies in blending creativity with technology, data, and commerce. SAMY continues to lead as a strategic partner for brands seeking innovative, results-driven audience connections.
