Mention Me, the end-to-end word-of-mouth activation platform helping brands turn customers into brand champions, has today announced its acquisition of Insitu, the creative analytics company providing instant clarity on content effectiveness across social platforms. As part of the acquisition, all Insitu employees are joining Mention Me, while former CTO Andy Done takes on a new role as VP of Engineering.
The move marks a crucial step in Mention Me’s evolution beyond referrals to provide one holistic platform that marketers can rely on for referrals, influencer activation and creative optimisation and analytics. This strategic shift aims to help brands unleash the power of their superfans, delivering human-first marketing in an AI-dominated world.
“When trust is the most important component in a consumer’s relationship with a brand, what customers say matters more than ever,” said Wojtek Kokoszka, the new CEO of Mention Me, appointed last month. “Customer advocacy is the growth lever AI can’t fake. With our acquisition of Insitu, we’re equipping CMOs with the tools to amplify authentic voices, optimise spend and build trust at scale. This acquisition is the first proof point of how we’re repositioning the business as the customer-first, advocacy powered platform brands can rely on.”
Founded to bring instant clarity to content performance, Insitu’s technology shows marketers what creative works, where and why across platforms such as Meta, TikTok, Snap, Reddit and Discord. Its instantly understandable dashboards deliver immediate value for marketing teams, while its data architecture is structured for ingestion by generative AI, ensuring future-proof scalability in an agent-led world.
“Joining Mention Me allows us to bring Insitu’s technology to a much wider base of enterprise customers,” said Andy Done, former CTO at Insitu, now VP of Engineering at Mention Me. “Together, we’ll deliver customer-first solutions that help brands optimise creative performance faster than ever.”
The acquisition reflects Mention Me’s build-and-buy strategy to expand its capabilities in advocacy-first marketing through both organic development and further acquisitions.
“This is just the beginning,” added Kokoszka. “Our ambition is to create the go-to platform that empowers brands to unleash superfans in an AI-driven world.”
Mention Me currently works with more than 500 brands globally, including Puma, P&O Cruises and Charlotte Tilbury.
