Influencer Marketing Talks: Recent Episodes
Cure Media
Welcome to Influencer Marketing Talks, your weekly 15 minutes podcast to understand more about influencer marketing and why it’s such a powerful channel when it comes to building trust in your target audience.
Each week Sanna Ödmark and Frida Ekholm from Cure Media cover topics around digital and social media to help you take your marketing strategy to the next level. Also, join the conversations with topic experts from the industry!
The podcast is brought to you by Cure Media, the leading influencer marketing company for fashion brands.
www.curemedia.com
In this episode of Inside the Creator Economy, we sit down with Alexander Shmelkov, Director of Global Brand Tracking at IKEA.
Most brand trackers are built to tell you what happened. Alexander has spent the last few years rebuilding one to help the business decide what to do next, across 64 markets, in an environment where the rules of growth are changing fast.
In this conversation we get into why data on its own has no value, what it actually takes to turn insights into decisions, and how IKEA is transforming a 20-year-old measurement system into a genuine strategic tool. We also talk about what relevance really means for a global brand today, and why the bottleneck in most organisations isn't data, it's interpretation.
We also explore:
- The shift from reporting to predicting: insights as a forward-looking function, not a rearview mirror
- Why the aha moment, not the data, is the real deliverable of insights work
- What it takes to run a global brand tracker across 64 markets without losing local relevance
- Insights as a people business: why human capability, not technology, is the real constraint
Most marketers today are under pressure to do more, move faster and constantly prove results. But what actually drives growth long term?
In this episode of Inside the Creator Economy, we sit down with Sorin Patilinet, Global Marketing Effectiveness & Measurement Lead at PepsiCo and recently published author on Marketing Effectiveness, to unpack what really drives growth today - and why many marketers are making things far more complicated than they need to be.
As AI floods the internet with more content and more noise, the real challenge is no longer producing marketing - it’s knowing what’s actually worth doing.
We talk about why restraint might become one of the most important marketing skills of the next decade. Why short-term excitement often beats long-term thinking. And what brands like Cheetos, Geico and Lindt understand about distinctiveness that many others still miss.
We dive into:
- Why “just because you can, doesn’t mean you should” matters more in the AI era
- The tension between short-term performance and long-term brand building
- What actually makes brands distinctive and memorable today
- Why more content doesn’t automatically mean better marketing
- How PepsiCo applies marketing science and growth principles in practice
The creator role has changed - and not just in how content looks, but in what it demands from the people behind it.
In this episode of Inside the Creator Economy, we sit down with Norwegian creator Elisabeth Asserson Ingebrigtsen to unpack what it actually means to build a personal brand today, beyond aesthetics, algorithms and surface-level engagement.
We talk about the shift from being “polished” to being personal, and the pressure that comes with it. Because the more you share, the more you grow… but also, the more is expected of you.
We cover:
- Why she doesn’t identify with the term influencer, and what she sees her role as instead
- How expectations on creators have fundamentally changed over the past few years
- The tension between growth, authenticity and personal boundaries
- What brands still get wrong when working with creators, and why control often backfires
- Why people today don’t just want products, they want to be part of something
TikTok is no longer a channel you test. It’s a platform shaping how brands build relevance.
In this episode of Inside the Creator Economy, we sit down with Elin Palmelius from TikTok Nordics to unpack what’s actually changing - not just on the platform, but in how brands think about creativity, audiences and growth.
Over the past few years, TikTok has evolved from a fast-moving challenger to a core part of the media mix, redefining everything from content formats to the path to purchase. But the real shift goes deeper than that.
We’re moving from a world where brands broadcast, to one where they’re expected to participate. Where discovery, consideration and conversion can happen in seconds. And where relevance is no longer owned by the brand, but shaped in real time by communities.
We dive into:
- Why TikTok has moved from “nice to have” to a true business driver
- What Gen Alpha expects from brands, and why they don’t just consume content, but shape it
- How the definition of “good creative” is changing, and why less polished often performs better
- What “organic branding” really means, and how brands can show up in a way that feels native, not interruptive
Because the real question isn’t whether brands should be on TikTok - it’s whether they’re ready to let go of control, and actually become part of the culture they want to reach.
In this episode of Inside the Creator Economy, we’re doing something a little different.
Instead of bringing in a guest, we’re taking you inside our internal insights chat at Cure Media, where our team shares the signals, shifts and conversations shaping the creator economy in real time. This episode is built from those discussions.
We unpack five shifts we keep coming back to. Not trends in the traditional sense, but patterns that say something bigger about where the industry is heading, and what brands need to understand to stay relevant.
We cover:
- Why many brands still struggle to operationalise creators, and what it actually takes to move from ambition to execution
- The rise of the status economy, where cultural fluency matters more than category
- Nostalgia as more than a trend, and how brands can create meaning, not just reference the past
- The optimisation mindset, and how wellness and longevity are reshaping consumer behaviour
- How AI is collapsing the funnel, and what it means to be recommended, not just discovered
The beauty industry talks a lot about inclusivity. But few brands are actually built around it.
In this episode of Inside the Creator Economy, we sit down with Roger Dupé, founder and CEO of Melyon, to explore what it really takes to build a brand rooted in culture, identity and long-term vision.
Before launching Melyon, Roger spent years inside the global fashion industry, working with brands like Kenzo, Acne Studios and Rolls-Royce. Today, he’s using those insights to challenge how beauty brands are built - from the inside out.
This isn’t a conversation about skincare routines or product launches. It’s about power, perspective and what happens when someone who has seen the industry up close decides to build something on his own terms.
We dive into:
- How Roger’s experience in fashion shaped his view on representation, storytelling and brand identity
- Why true inclusivity can’t be added later as a marketing layer - it has to be built into the structure of the company
- How culture, heritage and ingredient storytelling can become a brand’s most powerful differentiator
- And why the next generation of beauty brands will be defined less by products, and more by the meaning they create
And it leads us to a bigger question: What does it take to build a brand that actually reflects the world we live in?
The male beauty scene is evolving fast. But the way brands approach it often hasn’t caught up.
In this episode of Inside the Creator Economy, we sit down with Danish creator Jonathan Oteiza, also known as Jonna Skincare, to explore what’s really happening inside the male beauty space, from the perspective of someone building credibility in an industry driven by trends.
This isn’t another conversation about skincare routines or beauty tips. It’s a discussion about trust, influence and what it actually takes to build authority as a creator today.
We dive into:
- Why viral content doesn’t automatically build trust, and why Jonna has turned down campaigns that prioritise performance over credibility
- What brands still misunderstand about male beauty audiences and why simply choosing a male creator isn’t the same as real representation
- How creator authenticity becomes a competitive advantage when audiences are more sceptical than ever
- And why the future of beauty may have less to do with trends, and more to do with trust.
At the heart of it all lies a bigger question: In a world of endless content and short attention spans, what actually makes people believe you?
Åhléns was losing money for over a decade. Today, it’s profitable, three years in a row.
In this episode of Inside the Creator Economy, we sit down with Thomas Engelhart, Chief Strategy, Customer & Marketing Officer at Åhléns, to unpack one of the most impressive retail turnarounds in the Nordics.
This isn’t a surface-level transformation story. It’s a conversation about what actually happens when a 126-year-old heritage brand decides to rethink how it operates, without losing its identity.
We dive into:
- How entrepreneurial leadership and a radical shift in pace turned strategy into execution - and made profitability possible again.
- Why Åhléns chose to double down on physical retail, service and private labels, while building new revenue streams like retail media and wholesale
- And how they evolved the brand, dialing down “premium” to reconnect with their roots, strengthen loyalty and stay relevant for a new generation
At the heart of it all lies a fundamental question: How do you evolve to stay modern, without becoming someone you’re not?
After more than five years and ten seasons of Influencer Marketing Talks, we’re stepping into a new chapter. Not because the conversations have changed, but because the industry has. Influencer marketing is no longer the debate. The proof is there. Budgets are shifting. Global CEOs are talking about scaling creator collaborations at speed. The real question now isn’t whether it works, it’s how brands organise around it.
That’s why we’re evolving into Inside the Creator Economy.
To open Season 11, we’re joined by Sam Foroozesh, CEO and Co-Founder of Cure Media, who has been building in this space for over a decade.
We talk about:
- The shift from inside-out to outside-in brand building
- Why creator-led is a strategy, not a channel
- Why so many large organisations still struggle, despite knowing this works
- The real business risk of treating creators as a tactic, from generic communication to competing on price
This episode sets the direction for the season ahead, focusing less on buzzwords and more on how modern brands are actually built in a creator-first world.
We’ve been bringing creators from our community into the podcast to understand what’s actually shaping culture locally - and right now, running culture is one of the biggest shifts we’re seeing.
This week, we’re joined by Hedda Schroeter Skaug, creator, runner, and one of the strongest voices in Norway’s running community.
And she’s refreshingly clear on what many brands still miss: running isn’t becoming more extreme - it’s becoming more human.
We talk about:
- why the most important “metric” is learning to trust your body (not your Garmin)
- what comes next after run clubs and where the running community is heading
- plus Hedda’s best running tips (including why you actually need at least 6 pairs of shoes)
If you’re a brand trying to enter running culture in an authentic way, this episode is your shortcut to understanding what the community values right now.
Snapchat is rising fast again - and not for the reasons you think.
In this episode, we sit down with Per Christian Strand Teslo from Snapchat to unpack why the platform is suddenly back at the center of the conversation, and what most marketers still get wrong about how Gen Z uses Snap.
This is not the usual “Snap 101.” Instead, we go deeper into the real reasons behind the platform’s resurgence:
- Why private, in-the-moment communication is becoming the new social currency
- How creators actually drive influence and purchase decisions on Snap
- What brands need to understand about the mindset users are in when they open the app
- The creative principles that will define success on Snapchat in 2026
- And how AR + AI lenses are reshaping storytelling on the platform, far beyond filters
Whether you’re a brand looking to diversify your platform mix, or a creator exploring where to grow next, this conversation offers a fresh, honest perspective you won’t hear anywhere else.
Tune in to understand why Snap’s comeback matters, and how to show up authentically in a social landscape that’s shifting faster than ever.
With nearly half a million followers on TikTok, Frida Jernspets has grown her platform slowly and steadily over years – no viral “big break”, just consistent, real connection. In this episode, she shares why that’s been key to her longevity, why she turned down a major fast-fashion deal the very next day after deciding to stop those partnerships, and the simple rule that guides everything she posts: nothing that would give her a bad night’s sleep.
And this episode isn’t just for creators - it’s a must-listen for brands too. Frida gives her view on what actually works in creator marketing today, including why many campaigns fall flat, why creative freedom is essential, and how brands can unlock more value by letting creators shape the story.
We also get into:
- Purpose-driven influence – beyond empty statements and surface-level messaging
- Value-led decisions as a creator (even when it means saying no to big money)
- What brands need to rethink if they want partnerships that resonate
Cloetta may be Northern Europe’s leading confectionery company, but behind the colorful shelves and iconic classics lies one of the most complex challenges in FMCG: building brands for anyone, anytime, anywhere.
In this episode, we sit down with Thomas Biesterfeldt, Global CMO at Cloetta, to explore what it really means to market a category with almost 100% penetration, where reach, emotion, and real-life occasions all collide.
Tune in to learn:
- How Cloetta thinks about reach, working media and Marketing NET in a world where attention is fragmenting
- The role of creators in connecting products to moments, from everyday treats to seasonal and cultural occasions
- The thinking behind Powered by Joy and the surprising insights from Cloetta’s Joy Report
An inside look at how one of Europe’s most beloved FMCG companies blends scale, emotion and cultural relevance in a category that never sits still.
This week on Influencer Marketing Talks, we’re joined by Louise Lundberg - a creator and digital strategist who brings a rare dual perspective to the industry. She works with global brands daily, while building her own audience across Instagram and Substack, giving her a front-row view of how the creator economy is evolving in real time.
In this episode, we dive into:
- How to build a creator brand with longevity, from niche vs. core to content that actually sticks.
- What separates great creator–brand partnerships from transactional ones, and why creators need to be included earlier in the process.
- The shifts shaping the creator landscape - from AI to new expectations on authenticity and expertise.
Whether you're a marketer or a creator, this episode is packed with insights you can apply right away.
From marathons to mindfulness, sport has evolved from a niche interest into a global lifestyle movement, shaping how we live, spend, and connect.
And while sports brands may lead the way, this isn’t just their game anymore. The opportunities now extend to everyone - from food and fashion to tech, beauty, and lifestyle.
In this episode, we unpack the biggest Sport & Wellness Trends for 2026, based on Cure Media’s latest trend report - from the wellness era and our obsession with sleep scores, to the power of social fitness and the rise of racing.
Tune in to learn:
- The key shifts redefining sport and wellness culture in 2026
- How any brand can show up authentically in this movement
- Why connecting social media with offline experiences turns audiences into participants
Findus has been part of dinner tables across Europe for decades — a true heritage brand loved for its convenience and quality. But staying relevant in a fast-moving, attention-hungry world? That’s a whole different challenge.
In this episode, we sit down with Anna Knutsson, Head of Media at Nomad Foods Nordics, to explore how one of Europe’s most iconic FMCG brands continues to evolve, balancing consistency with creativity, and tradition with transformation.
Tune in to learn:
- How to build cultural relevance without losing brand heritage
- Why “occasion-first” thinking is reshaping FMCG marketing
- The role of creators in turning everyday meals into meaningful moments
A conversation about brand evolution, trust, and the power of creators to breathe new life into even the most established brands.
Few people have had as many conversations with the minds behind the Nordics’ most successful retail and e-commerce brands as Björn Påhlman Spenger.
As the host of Framtidens E-handel, one of the Nordics’ biggest business podcasts, he’s sat down with top founders, CMOs, and retail leaders to uncover what really drives growth in a rapidly changing landscape.
In this episode, we flip the script and turn the mic on Björn to hear what he’s learned after hundreds of interviews: the common traits of those who win, the pitfalls that hold brands back, and where he believes the future of retail and e-commerce is headed.
Tune in to learn:
- What top-performing e-commerce brands have in common
- The biggest mistakes retailers make (and how to avoid them)
- How shifting consumer behaviour is shaping the next wave of retail
A conversation about growth, mindset, and the power of staying close to your customers in an industry that never stands still.
Hunting, fishing, and outdoor life might sound like niche interests, but they’re powered by a community built on passion, expertise, and shared values.
In this episode, we dive into how brands connect with male audiences through authentic storytelling, and the creators and ambassadors who bring those stories to life. Together with Sarah Winckel, Marketing Director at Jaktia, Scandinavia’s leading retail chain for hunting, fishing, and outdoor life, we unpack how authenticity, community, and long-term creator partnerships can transform even the most traditional categories.
Tune in to learn:
- How to connect with male audiences through stories that feel real and relevant
- What brands can learn from creator-driven ecosystems built on trust and credibility
- How to build content that connects — not just converts
An honest conversation about what makes communities tick, and what every brand can learn from the creators who truly understand their audience.
User-generated content isn’t new, but it’s evolving fast.
In this episode, we go beyond the buzz to explore what UGC really means in 2025 and how it’s reshaping brand strategy. Together with Paulina Johnson, UGC Specialist and a creator herself, we break down how UGC differs from influencer marketing, how brands are using it strategically, and what it takes to make it work in practice — from both sides of the equation.
Tune in to learn:
- How UGC evolved from “authentic content” to a proven growth driver
- The difference between UGC, IGC, CGC, and EGC - and when to use which
- Why the strongest brands combine influencer marketing and UGC
- What KPIs really matter - and how to measure success beyond engagement
- How to build a UGC strategy that scales without losing authenticity
Tune in to learn why UGC isn’t just a creative trend, but a strategic lever for brands that want to stay relevant.
Influencer marketing inside one of the world’s biggest companies? That’s exactly what today’s guest, Marie-Laure De Veyt, Retail Influencer & Innovation Marketing Lead at Microsoft, has been building over the past decade. From pioneering a retail creator marketing function to scaling budgets twelvefold, she’s helped prove that creator content doesn’t just entertain - it drives real retail outcomes.
In this episode, we dive into how Microsoft is rewriting the rules of retail marketing with creators, what brands everywhere can learn from their journey, and where the industry is headed next.
Tune in to learn:
- How to convince internal stakeholders that creators can sell premium products, not just lipstick and sneakers
- Why creator content outperforms branded content in retail media networks and even drives in-store foot traffic
- The future of creator-brand partnerships: from one-off campaigns to co-created products and bundles
Whether you’re a marketer, a brand leader, or just curious about where the creator economy is moving next, this episode is packed with insights you won’t want to miss.
The creator economy is rewriting the rules of modern marketing, transforming how culture, commerce, and creativity collide.
In this episode, we unpack five of the biggest shifts defining the creator economy in 2026, and what they mean for brands, marketers, and the future of advertising. From the Cannes Lions stage to TikTok feeds, from sonic branding to community-led growth - this is where influencer marketing stops being a channel and becomes the strategy.
Tune in to learn:
- Why deep insights, not just data, are the key to staying relevant in today’s creator economy
- How the smartest brands plan for micro trends and momentum instead of just campaign seasons
- What’s behind the shift from data-first to creator-first and why trust is the new currency
- The rise of sonic branding in short-form content (yes, sound matters more than you think)
- How communities are overtaking followers as the true driver of loyalty
If you want to stay ahead of what’s next, not just in influencer marketing, but in marketing full stop, this episode is your playbook for 2026.
Influencer marketing is proving its strength across the entire funnel, and now there’s data to back it up. In this episode, Max Osborne, Founder of ThisThat, joins us to break down key findings from their latest report, which highlights influencer marketing as the most effective channel for driving business impact. ThisThat is a leading insights platform that helps brands measure real results through data-driven brand lift studies.
Tune in to learn:
- Why influencer marketing deserves a bigger slice of the marketing mix
- The common blockers holding CMOs back from investing boldly, and how to overcome them
- How measurement is evolving to capture long-term brand impact
Whether you’re still on the fence or already bought in, this is a must-listen for anyone shaping marketing strategy in 2025 and forward.
What happens when a legacy brand dares to reinvent itself, without losing sight of where it came from? In this episode, Johan Uhrbom, Media Operations Manager at Intersport, shares how the iconic sports retailer is navigating a digital transformation while staying rooted in its heritage.
Tune in to learn:
- How Intersport is building a leading voice in the running category
- The layers of influencer marketing and how they build endurance and strength
- Why a data-first mindset is essential to long-term brand growth
Asket is on a mission to slow down fashion, by creating a permanent collection of timeless essentials and rethinking the way we produce, consume, and value clothing.
In this episode, Jonatan Ehn, Chief Commercial Officer at Asket, joins us to explore what it means to grow a brand rooted in values without compromising on impact or ambition.
Tune in to learn:
- How Asket balances commercial goals with conscious consumption
- What’s fueling growth without seasonal drops or sales
- The story behind their Golden Egg-winning campaign, The Timeless Experiment
Is de-influencing the end of influencer marketing? Not quite! More like a fresh summer breeze, what we all need after a long winter.
In this episode, we break down the trend that’s taken over TikTok and Instagram, where creators and people like you and me push back against overconsumption and hype. But rather than signalling the downfall of the influencer marketing industry, de-influencing is driving a shift toward honesty, relevance, and real value.
Tune in to learn:
- Why de-influencing is a wake-up call and not a warning sign
- How consumer expectations are evolving in the creator economy
- What brands can do to stay relevant and trusted in a de-influencing era
With the rise of video-first content across every platform, from TikTok and Reels to LinkedIn and YouTube, music is no longer a “nice to have” in creator campaigns. It’s a must. And few know that better than Gracie Schram, Senior Creator Partnerships Manager at Epidemic Sound.
In this episode, Gracie joins us to explore how music can unlock more authentic, engaging, and high-performing influencer collaborations.
Tune in to learn:
- Why music is becoming a key driver of performance in creator content
- How brands can give creators freedom and stay license-safe across platforms
- Why classical and inspirational music is trending in viral content
What does a successful influencer marketing plan look like for 2026? In this episode, we explore how forward-thinking brands are already laying the groundwork—not just for next year, but also for the upcoming autumn campaigns of 2025—and what marketers need to consider today to stay ahead.
Joining us is Alexander Swärd, Brand Partnership Advisor at Cure Media, who brings years of experience helping B2C brands craft strategies that drive long-term impact. Together, we dive into the most common challenges brands are facing right now, how the influencer marketing landscape is shifting, and what it takes to be a standout brand in the influencer space in 2026.
From platform strategy and budgeting tips to the mindset that separates winners from the rest, this episode is packed with actionable insights for any marketer currently planning for what’s next.
Think you’ve got influencer marketing all figured out? Think again.
In this episode, we bust five of the most common myths brands still believe about influencer marketing in 2025. From the confusion around UGC creators vs influencers, to the outdated idea that it’s “just another media channel” – we’re breaking it all down.
We also dive into why influencer marketing isn’t just about big names or over-the-top creative ideas, and why treating it like a pure performance channel could be costing you more than you think.
Whether you’re deep in the space or just getting started, this episode will challenge the way you think about strategy, creativity, and what it really takes to succeed with influencer marketing today.
This week, we’re joined by Vera Ebbeson Dahlin, Digital Activation Manager at Santa Maria (part of the Paulig Group), to explore how one of the most iconic food brands in the Nordics is using influencer marketing to drive sustainable and profitable growth.
We discuss:
- Why long-term influencer collaborations are key to building credibility
- How to tailor content across platforms like TikTok and Instagram
- The role of digital activation in Paulig’s broader growth strategy
Vera also shares how Santa Maria tackles loneliness through purpose-driven campaigns, why consumer insights shape every move, and how her team stays agile in a fast-evolving digital landscape.
What’s happening on Instagram, TikTok, and Snapchat right now? And what should brands be paying attention to in 2025? We’ve got you covered.
In this episode, we dive into the latest updates, trends, and algorithm changes shaping the major social platforms. From Instagram’s new AI tools and the rise of longer Reels, to TikTok's hottest trends like niche content and candid storytelling, and Snapchat’s game-changing AR experiences - we break down what it all means for brands and creators.
This week, we’re joined by Emily McDonnell, Head of Creator Partnerships Nordics at Snapchat, to explore how Snapchat is becoming a game-changer for creators.
We discuss:
- What makes Snapchat different from other social platforms
- How creators are thriving—and monetizing—on Snapchat
- Why engagement on the platform is stronger than ever
Emily also shares insights on the future of Snapchat’s creator economy and what trends to watch in the coming months.
This week, we’re joined by Alex Baker, one of the Nordics' top retail strategists and a serial entrepreneur recognised on global influencer lists, to uncover the five key retail trends brands can’t afford to ignore.
Fresh from NRF in New York and retail hotspots across the Middle East and Europe, Alex shares insights on five key trends shaping 2025:
- AI’s evolution—why it’s now a mission-critical superpower, not just hype
- Retail media’s explosive growth and what it means for brands big and small
- Agentic AI—the next step in automation and hyper-personalization
- Experience-driven retail and why Gen Z is redefining the role of physical stores
- Balancing tech and human connection to create seamless customer experiences
Tune in for an expert take on how these trends are reshaping the industry and what brands must do to stay ahead.
How can brands stay relevant and create authentic connections in an ever-changing landscape? The answer: a Cultural Calendar!
In this episode of Influencer Marketing Talks, Frida Ekholm, Creative Lead and Sanna Ödmark, Head of Marketing at Cure Media, break down how brands can strategically align their marketing with key cultural moments -think movie releases, festivals, and viral trends -to boost engagement and brand impact. We highlight brands that have nailed cultural marketing and share practical steps on how to get started with your own cultural trend monitoring.
What will social media look like in 2025? In this episode, we explore the key content trends set to shape the year ahead—trends that don’t exist in a vacuum but are influenced by shifts in consumer behavior, global events, and cultural movements.
Joining us is Jade D’econzac Mbay, Creative Strategist at Cure Media, who brings her expertise in crafting standout creative concepts for brands. Together, we unpack three major movements driving the content landscape: Creative Disruption, Community & Belonging, and Captivating Formats.
From Joyful Escapism and Creative Cross-Overs to the rise of Chaotic Play, we discuss what these trends mean for brands and how marketers can stay ahead in an ever-evolving digital space.
This week, we’re joined by Johanna Andrén, Head of Marketing at Tre, to explore what it takes to build a strong, differentiated brand in the competitive telecom industry.
We discuss:
- How brands can stand out in a crowded market
- The importance of defining your brand’s “star”
- Why looking beyond your own industry can fuel innovation
Johanna also shares her approach to fostering a culture of experimentation, making quick decisions, and learning from failure—key ingredients for staying ahead in today’s fast-moving landscape.
Plus, we take a deep dive into Tre’s major investment in 3Arena and why Johanna sees it as a powerful strategy for both customer connection and internal pride. And don’t miss her insights on why every marketing strategy should balance structured planning with bold, unexpected wild cards.
In this week’s episode of Influencer Marketing Talks, we’re tackling one of the biggest disruptions in the social media world: TikTok’s potential ban in the US. What does this mean for brands, creators, and the future of marketing strategies? Tune in as we break down the latest updates, explore key takeaways, and share concrete advice on how to future-proof your social media strategy in today’s ever-evolving digital landscape!
Welcome to a new season of Influencer Marketing Talks! In this first episode, we speak with Dilnaz Gemici, Regional Content Manager at Wolt, about how the company integrates both traditional influencer marketing and user-generated content (UGC) to drive growth in multiple markets.
Dilnaz shares her practical advice for brands starting out with UGC, discusses the key elements for running effective campaigns, and outlines Wolt’s plans to expand their UGC efforts to 13 markets in 2025.
Tune in for a thoughtful discussion on how brands can use UGC and influencer marketing to scale effectively.
In this episode, we’re joined by Sam Foroozesh, CEO and co-founder of Cure Media, to reflect on a decade of shaping the influencer marketing industry. Sam takes us through the evolution of the field, from the early days of blogs and discount codes to today’s influencer entrepreneurs, while sharing key milestones from Cure Media’s 10-year journey. We also explore future trends, industry challenges, and insights to help you make impactful decisions in the years ahead.
In this episode, we’re joined by Julia Arheden, a beauty enthusiast and influencer marketing expert. With extensive knowledge in shaping strategies for top-tier beauty brands like Sephora, Julia brings her expertise to the table as we explore the future of beauty (influencer) marketing. From finding the perfect balance in influencer tiers to tackling the challenge of short-term trends vs. long-term impact, this conversation is packed with insights every beauty brand needs to hear.
In this episode, we’re joined by Mikael Lenneryd, CMO at Apoteket, one of Sweden’s leading pharmacy brands on how they turn data and consumer insights into actionable marketing strategies. Mikael shares how Apoteket balances the needs of a diverse customer base, from traditional pharmacy users to the modern consumers. Plus, Mikael discusses the challenges and opportunities marketers will face in 2025, offering practical advice for staying ahead in a rapidly evolving industry. Tune in for valuable strategies to transform insights into impactful action!
In this episode, we’re exploring how to maximize your investment in influencer marketing with a 360° strategy, featuring Emma Lundsten, Head of Operations & Client Success at Cure Media. Emma explains how brands can expand influencer-generated content beyond social media, integrating it into channels like TV, newsletters, and out-of-home advertising. She’ll also share insights on overcoming the internal challenges of launching a 360 strategy and discuss how this evolution is reshaping the role of influencers in brand marketing for 2025.
In this episode, we sit down with Marcus Tagesson, the founder of Babyshop and now founder and CEO of Dema, a service that integrates your e-commerce data into actionable insights, enabling your team to act faster and make data-driven decisions, from marketing to inventory.
Marcus shares his journey from building Babyshop, a baby retail brand to today’s platform, Dema, leveraging the power of AI. We discuss the future of AI in e-commerce, common misconceptions around KPIs, and the key strategies for achieving sustainable, profitable growth.
In this week’s episode of Influencer Marketing Talks, we’re joined by Niklas Bondesson, Associate Professor of Marketing at Stockholm University and strategic advisor at Noa Consulting, to explore key insights from his latest report, “Communication that Makes an Impact 2024.”
Host Isabelle and Niklas dive into the vital role of creativity in marketing success. Niklas reveals which creative elements can elevate brand recognition, capture attention, and boost engagement along with how humour and high-quality content shape audience perception and brand loyalty.
In this episode of Influencer Marketing Talks, Frida and Isabelle explore the power of creativity in marketing and how it sets brands apart in today’s crowded landscape.
Join us as we share why creative campaigns grab more attention, boost brand likability, and signal trustworthiness—all backed by research. We also dive into the Cure Media approach to combining always-on influencer strategies with standout creative moments to drive real results on and off social media.
Plus, we give you a sneak peek into the top creative trends for fall, from immersive brand experiences and unexpected collaborations to luxury brands going big on sports.
It’s finally here—this year’s trendspotting episode! In just 15 minutes, hosts Isabelle Green and Frida Ekholm break down the top five social media trends that brands need to know to succeed in 2025. From crafting high-impact campaigns to leveraging new content strategies, this episode is packed with valuable insights for marketers looking to elevate their brand presence.
Here’s a sneak peek: Learn how to create buzz with Fireworks Campaigns, embrace a Social-First Mindset to stand out in a crowded market, and expand your reach with a 360° Content Strategy. We also dive into the resurgence of Physical Brand Experiences and the power of Employee-Generated Content to foster authenticity and engagement.
Listen in to stay ahead of the curve and make sure your social media strategy is ready to thrive in 2025!
Join us this week as we sit down with Carlos Casquilho, Head of Revenue at Cure Media. Dive into the latest trends shaping the social media landscape and discover the evolving dynamics of consumer behaviour in 2024.
Learn about the evolution of consumer behaviour towards a social-first mentality and understand why high posting volumes are now crucial for standing out in a crowded digital landscape. Discover the strategic importance of micro-influencers, creative production, and the effective use of historical data for successful influencer campaigns. Tune in for expert insights and strategies to navigate the dynamic world of social media marketing.
This week, we're joined by Professor Sara Rosengren from the Stockholm School of Economics. Discover the significant shifts in retail driven by digital innovations and sustainability. Sara shares how digital platforms and influencers are reshaping consumer interactions and what retailers must do to stay connected and relevant in this fragmented landscape.
We also debunk common myths about consumer behaviour that retailers often believe, providing insights into the real drivers behind consumer decisions.
Tune in to gain actionable insights on adapting to consumer behaviour changes and leveraging influencer dynamics to maintain a competitive edge.
Join us this week as we dive into "The Anatomy of Effectiveness" with Imaad Ahmed from WARC, the global leader in marketing effectiveness. With over 15 years guiding top brands, Imaad outlines the five building blocks of effective marketing that every marketer needs to know.
Discover strategies for balancing brand building with sales activation, the importance of multi-channel approaches, and adapting to economic shifts. Whether you're looking to sharpen your marketing tactics or find new ways to drive growth, this episode offers invaluable insights for navigating today’s dynamic marketing landscape.
In this week’s episode we chat with Sara Johansson, Strategic Media Lead Sweden at Arla, the world’s largest organic dairy producer, operating in 146 countries. Sara will share her expert insights on integrating influencer marketing into Arla’s expansive media strategy.
Together, we’ll delve into the data-driven tactics behind Arla’s influencer collaborations, learn how they maintain relevance in a rapidly shifting marketing landscape, and explore potential future trends that could reshape traditional marketing strategies. Don’t miss this insightful discussion on how traditional brands like Arla are leveraging influencer marketing to stay ahead in the competitive FMCG sector.
In this episode, we're joined by Søren Mohr, Nordic Media, Digital and AI Manager at Nestlé, who shares his insights on seamlessly integrating AI into marketing frameworks. Discover the strategic roadmap for AI adoption, from securing executive endorsement to fostering a culture of innovation and adaptability within your teams. We'll explore practical strategies to leverage AI for enhanced creativity and efficiency in marketing, ensuring your organization stays ahead of the digital curve. Uncover the potential of AI to transform your marketing operations and drive unparalleled growth.
For more info, please reach out to Søren Mohr: https://www.linkedin.com/in/sorenmohr/
In this week’s episode, we delve into the pivotal concept of active attention in marketing, emphasizing its role in not just capturing, but also connecting with audiences amidst the relentless digital noise. Kristian Melå, Co-founder of Cure Media with a decade of experience in influencer marketing, shares his invaluable insights.
In our discussion, we uncover:
- What active attention means for marketers and why it matters.
- Strategies to create campaigns that capture and hold consumer attention beyond the crucial first few seconds.
- The impact of platform choice on maintaining active attention, with a focus on the differences between traditional and digital media.
- Kristian offers practical advice for marketers to engage audiences effectively in a content-saturated digital world.
In this podcast episode, we will dive into the transformative world of pharmacy retail with a spotlight on Kronans Apotek, a leader in the Swedish pharmacy market together with Anja Fahlström, Digital Marketing Manager and Jennifer Kovacs, Head of Digital Activations.
We’ll explore the booming e-commerce growth within the beauty segment, the evolution of pharmacies beyond traditional boundaries, and how Kronans Apotek is innovating in response to changing consumer behaviors. Plus, we'll uncover the role of influencer marketing in their strategy and the impacts seen from the channel.
In this week's episode, Frida sit down with Julia Arheden, a strategist with over five years in the influencer marketing field, currently leading strategy for Cure Media's major clients. Julia brings her deep industry knowledge to the table, offering invaluable tips on refining your influencer marketing strategy to meet the evolving demands of consumers.
You will also learn:
- The often-overlooked factors critical for a successful influencer marketing strategy
- The essentials of content creation in today's high-expectation consumer landscape
- Julia's perspective on the latest trends and how brands can tap into these movements to enhance their marketing efforts.
In this week's episode, we're joined by digital marketing expert Sara Öhman, who brings her insights into leveraging AI for brand communication through digital and social media. We'll cover the latest developments in AI across various media, discuss essential AI tools for businesses and individuals in 2024, and examine AI's evolving role on social platforms like TikTok and Instagram. Sara will also shed light on under-explored yet significant AI applications worth investigating.
Key topics include:
- The progress of AI in enhancing text, images, videos, and audio
- Must-have AI tools for 2024
- Future potentials and lesser-known applications of AI in digital marketing
In this week's episode, we're joined by Lucy Maguire, Senior Trends Editor at Vogue Business, for an in-depth look at 2023's fashion highlights and a sneak peek into the trends of 2024. How are luxury brands mastering innovative marketing in both the digital and physical realms? Lucy, leveraging her expert insight, reveals the most striking trends and marketing strategies that have resonated with Gen Z and Millennials in the constantly evolving economic landscape, sharing both key learnings and future projections.
In this episode, you'll discover:
- The rising impact of influencer marketing and and its applications across industries.
- What to expect as the top fashion trend in 2024.
- How luxury fashion marketing is adapting to Gen Z and Millennial preferences.
In this week's engaging episode, we're joined by Viktoria Nilsson, the Marketing Coordinator at Normal - the retail giant known for shaking up the European market with their affordable range of essentials. With 566 stores and a remarkable TikTok presence that has captured the hearts of Gen Z, Normal stands out as a brand that's mastered the art of social engagement without a traditional e-commerce approach. Hear Viktoria share the inside scoop on how Normal became a beloved brand among the youth and how they plan to stay on the forefront of consumer marketing trends as we approach 2024.
You’ll also hear about:
- How Normal's staff helped the brand become a hit on TikTok.
- The ways Normal keeps Gen Z shoppers interested and active on social media.
- Normal's ability to quickly recognize trending products and make them available in their stores.
In this week’s episode, we're thrilled to have Niklas Bondesson, an Associate Professor of Marketing at Stockholm University and a strategic advisor at NoA Consulting, join us. Get ready as we delve into the recently released report "Communication that makes an impact! 2023" and explore three of the key findings with Niklas.
We'll discuss how these insights can shape brands' strategic planning for the upcoming year, helping them create the ultimate media mix to stand out from the crowd. Plus, we'll uncover what Niklas thinks is the most surprising discovery and which areas he's eager to explore as a next step.
Plus:
- The ideal number of channels for your media mix to maximise impact
- Achieving the perfect equilibrium between branding and sales activations
- The power of creativity and long-term strategies
Join us in this episode as we uncover L'Oréal's successful journey with Rebecca Eliasson, their Group Head of Advocacy. Curious about their strategy in the dynamic beauty realm? Or their recipe for captivating Gen Z's heart? Step inside the universe of data-savvy beauty marketing, see why brands like CeraVe are Gen Z's favorites, and get some expert tips on how to keep up with the ever-changing social media wave. All in a crisp 15 minutes!
You’ll also learn:
- The nuances of turning data into actionable insights
- Innovative strategies to always be a step ahead in the beauty industry
- How top brands pinpoint and harness emerging trends on social media platforms
Prepare to rethink your social media strategy and unearth innovative ways to engage your audience! In this episode, we peel back the curtain on the ever-evolving world of social media, highlighting the trends that will shape 2024 and beyond. Join Frida Ekholm and Sanna Ödmark on this 15 minute episode as we go through what's hot, what's not, and how brands can stay ahead of the game.
You will learn:
- How photos are making a comeback on social media, challenging the video-dominated landscape.
- The art of "Brand Cues" and how to make your brand stand out from the competition.
- The concept of "Cross Interests" and how tapping into subcultures can unlock new, untapped audiences and ideas.
In this episode, we delve into the remarkable success story of Makeup Mekka, a Norwegian beauty brand that went from zero to 3.5 million Euro in just two years when launching on the Swedish market together with us at Cure Media. We invited their CMO, Stine Frey Grøndahl, to explore the key factors behind their rapid growth, both historically and in the future, with a focus on expanding into new markets. If you're a marketer, entrepreneur, or simply interested in the secrets behind fast-growing brands, this episode is a must-listen!
Tune in to discover:
- Makeup Mekka’s strategies for influencer marketing, advertising and member acquisition
- Stine’s best advice on how to create the ultimate media mix
- Trends and challenges within the beauty and marketing industries
Black Friday week and the holiday season can be the most hectic and demanding time of the year, especially for retail marketers. With fierce competition for audience attention, it's crucial to have that extra edge to make a lasting impact. In this episode, we'll share our top tips on how you can maximise your success during the upcoming Black Friday week and holiday season.
Tune in to discover:
- The importance of looking beyond your usual buyers during this time
- How to tap into your target audience's shoes by hacking your TikTok feed
- Why it's essential to keep the conversation alive when your competitors are being silent
In this week’s episode, we’re joined by Carlos Casquilho, Head of Revenue at Cure Media, to delve into the evolving media landscape and its implications for marketers.
You’ll hear the latest numbers on what marketing channels are stagnating, declining or increasing, how consumer behaviour has changed the landscape, and of course how influencer marketing is playing a significant role today but even bigger in the future.
Tune in to find out:
- The media landscape vs consumer behaviour
- What research says about the future of influencer marketing
- How marketers should think about the future of advertising
What role does influencer marketing play in the media mix and how do you prove its effect in an effective way?
This week, we delve into the crucial task of measuring the impact of influencer marketing on brand metrics, a challenge faced by countless brands and marketers in today's competitive landscape. Our guest, Erika Lindén from the leading market research company Nepa joins us to discuss their collaboration with Cure Media in conducting studies on influencer campaigns.
Erika explains the methodology behind the studies and how they are able to determine the effects of influencer marketing on brand metrics such as brand preference, liking, and purchase intent.
Tune in to find out:
- The importance of understanding the full picture of influencer marketing
- What role influencer marketing plays in the media mix and its strong impact on brand preference, liking, and purchase intent
- Real-life results from the studies
In this episode, we have the privilege of hosting Maria Ahlgren, the visionary co-founder and CMO of Common Clouds—a brand with an audacious mission to destigmatize acne, known for their TikTok-famous "Pimple Patches." Maria will take us through the intriguing story of this up-and-coming brand, unveiling their effective strategies for carving a niche in the competitive beauty industry.
We'll also delve into Common Clouds' remarkable triumph in capturing the attention of Generation Z audiences, how they've harnessed TikTok's unique power and tapped into the influential realm of nano-/micro-influencers to cultivate authenticity and inspire loyalty. And, don't forget to stick around as we explore the latest and most captivating trends in the beauty world!
It’s finally here, this year’s trendspotting episode! In just 15 minutes, you'll find out the top five influencer marketing trends that brands need to know in order to succeed with their marketing efforts in 2024. From tapping into relevant pop culture trends and events to exploring subcultures within the target audience, we provide valuable insights on how brands can engage with their audience on a whole new level.
We also discuss…
- The importance of focusing on brand metrics rather than relying solely on discount codes
- The need for brands to differentiate themselves from the competition and make their influencer collaborations memorable
- How AI can take influencer campaigns to the next level
Tune in to this episode to gain a competitive edge and ensure your influencer marketing strategy is on point for 2024!
In this episode, we delve into the world of responsible fashion and the challenges faced by fashion brands in navigating sustainability. Our guest, Karin Lund, Global Marketing Manager at Kappahl, shares insights into how Kappahl has become a frontrunner in the industry, placing sustainability at the forefront of their agenda.
We explore Kappahl's sustainability strategy, aligned with new EU regulations, and their approach to integrating sustainability throughout their organization. From design to supply chain, organization to stores, and consumption, Karin emphasizes the importance of wide ownership and engagement. Tune in to discover Kappahl's keys to success and their journey towards a more sustainable fashion future!
Tune in to find out:
- The challenges of communicating sustainability (and how to overcome these)
- How to strike a balance between transparency and avoiding greenwashing
- The importance of delivering relatable messages and making sustainability a natural part of all communication efforts.
In the season 6 premiere, we’re deep diving into the fascinating world of consumer perception. Ever wondered how people form opinions about brands? And how companies can make a positive impact on individuals, society, and the economy? Our special guest for this mind-blowing topic is none other than Emmanuel Probst, author of the best-selling book Assemblage and the Global Head of Thought Leadership at Ipsos, a prominent market research powerhouse.
Tune in to find out more about:
- Key drivers when it comes to shaping consumers’ brand perceptions
- Why it's crucial for brands to get closer to their audience and reduce the social distance
- The reason why so many of us repeatedly rewatch the popular sitcom Friends
We’re so happy to announce that we’re nominated for the People's Choice Podcast Awards, in the category “Best Female Hosted Podcast”!
The People's Choice Podcast Awards is the longest-running podcast awards event in the podcasting space open to shows all over the world. We’re so proud and honoured to be nominated, and now we need your help!
We would be so happy if you would give us your vote on this link (you’ll have to sign up first): https://www.podcastawards.com/app/signup
Thank you so much for your support! <3
We’re super excited to launch the next season in a couple of weeks - stay tuned for when we welcome our first guest on August 23rd!
In this week’s episode, we have Linn Gegerfeldt, the Influencer Marketing & Social Media Manager at Youty Group. Youty Group, which was founded in 2004, has become a prominent player in the Nordic online beauty industry. In 2020, it emerged as a result of a merger between three renowned Nordic beauty sites: Blush, Eleven, and Nordicfeel.
With an extensive portfolio of over 25,000 brands including Lancome, Clinique, Gucci, and MAC, Youty has established itself as a leading force in the Nordic beauty market.
Linn Gegerfeldt has been a part of this incredible journey for almost a decade, witnessing firsthand the transformation of beauty marketing over the years. Today, we have the pleasure of having Linn with us to delve into the evolution of beauty marketing and discuss the significant changes that have shaped the industry.
Tune in to find out more about:
- How marketing differs for premium, mid-level and budget products
- Linn’s take on the future of beauty marketing
- Rise of influencer brands and startups as competitors
In this episode we welcome Alma Riihelä, Commercial Lead at Sellpy, one of the earliest second-hand platforms, founded in 2014. With offices in multiple locations, a growing team of 500 employees, and H&M as its majority stakeholder, Sellpy has revolutionized the second-hand market.
In this week’s conversation, we'll explore the journey of Sellpy's marketing strategy and delve into the dynamic world of the second-hand market. Hear Almas expert take on how Sellpy has adapted to the ever-changing consumer behavior since its start, and hear how they've tackled the growing competition that has emerged.
Find out:
- Sellpy’s take on the biggest consumer behaviour shift
- Key marketing tactics for launching on new markets
- How inspiration is used to build preference
Based on our experience and insights from working with a wide range of beauty brands, we know that it's essential to understand the nuances of each beauty retail segment in order to build a successful influencer marketing strategy.
It can be tricky to figure out what works best for your brand so in this week’s episode, we outline some of the differences and similarities that marketers should be aware of when it comes to building a successful influencer marketing strategy for different beauty segments. Because as with most things in marketing, it's the small things that make the big difference.
Find out:
- Aspirational, inspirational or educational - what’s right for your brand?
- How TikTok has made beauty more akin to fashion
- Why context and credibility is key, no matter the segment
As the market for influencer marketing is becoming more and more saturated, the demands on brands have increased significantly. What worked a couple of years ago is no longer enough - to stand out, your strategy needs to be creative and strategic.
To find out what it takes to get a creative edge in your influencer marketing, this episode will bring you through the creative process here at Cure Media and Sanna will get inside the head of our creative lead Frida, the other co-host of the show, to find out what creative influencer marketing actually means today.
- Key factors for a successful influencer collaboration from a creative point of view
- Different types of creative concepts
- Current trends in the influencer sphere
Get ready for an exciting episode as we welcome back Chris Beer, Data Journalist at GWI, a leading audience targeting company for the global marketing industry, delivering insights on how consumers think. In today's episode, Chris returns to discuss the hot topic of AI and ChatGPT, sharing latest findings from GWI research. We’ll cover both the opportunities as well as the concerns that AI brings, and learn how it will affect consumer behavior now and in the future.
Find out:
- Why ChatGPT is great for your “dream stage”
- The biggest concern surrounding AI and ChatGPT
- What role AI will have in the online search behaviour
In this week's episode of the podcast, we speak with Carlos Casquilho, Head of Revenue at Cure Media, to discuss the findings of our latest research report surveying the brand strength of 13 major fashion brands in Sweden.
We explore what many of the brands are missing out on, why high awareness is not enough for brand success today, and what opportunities there are for brands to grow on TikTok and win the hearts of tomorrow's generations.
Find out:
- Why do many brands seem to have a gap between awareness and preference?
- The correlation between many social media followers and high preference
- How Nike won the next gen. in soccer boots via long-term strategy
Welcome to this exciting episode where we'll be delving into the world of Generation Z, a group that is always on the move and hard to keep up with. To help us navigate the ever-changing landscape, we're joined by our colleague and fashion expert, Vilma Lindgren, to give us an update on what’s hot and what’s not in the world of fashion, social media, and influencer marketing. From the latest fashion trends to the influencers everyone is crazy about - Vilma got got you covered.
Find out:
- Why everyone is talking about Sofia Richie (yes, daughter of Lionel Richie)
- Do’s and dont’s for brands to attract Gen Z
- How cultural happenings play into the next big trends
It took four 'no's before Khloé Kardashian said yes to collaborate with the Swedish scale-up Boxbollen. But ever since then, the tide has turned and now big names like Snoop Dogg have come knocking on the door asking to collaborate.
We invited the two brothers Jacob and Victor Eriksson, who founded the company, to get inside their heads on what it takes to create this ‘Kardashian effect’ and how they’ve gone from zero to 125 million SEK in turnover in less than five years. What are their secrets to success, why have they chosen to focus on celebrity influencers and what role has TikTok played on the company’s journey?
Find out:
- Jacob’s and Victor’s goal with every single collaboration
- Their best tips for how to get viral on TikTok
- Why you must trust the process and never take ‘no’ for an answer
In this week's episode, we have Kjersti Hobøl, CEO at the beloved Norwegian retail chain Nille. Kjersti is referred to as both "rescue woman" and "Superwoman" due to her successful career of saving bankrupt businesses. She loves tackling "impossible tasks" and in 2018 she became the CEO of Nille, which was on the brink of bankruptcy. Through her hard work and dedication, she managed to turn things around which is now known as one of the most successful achievements in Norwegian business history.
Kjersti shares her best advice on how to navigate uncertain times and what she thinks is critical for companies to succeed from a leadership perspective. We also uncover the secrets of understanding people's motivation, how to build pride and increase commitment and results in an organization. Kjersti also gives her view on how to create an inspiring shopping experience.
Find out:
- The importance of setting clear goals and cost control
- How to stay on top of changing consumer demands
- Strategies for creating pride and commitment among employees
In our 100th episode, we have professor Byron Sharp in the studio - the world-renowned professor, thought leader and author of the legendary book - How Brands Grow. Byron is also the director of the Ehrenberg-Bass institute of Marketing Science, which is the world's largest centre for marketing research.
Tune in to hear Byron’s thoughts on what has changed in marketing in recent years, why many marketers shoot themselves in the foot, and why always-on advertising remains critical to drive growth. We also get to hear Byron's ideas on how AI will affect marketing, as well as which marketing positions he believes will no longer exist.
You’ll also get Byron’s view on:
- Branding vs. performance marketing - is there such a thing as a golden ratio?
- Influencer marketing as a method to build brand memories
- How to convince your CFO to increase your marketing budget
A long-time beauty pioneer, Sephora has been at the forefront when it comes to cultivating a strong community in the digital space. In this episode we’re joined by Sabrina Buus, Marketing Director for SEPHORA Germany, Switzerland & Scandinavia, to share some of the keys to their marketing success.
We discuss what Sephora does to cut through the noise in today’s crowded beauty space. Sabrina also explains why influencer marketing is a central piece of their marketing strategy, why it’s critical to have an holistic approach when measuring the channel, and in which ways Sephora works with influencers today, together with Cure Media as their influencer marketing partner.
We also talk about:
- Why influencer marketing differs from other channels
- How Sephora works with diversity and inclusion in their marketing
- Why Sephora chose to work with Cure Media
In this episode, we're joined by the talented influencer Maya Parnevik. Maya has a proven track record of creating high-quality and engaging content, crushing it for some of the biggest brands in the industry.
We will be discussing what it takes to stay ahead of the game in the fast-paced world of influencer marketing and dive into insider tips on how to create content that's not only creative and professional but also delivers fantastic results. Last but not least, we'll be exploring the benefits of working with an influencer marketing agency and getting Maya's take on what's important to include in a collaboration brief.
By the end of this episode, you'll learn:
- How to create high-quality and engaging content that delivers results.
- The influencer benefits of working with an influencer marketing agency.
- Maya’s way of finding inspiration and coming up with new ideas.
Are you a CMO that hasn’t fully understood the importance of influencer marketing yet? Do you still believe that TV is the best channel when it comes to catching your audience’s attention? Or are you struggling to convince the board that influencer marketing should make up a larger part of your media mix? Then this is the episode for you.
This week, Sanna sits down with Sverre Flåskjer, the Managing Partner and founder of Equip Capital, a private equity firm in the Nordics. With a strong background in marketing, finance, and consulting, Sverre gives us his own insight into the evolution of consumer marketing over the past 25 years. We’ll also learn why Sverre believes influencer marketing is an essential part of the media mix for brands to succeed today and how this strong belief made him and the team at Equip capital invest in Cure Media back in 2021.
You’ll also learn:
- Why influencer marketing is killing traditional media
- Why so many legacy brands are currently struggling to build preference
- What factors Equip Capital looked at when they decided to invest in Cure Media
Millennials make up the biggest consumer base in the world, and a lot has changed in the last few years. Did you know for example that more than 62% of millennials are now parents, representing a rise of nearly 20% over the last three years?
The fact that millennials are maturing, and that the generation as a whole is less dispersed than before, is one of many things brands need to be aware of when designing their marketing strategies. In this week's episode, Sanna and Frida look at four key factors that brands should take into account when targeting millennials now and in the future.
For example…
- Which social platforms millennials prefer the most
- The importance of peer-to-peer marketing
- Why millennials value brands that represent diversity and inclusion
In 2022, this market leader in door-to-door courier services with a presence in over 220 countries started working with influencer marketing - we’re talking about DHL Express!
In this episode, Frida talks to Dan Crewe, E-commerce manager at DHL Express about how they got started with influencer marketing for such an unusual service as door-to-door courier services, the key success factors behind the strategy, and how DHL Express work with content and creatives to receive as high engagement as fashion and beauty brands in their influencer marketing.
You’ll also learn about:
- What it takes to create engaging content on social media for a durable service
- Why DHL Express chose to have branding as their main KPI
- Dan’s 3 best advice for getting started with influencer marketing for durable products
In this week's episode, we will be delving into the world of Generation Z - the generation that's bringing back low-rise jeans and ballerina shoes.
What do brands need to know about Gen Z to succeed in 2023? We will discuss the key trends on their preferred social media platforms, their attitudes toward marketing, and the strategies that will drive them to press the “purchase button”. Get ready to learn the secrets to success!
We’ll be covering:
- Why platform adapted content is key
- The peer-to-peer effect on Gen Z
- Why curiosity is their preffered way to discover products
How does the marketing strategy for a non-profit organization differ from that of other companies, and what can marketers learn?
In this week’s episode we invite our first NGO to discuss the current marketing landscape and what brands need to do in order to stand out from the crowd. We talk to Johnny F Kroneld, Head of Unit Marketing & Events at The Swedish Childhood Cancer Fund. With over fifteen years' experience working at global consumer brands, Johnny is also a highly sought-after speaker at marketing events.
We’ll be talking about:
- What marketers can learn from NGOs
- Why good storytelling is a key to stand out
- The changing media mix and what brands can do to stay relevant
Fancy multiplying the power of your influencer marketing? You're in luck - because the 360 approach to your influencer marketing is a thing in 2023. Consumers are crying out for more ‘real’ people to showcase products and brands just don't have the resources to keep up.
By using the content you already have, you can create a cost- and time-saving way to meet the demand - and go beyond the world of social media. We're talking websites, paid ads, newsletters, in-store and outdoor advertising.
If you want to know more about how to get involved, we've got all the info you need. Check out how to implement a 360 strategy for your influencer marketing, why scaling peer-to-peer content is so important for 2023 and how to make influencer content valuable for the entire marketing team.
For over 170 years, Boots has been a leader in the beauty industry, making it one of the world's most well-known and celebrated heritage brands. In a world becoming increasingly digital, how can traditional beauty retailers successfully keep up and transform?
In this week’s episode, we talk to Pete Markey, Chief Marketing Officer at Boots, about the company’s transformation journey. From the key success factors in their marketing strategy to the “Love Island effect”, Pete takes us through the steps that Boots has taken to stay relevant and keep up with changing consumer behaviour, while maintaining their heritage and brand value proposition. He also shares his best advice on how legacy brands like themselves can remain competitive and build preference in the digital beauty realm.
Find out:
- How to build preference and top of mind awareness in the beauty industry
- The Love Island effect
- Why working in marketing is more exciting than ever
Are you a brand struggling to stand out in a crowded and competitive marketplace? Don't let your hard-earned brand awareness go to waste - make sure your brand invests in preference building marketing activities before it’s too late.
In this week’s episode we’re going to take a deep dive into preference marketing and why this can be your short-cut through the marketing funnel. We discuss strategies and tactics to build preference and how influencer marketing can be a powerful tool.
We'll be discussing:
- 3 essential elements when trying to build preference
- The fact that Asos’ CEO blames an over-reliance on performance marketing for the drop in customer acquisition
- Why preference is the missing piece of the puzzle
What if there was a hidden ingredient to performance marketing that could help brands drive higher ROI in their performance channels? Hint: this might actually be the case!
Did you for example know that recent studies by Meta show that adding branded content (content that is created by influencers) to your business-as-usual assets can reduce your cost per acquisition by 19% and increase your click rate by 53%?
We invited Josefine Billström Raasakka, Creative Strategist at Meta, into the studio to unpack what it takes for brands to succeed on the Meta platforms today and why influencer content is a must in every performance marketing strategy.
We’ll look at:
- How influencer content outperforms brand created content
- What consumers want to see on the platforms
- How to get branded content right and what mistakes to avoid
Josefine also gives us a glimpse into the near future of the Metaverse and AR creators. If you want to get ahead of the game, make sure you check out @Karenxcheng and @donalleniii. And if you as a brand are thinking about developing an AR filter, check out creators like @ommy and @ls.studio.file.
In this week’s episode, we sat down with Kristian Melå, Co-founder and Head of Brand Partnership Advisory at Cure Media to sort out what essential role preference plays in when it comes to building a profitable marketing mix.
Many legacy brands invest heavily in creating awareness, but they neglect the middle stage of the funnel, resulting in the need to overspend in the performance stage to make up for the lack of brand preference.
The marketing landscape continues to evolve rapidly, and approaches that may have worked a few years ago no longer suffice. Marketers must consistently assess their strategies to ensure they remain relevant and in tune with current consumer behaviour.
We’ll cover:
- The preference glitch and the leaking funnel
- Benefits of peer-to-peer and influencer marketing for building preference
- The relationship between high preference and profitability
We live in a world of diversity. Still, it’s surprising how little has changed when it comes to everyday consumer products.
Nebe Al-mayahi is the brain behind the brand TEINT, which challenges the status quo around daily consumer products. In 2021 they launched their award-winning skin tone adapted plasters and this is just one of a very long list of products that needs to be redesigned to cater for the diversity of our society.
In this season 5 premiere, we discuss how diversity, inclusion and profitability are intertwined and what companies can do to become more diverse and inclusive in their day-to-day business operations.
We’re talking:
- The link between diversity, inclusion and profitability
- Examples on how brands can become more inclusive
- What the industry will look like in +5 years from a diversity point of view
That’s a wrap on season four of Influencer Marketing Talks - and what a season it’s been! With guests joining us from global brands such as Coca-Cola, TikTok and NYX, we’ve dug into every corner of influencer marketing and the wider consumer arena.
Now, ready to go out with a bang, we’re joined by Maja Lindelöf, founder of Lis Bonne Atelier; Sanne Josefson, founder of Sanne Alexandra; and Emil Homqvist, co-founder of Hickap, for our new year special.
Sitting down with three of the brightest names behind influencer-founded brands, we’re getting their take on:
- How they got their start in the fashion industry
- What sets their brands apart
- And what other brands will need to succeed in 2023
Founded in Los Angeles in 1999 and today one of the most popular beauty brands in the world - we’re talking about NYX Professional Makeup! Available worldwide both online and over at thousands of retailers, NYX manages to stay relevant among it’s audience with a high-quality product range and wallet-friendly prices.
In today’s episode, we have Diana Valdez, Head of Consumer Engagement at NYX to share her expertise on how to grow consumer engagement and build brand love through social media.
In 15 quick minutes, we’ll be looking at:
- How NYX Professional Makeup keeps up with beauty TikTok
- Why building brand love is key to make consumer shop in 2023
- How NYX Professional Makeup practices social listening
What does something named “the lipstick effect” have in common with the economic downturn? Actually, a lot. With 2023’s economic situation, brands need to have a solid understanding of how to attract consumers' loyalty and money before their competitors do.
In this episode, Frida Ekholm talked to Chris Beer, Data Journalist at GWI, one of the leading audience research companies for the global marketing industry, on how what the latest data and insights say about consumer behaviors in times of crisis - and how marketers need to adapt to it.
We’re unpacking:
- The psychology of spending in times of crisis
- Data from previous crises that will be valuable in 2023
- How crises are shaping new behaviors
Google data-driven influencer marketing and you’re going to get over 12,000,000 results all telling you what it’s about, why it’s important, and how you should be doing it.
But is the very premise a lie?
Looking into what data means for the influencer marketing channel today, data scientist Bernard Rosencrantz and marketing manager Holly Morran bring you their standing-room-only session from the Influencer Marketing Show 2022 held last month in London.
They’re unpacking:
- The buzzwords that people use to back up their claims of being data-driven
- Why it’s so difficult to actually deliver
- And what data-driven influencer marketing might look like in the not-too-distant future
Is your brand having a hard time figuring out TikTok? You’re not alone. With its short and snappy videos, this app has grasped the attention of many but unfortunately, brands are struggling to figure out the app and what type of content they should put out there.
For years, Instagram has been the primary online space for brands to grow their businesses on and some have really succeeded in establishing a good brand image on Instagram. However, while posting aesthetic content might’ve worked great for the Gram, the case is not the same when it comes to TikTok.
To figure TikTok out better, we invited Julia Arheden, Brand Partnership Advisor at Cure Media into the studio. Julia is not only an influencer marketing expert, but also a TikTok and beauty enthusiast, In this episode, we have merged these two expert areas of Julia to deep-dive into 5 ways beauty brands can grow engagement on TikTok.
We'll be discussing:
- How the TikTok algorithm works
- What audiences you can reach on TikTok
- Why beauty brands should hop on haircare
Influencer marketing remains one of the most powerful marketing tools at your disposal and in 2025, researchers estimate that the channel will reach another all time high. But, the way that consumers want to experience influencer marketing is changing.
With investments soaring and the financial crisis placing greater pressure on the importance of a decent return, brands will need to keep up with these moving targets, adapting their strategies to placate and engage a restless audience and emerge on top.
In this episode, we’re presenting the 5 big influencer marketing trends for 2023.
- Why economic-conscious content will be a must
- How to approach influencer niches getting niche-r as a brand
- What 360° IGC is and why you should implement it
How does one of the world’s most iconic consumer brands work with influencer marketing to strengthen its presence and create buzz-worthy activations? To find out, we invited Coca-Cola to join us in the studio and let us in on what makes them such a leader in their industry and the channel.
How does it differ to work with a brand as established as Coca-Cola vs one that isn’t, and what’s the key behind developing influencer marketing strategies that create buzz? To help answer this question, we’ll be chatting with Victoria Adolfsson, Brand Manager for the Coca-Cola Trademark with a portfolio of Coca-Cola Original, Zero Sugar and Light.
- How Coca-Cola approaches TikTok
- Building the Coca-Cola brand during a recession
- Why Coca-Cola makes influencer marketing an integral part of their media mix
As the number of channels and devices proliferate, it becomes harder and harder for brands to cover every avenue, forcing marketing teams to be more decisive and analytical about the choices they make regarding their resources and budgets.
In today’s episode, we walk you through 5 of the media consumption trends that we think will rule in 2023.
We'll be discussing:
- Which particular media channel we think will struggle the most
- How mobile and social continues to rule it all
- What brands should do about the fact that ad tolerance decreases
The marketing budget is often one of the first to be cut when an economic downturn hits. But time and time again, history has proven that the companies that invest in marketing during challenging times are the ones that come out as winners.
But what type of marketing activities will make you hit the marks? Is there a golden way to recession-proof your marketing strategy? In this week’s episode, we invited Erik Modig who works as professor of economics at the Center for Consumer Marketing at Stockholm School of Economics, to talk about what brands must know to survive the upcoming economic crisis.
Tune in to learn:
- Erik’s best advice on how to recession-proof your marketing strategy
- Reasons why this is the time to invest in marketing and brand building activities - or you’ll do your competitors a big favor
- Why it’s better to cut some marketing channels completely and instead go all in on a few
In this week’s episode we’re going to take a deep dive into the fashion industry. But - we’ll be leaving the trend-setting and taste-vetting to Anna Wintour and instead looking specifically at 4 ways fashion marketing has changed over the years. And it has been years because after the bare essentials for survival were commodified, fashion followed shortly after.
We'll be discussing:
- What fashion brands can do about the crowded marketplace.
- The importance of the terribly unsexy-sounding corporate responsibility
- Why the one-shot campaigns have had their time
If you’re building a marketing strategy for 2023, it’d be hard not to consider using TikTok. As its user base is expanding at a rapid pace among all generations, it’s finally seen as a place where all brands need to have a presence and a solid strategy - or else lose customers to the ones who do.
But what does it take to succeed on TikTok in 2023? How do you make sure you hit the mark when it comes to being relevant and authentic to your target audience while avoiding the frequent and inevitable pitfalls en route?
This week, we’re joined by Emma Lundgren, Agency Partnerships Lead at TikTok, to give her best tips and tricks from the inside.
We'll be discussing:
- How brands should approach TikTok as a marketing platform
- Do’s & dont’s
- Emma’s top 3 advice on how to leverage TikTok to its fullest
While the social media trends for 2022 were all about TikTok and social commerce, as we look ahead to 2023 we can already see a shift in the things brands need to bear in mind as they flesh out their social media strategy for the new year.
What remains true is that social media continues to be one of, if not the most important platform for engaging shoppers in the fashion and lifestyle spaces. Now, as we gear up for a busy fourth quarter of 2022, let’s take a peek ahead at what we’ll be seeing more of in 2023.
In 15 quick minutes, we’ll be looking at:
- What the popularity of TikTok and BeReal says about 2023
- How putting the social back into social media will reward those who deploy them well
- Why a human approach is key
Influencer marketing + machine learning = the way to get results? We know this equation might not be at the forefront of your strategy. But if that is the case then this episode is a must-listen! We sat down with Cure Media's Co-Founder and Head of Product Babak Faramarzian.
Responsible for Cure Media’s unique, proprietary influencer marketing technology platform, Babak has a front row seat on how much of a difference the right tech can make to your performance in the channel. But how exactly does it work to bolster the effectiveness of fashion brands’ influencer marketing, especially when you're already working at scale?
In 15 quick minutes, we’ll be looking at:
- Cure Media's platform features from 2022, as well as what we'll be launching in 2023
- 4 must-have elements to deliver effective influencer marketing
- How to be data-driven in 2022 vs 2023
With Instagram’s furious race to overtake TikTok as the video-first social platform, copy-catting many of the latter’s features to users’ occasional dismay, it can sometimes feel hard to tell the difference between the two.
Certainly, that seems to be the case for many brands who insist on recycling content interchangeably between both platforms despite repeated warnings that the algorithms will not treat such tactics kindly.
So when it really comes down to it, what are the differences between TikTok and it’s older sibling, Instagram?
Join us to unpack exactly this question in 15 quick minutes. We’ll be looking at:
- What consumers think the two platforms are for
- Which brands are nailing their strategy across the two
- Whether your content needs a different look and feel on each one
Since the dawn of time (for influencer marketing, that is) discount codes have been seen as a must-have. But in today’s competitive landscape, that’s simply not the case anymore.
In today’s episode, we are going to take a cold, hard look at the use of discount codes in influencer marketing. Lending his significant experience and expertise in the field, we’ll be joined by one of the co-founders of Cure Media and our CEO, Sam Foroozesh. And where should they put their focus instead?
In under 15 minutes, we’ll be taking a look at:
- Why brands need to be careful with discount codes going forward
- How a last-click focus is holding then back
- Whether influencer marketing should be a branding or performance channel
- And where brands can out their focus instead of discount codes
In a marketplace this competitive, everyone will be telling you to do data-driven influencer marketing if you want to succeed - us included!
But we’re going to pause and take a step back a second, because in this episode of Influencer Marketing Talks we’re going back to basics and answering one foundational question first: what even is data-driven influencer marketing.
Answering in under 15 minutes, we’ll be taking a look at:
- How you can be data-driven at influencer selection
- Where optimisation fits into your data-driven strategy
- And how you can measure your results to give future activations a head start
If you hear ‘influencer marketing’, your mind probably jumps to the big, celebrity creators. But times have changed and flying the flag for micro-influencers; they’re big news, whether brands like it or not.
In fact, in 2021 micro-influencers accounted for 91% of the channel. Which means that if you’re only focusing on mega-influencers and above, you’re missing out on the vast majority of the channel, and with it a lot of potential engagement.
But where did these so-called micro influencers pop up from? We’ve done some digging to track the emergence and evolution of the micro-influencer and it took us all the way back to 1765. So buckle up, listeners, because in this week’s episode of Influencer Marketing Talks we’re taking you on a bit of a history lesson.
With new motivations and behaviours driving their purchasing decisions (and a lucrative price tag on their head), marketers are obviously keen to get Gen Z on board. But how can they hope to do that when nearly 60% say they’re not confident they even understand them?
As uncertainty grows, myths begin to circulate and they’re steering marketers in the wrong direction.
Joined by Cat Agostinho and Jay Richards, co-founders of Imagen Insights, one of the biggest agencies in Gen Z intelligence, we’re busting five of the most pervasive myths surrounding this new audience.
Tune in to learn:
- How brands can avoid the cringe factor on TikTok
- What the future has in store for fast fashion
- Who brands should learn from when it comes to Gen Z strategy
Whether you’re already clocked off for the summer, or you’re enjoying a sunny commute to the office - we’re glad to have you here and you’re in for a great episode, because today’s edition of Influencer Marketing Talks is hot off the press!
This week, we are joined by Lucy MacGuire, Trends Editor at Vogue Business. With several fingers on the pulse of the biggest drops in fashion plus bylines that span a wide range of the Vogue empire, from Britain to Italy, and Paris to Russia, Lucy has about as comprehensive an overview of fashion and consumer trends as anyone can have.
We'll be discussing:
- The must-know fashion industry trends for 2022
- How fashion brands can (and should) benefit from TikTok vs Instagram
- Shopping behaviours across Gen Z, Alpha and Millennials
In 2019, 19-year-old influencer Matilda Djerf launched the Scandinavian styled, non-seasonal, ready-to-wear fashion brand ‘Djerf Avenue’ together with her partner and co-founder Rasmus Johansson. Only three years in, Djerf Avenue has become globally recognised, reporting $8 million in sales in 2021.
That’s not all. At the same time, Matilda gained global recognition for her iconic hair and Scandinavian style, quickly propelling her Instagram account up to 2,3M followers - and counting.
This week, we'll be joined by Rasmus Johansson, CEO and co-founder of Djerf Avenue, as well as Matilda Djerf herself, the creator behind the eponymous brand whose two million plus Instagram followers have become willing devotees of her sustainable, all-season fashion line.
We'll be discussing:
- Why Djerf Avenue is ditching retouching in all of their content
- How they built their loyal community of #DJERFAVEANGELS
- And how they've leveraged their influencer marketing expertise to grow the powerhouse brand Djerf Avenue is today
Gen Z and millennial audiences have new expectations when it comes to influencer marketing - and marketers aren’t always keeping up.
Whether it’s the content formats they most enjoy or the platforms they’re most active on, staying on top of (let alone ahead of) the latest movements in consumer preferences can be challenging, particularly in a marketplace as fast-moving as retail.
We’re looking back over our research of 1,0008 consumers to pinpoint what it is exactly marketers need to be aware of when constructing their influencer marketing strategy.
We’re talking:
- The importance of long-term partnerships
- Why live video isn’t doing it for one demographic
- And whether relatability is a valued trait for younger shoppers
Plus more! So tune in to listen and make sure your influencer marketing is the kind audiences want to see in their feed.
Creating engaging social media content comes down to more than just viral dance trends or repurposing popular memes. Instead you need to strike a tricky balance between the content different platforms’ algorithms are prioritising, the messages you need to communicate, and the material your audience actually wants to see.
And just when you think you’ve got it sussed, it can all change on a dime.
So we’re taking a look at the lay of the land in 2022 to try to help brands work out what different content will help them shine on different platforms, and how they can make that work for them.
We’re covering:
- What Instagram’s shift to video-first tells us about the future of social content
- Whether Facebook still fits into the modern SoMe mix
- And how you can adapt your strategy to different platforms
In a marketplace as crowded as the fashion sector, you need every campaign to land. So while catchy copy and compelling graphics might be the things that your audience remembers, it should be data that tells you what copy will work, which graphics will fit, and even who your audience will be.
And influencer marketing should be no exception. Data-driven influencer marketing can make sure your activations get seen in the right place and by the right people; it can redirect your campaigns to maximise your results; and it can take your strategy to the next level.
To hear how influencer marketing, machine learning and AI can be the perfect match, we invited our in-house Data Scientist Bernard Rosencrantz to the podcast studio.
Tune in to find out:
- What AI is and how it’s used in influencer marketing
- What AI features make the must-have list for fashion brands
- The advantages AI can offer for influencer marketing campaigns
L’Oreal is on a mission to ‘create the beauty that moves the world’.
With 36 global brands and four different divisions, most, if not all of us, will have enjoyed a L’Oreal product at some point. From high street beauty faves to luxury fragrances and salon-level hair products, the L’Oreal family encompasses a staggeringly wide range of products with something to suit everyone. And it's this inclusiveness that drives their wider marketing and business goals.
As inclusivity and diversity become critical purchasing motivators for consumers as well as ethical musts for brands, we turned to L’Oreal to discover how a world-leading beauty brand is incorporating these values into their strategy.
To hear how L’Oreal has reinterpreted the traditionally exclusionary beauty industry into something broader (and more beautiful for it), we spoke to Erica Culpepper, General Manager for Multi-Cultural Beauty at L’Oréal. All together, Erica has an impressive 20 years of experience in the beauty industry, experience that has taken her to some of the biggest and most iconic brands in the industry. In this episode, you’ll learn from Erica how beauty and fashion brands can build a more inclusive future - and why they must.
Tune in to find out:
- L’Oreal’s approach to diversity and inclusivity in influencer marketing
- What actions beauty brands should commit to to build a more representative industry
- How L’Oreal adjusts their marketing to respond to consumer demands
Earlier this spring we surveyed over 200 marketing decision-makers and 1,000 consumers to find out what influencer marketing really looks like in 2022…and whether it’s what your audiences actually want.
Long story short: not always.
Throughout our research we found clear evidence that brands and marketers aren’t always in sync with their target audience, employing tactics that run contrary to what consumers want.
But it’s not all bad news! In some areas, marketers were adopting savvy influencer marketing strategies to foster preference within their target audience and nurture their relationships online.
So where are they getting it right and where are they going wrong?
Tune in to find out…
- Just how many brands feel confident in their grasp on Gen Z
- Why many brands need to reassess how they approach influencer content
- What influencer marketing budgets will look over the year to come
As with any other industry or channel, influencer marketing manifests differently around the world. Cultural nuances or behaviors can vary wildly between markets, and your influencer marketing has to bend with them in order to be effective and avoid committing any cultural faux pas.
To help you get it right, we invited not one, but three of our colleagues from across our offices to join us for this multinational masterclass. Experts in three different markets, these influencer marketing pros are ready to share the trade secrets behind what it takes to run successful influencer marketing in the Nordics, Germany and the UK. Tune in to learn what these different markets have in common, and what makes them very, very different.
We’ll be discussing:
- The social media trends and formats popular in each market
- Why authenticity matters more than ever
- How market maturity impacts how brands approach influencer marketing
Consumer preferences are a moving target - you really have to work to make sure you’re staying up to date with the latest developments from them. And that’s particularly true for shoppers in the Gen Z and millennial age groups.
We know keeping up with consumers isn’t easy, so Cure Media decided to survey over 1,000 consumers across the UK, focusing on the behaviours and attitudes of Gen Z and millennials to better understand how these groups engage with and relate to social media, and more specifically, influencer marketing.
We’ll be discussing:
- Purchase motivators in the modern marketplace
- Most popular social media platforms among Millennials and Gen Z
- How millennials and Gen Z perceive influencer marketing
With a popular wedding package and a fan list that includes the likes of Doja Cat and Lil Nas X, Taco Bell is a name beloved of all generations but unlike many longstanding brands, they’ve found particular success with the Gen Z-ers. So we wanted to know their secret…
Riding on the high of the return of the Mexican pizza, we spoke to Matt Prince, Senior Manager of Public Relations and Brand Experience at Taco Bell, about how this fast food brand keeps whipping up a social media frenzy for all the right reasons.
We’ll be discussing:
- Why Gen Z are such a powerful audience
- How to cultivate cult loyalty for your brand
- And where user-generated content should factor into your marketing
A lot has happened with influencer marketing over the last few years. Not only has the industry gained bigger budgets and more respect from marketers, but time has also developed the way in which we work within the channel.
In this episode, we’re talking to Emma Lundsten, Head of Operations & Client Success at Cure Media, about the two approaches to influencer marketing that set marketers and brands apart, all to answer the ultimate question: is influencer marketing a branding or performance channel? We’ll also cover what challenges and opportunities each approach comes with as well as why brands and marketers need to avoid focusing on last-click.
We’re talking:
- How brands are using influencer marketing for branding vs performance purposes
- Which approach is the future of influencer marketing and why
- Why marketers need to have a holistic view of influencer marketing
Influencer marketing has changed dramatically since the early days of bloggers and YouTube stars. As calls for diversity and representation increase across channels and mediums, the cookie-cutter image of an influencer is giving way to something broader and more reflective of the world we live in.
Speaking to Natalie Wills, Global Director of Marketing at Zalando, we’re taking a pragmatic look at the challenges brands face in the channel, especially as its scope increases, as well as unpacking some of the biggest issues in the industry right now.
We’re talking:
- How brands can avoid bandwagoning
- What Zalando are doing to ensure fair pay for creators
- The consumer backlash against influencers
In a more progressive marketplace, much valuable discourse is being had around the right to and necessity of broader representation in fashion and its marketing.
So why are so many brands still skipping over models, influencers and even consumers who happen to be 40 or above?
Speaking to fashion stylist and trend-setting influencer Anna Cascarina, Influencer Marketing Talks is unpacking what age inclusion needs to look like for fashion brands, and why it needs to happen now.
Hear about:
- The role influencers can play in broadening brand appeal to 40+ consumers
- How this age bracket compares to their Gen Z counterparts
- What’s holding fashion brands back from being more age-inclusive
Influencer marketing has been around longer than people give it credit for - though in its current form it might look a teensy bit different to how it did in the ‘90s or even earlier. We’re taking a trip down memory lane, looking at the brand collaborations and marketing moments that laid the foundation for influencer marketing as it exists today in all its measurable, strategic glory.
From there we’ll be jumping forward in time for a glimpse at what the future holds for the channel, offering the three trends Cure Media believe will come to define the next era of influencer marketing.
We’re talking about:
- Pop culture moments that set the scene for influencer marketing’s place in the spotlight
- The biggest changes between influencer marketing then and now
- And what comes next in the channel’s evolution
Sustainability is ranking higher and higher on the priority list for marketers, consumers and the human population at large. And for fashion brands, that means taking a hard look at the way they currently manage their supply chain and their business.
But while change is necessary, it might not take the shape you think.
Looking at the next-generation solutions available, we sat down with Nicole Rycroft, Founder and Executive Director of Canopy, a leading environmental not-for-profit, to discuss how Canopy’s work with industry leaders such as H&M, ASOS and Zalando and reshaping the way we think of sustainable fashion.
Find out:
- What innovative actions fashion brands can take to reduce environmental impact
- Why this is a commercial consideration as much as an ethical one
- And how you can get the message of your good work across to shoppers
From their envy-inducing feed posts to their heartwarming community MADEovers, the MADE.com social aesthetic is as iconic as it is individual. And make no mistake - that’s not something that happened by accident.
We invited Lauren Spearman, Head of Consumer Communications and Social at the trendy interiors brand, into the studio to give us a glimpse into what it takes to build a recognisable brand on social media without falling into the cookie-cutter trap, and how brands can nurture relationships with influencers that will help them achieve that.
We’ll look at:
- How to avoid consumer cynicism on social media
- How MADE.com maximises the efficacy of their influencer content
- And how they found their USP in a competitive landscape
As a brand today, it’s important to understand what you’re hoping to achieve within influencer marketing - because from there you can learn which tactics are best suited to your unique offering and goals. Otherwise, you risk not getting the most out of your investment in the channel.
In this episode, Holly and Frida will guide you through the different influencer marketing tactics; the big collaborations, ambassador programs, one-off campaigns, affiliate marketing, gifting, and last but not least, always-on. How do the tactics differ from each other and which ones suit your influencer marketing goals the best?
We’ll cover:
- Why one tactic doesn’t need to replace the other
- The most suitable influencer size for each tactic
- Why you should look at these tactics as a pyramid
For beauty brands to be top-of-mind and reach the ever-changing consumers of Gen Z, they need to have their ears to the ground and learn where this group spends time and what they look for in brands.
To offer the best advice in this area, we invited Berit Sjovik, CEO at MakeupMekka to the podcast studio. MakeupMekka is a Norwegian based beauty brand founded in 2009 that develops and sells their makeup brand online.
In this week’s episode, Berit shares insights on how to reach and attract the Gen Z audience. More specifically, we discuss how brands can turn them into loyal buyers, as well as what content appeals to Gen Z and how to involve them in your product development process. We wrap up with a discussion of how influencer marketing plays into Makeup Mekka’s larger business strategy.
Today’s marketing landscape is constantly updating, and brands need to stay up to date on the most relevant ways to communicate with their audiences in order to stand out from the crowd. With this constant development comes new tactics to leverage on, not only for marketing in general but also for influencer marketing.
In this episode, Sam Foroozesh, CEO & Co-founder at Cure Media will guide you through how to amplify your influencer marketing investment and impact through paid social. More specifically, why brands need to leverage on this tactic, the benefits of peer-to-peer content in a paid social context, and what results it can bring.
We’ll cover:
- What influencer paid social means and the evolution of this tactic
- The benefits of adding paid social to your influencer strategy
- How influencer marketing comes into peer-to-peer marketing
While there are undoubtedly a number of challenges you might face when looking to incorporate influencer marketing into your strategy, one major one comes up time and again: resources. With so many agencies now crowding the market, how can you know which is the right pick for you?
In this podcast episode, we’ll be guiding you through the different influencer marketing approaches out there and help you find the best-fit influencer marketing partner for your goals.
We’ll cover:
- The difference between a full-spec media agency, a PR agency, and an influencer marketing agency
- Three different influencer marketing agencies and their approaches to the channel
- The technical capabilities you should consider before partnering up with an influencer marketing agency
In this episode, we are excited to share insights from one of the top players within the social media and influencer marketing landscape: Missguided. Vicky James, Missguided’s Head of Brand Marketing, reflects on how the fashion brand has become one of the UK’s most popular among Millennial and Gen Z shoppers.
Vicky James also discusses her view on brand-building in an evolving marketing landscape, and what it really means to build a brand in today’s world. We finish up with an enlightening discussion about Missguided’s approach to diversity and inclusivity.
We’ll cover:
- How Missguided attracts Millennials and Gen Z
- The role of influencer marketing at Missguided
- How Missguided measures their branding activities
One of the top influencer marketing trends for 2022 is that Gen Z and Millennials expect brands to be authentic and transparent - and consumers’ demand for authenticity is here to stay. To meet this need, it’s important that brands adopt the right approach and style when trying to connect with their target audience.
In this podcast episode, we’ll focus on the benefits of using peer-to-peer marketing tactics compared to brand-to-peer tactics. More specifically, why Gen Z and Millennials favour P2P, the benefits of this marketing tactic, and how brands can make the most of P2P via influencer marketing.
We’ll cover:
- Why peer-to-peer marketing is more effective than traditional marketing
- How influencer marketing comes into peer-to-peer marketing
- The modern consumer behaviour and how it affect brands
For too long, influencer marketing was a channel shrouded in mystery; traceable ROI was allegedly evasive and audience size was practically the only metric that mattered. While creativity and aesthetic might still reign supreme for most of the market, times have changed and at Cure Media, we look at things a little differently.
In this week’s episode, we invited Babak Faramarzian, Co-founder and Head of Product at Cure Media to sort out what brands need to look for when choosing an influencer marketing platform and what role data and technology have in this growing industry - both today and in the future.
We’ll cover:
- The most common technology approaches to influencer marketing
- How the right technology can help overcome your biggest challenges
- What to ask for when partnering up with a data-driven influencer marketing agency
Spoiler alert: Millennials aren’t kids anymore! They actually range from 25 to 40 years old. So, it comes as no surprise that Millennial parents are an increasingly sought-after audience online.
In this week’s episode, we are proud to present Heli Fleetwood, Marketing Director at Polarn O. Pyret - a leading heritage brand for high-quality childrenswear in the Nordics that has been around since 1976.
To sort out how to successfully reach Millennial parents today, we asked Heli what an established brand like themselves does to stand out from the competition. We also chat about their success in turning new consumers into loyal buyers. Finally, we take on a hot potato in the influencer marketing industry: whether it’s right or wrong for influencers to include their kids in their social posts.
We’ll cover:
- How to communicate about sustainability
- Ways to incorporate influencer generated content in other channels
- How to cut through the noisy marketing landscape
In the beginning of 2021, we predicted five influencer marketing trends that we expected to see more of in the year to come. Now, one year on, we’re looking back to see how good we actually were at predicting the future. No pressure!
In this podcast episode, we will discuss the trends that shaped 2021 and why they mattered. We’ll also introduce you to our latest addition to the podcast, Holly Morran, Marketing Manager for the UK at Cure Media, who will join Frida and Sanna as a host.
We’ll cover:
- The biggest influencer marketing trends of the year just gone
- Content trends that you’ll need to factor in in 2022
- Which tactics will help you stand out from the crowd
This is no ordinary podcast; this is your Cure Media new year podcast! With 2022 just around the corner, we decided to check the temperature on four seriously hot brands in the fashion, lifestyle and beauty industry, to hear their thoughts on what’s been going on in 2021 and their insights on the upcoming year.
Let’s look at the lineup:
- Ronja Zetterqvist, Influencer Team Manager at Lyko
- Petra Stenecker, Global Marketing Director at Babybjörn
- Warner Nickerson, COO at C’est Normal
- Chlöe Gibbions, Influencer Marketing Lead at Simply Be
We’re bringing you interviews with the experts at these world-class brands, and getting to the bottom of some of your biggest questions:
- What’s their biggest learning from 2021?
- What big marketing trend do they think we’ll see more of in 2022?
- And what’s their new year’s resolution - both professional and personal?
All this and more as we round off season two of Influencer Marketing Talks. In the meantime, thanks for coming along for the ride; we’ve loved answering your questions and hearing your thoughts! Keep an eye out on our socials for the launch of season three, coming to you in January 2022.
In recent years, a big shift has taken place with regards to how today’s buyers are consuming media; from sitting planted in front of the TV at 8PM on Friday nights, most of us now prefer being able to choose when we want to engage with content. And media consumption often takes place on social platforms such as Facebook, Instagram and YouTube, instead of through traditional channels.
In this podcast episode, we’re going to focus on the Millennial and Gen Z women, and more specifically, on how marketers that target these audiences can benefit from the latest media consumption trends. We will also take a look at the digital shift that is currently taking place on a global scale.
We’ll also cover:
- The big danger in jumping onto a bandwagon that you’re not truly behind
- How to capitalise on the newest media consumption trends
- Our three best pieces of advice on how to make your brand stand out on social media
75% of consumers say they have bought something following an influencer’s recommendation at least once, but only 14% of brands reported a sales uplift when working with influencers (Cure Media). As you can see, these two answers do not agree with each other.
This is because brands and marketers tend to take the simplest route when it comes to measuring the results of influencer marketing, looking only at the last click. This means that the “last click channel” is given credit for a sale or conversion, no matter where the buyer journey originated or stopped off en route. This approach to ROI analysis is simple but it leaves you blind to which channels are actually driving the best results, which could see you wasting big budgets on the wrong channels.
In this episode, we’re going to walk you through why you cannot measure influencer marketing (or any marketing activity) by relying on the last click, and show you the importance of a holistic approach instead.
Not everyone understands just how much work goes into each and every influencer post. One thing is for sure though - it’s much more than you think! The fact is that a lot of preparation is required: establishing KPIs, identifying the right influencers, and committing to the continuous optimisation the channel requires. And don’t forget the more administrative tasks, such as negotiating prices, and scheduling and reviewing drafts for each individual influencer.
To sort out what you’ll need to bear in mind at each step, we asked Annicka Johansson, Senior Campaign Manager at Cure Media, to share her expertise. Drawing on several years of experience in all things influencer collaborations, Annicka will walk us through what individual tasks contribute to creating the perfect influencer's posts, and offers her best advice for nailing each one.
We’ll also cover:
- Whether influencer marketing is more time consuming than other channels
- How local knowledge and solid relationships play in to the daily work
- And why you can’t measure your results by looking at the last click
Black Friday, Christmas and New Year’s all represent a critical revenue opportunity for retailers; ad spend will increase, social commerce strategies will receive rapid rollouts, and brands will turn to influencers to differentiate their brand in an ever more crowded marketplace. But the question is, why are so many brands missing the mark and how can your influencer strategy set you apart in this crowded marketplace?
In this week’s episode, Sanna Ödmark and Frida Ekholm are going to discuss the busiest shopping days of the year, why so many brands approach them wrong - and of course - give their best advice on how to change their strategies for the better!
We’ll also cover:
- Why the one-off ad has to go
- The two windows of opportunity for brands when these revenue goldmines come around (and which one we recommend!)
- Why building trust and relationships with your audience is key to succeed
In just a few short years, the role of ‘influencer’ has evolved from a quirky side-hustle to a full-time profession for many. With the booming influencer marketing industry, influencers have become modernity’s answer to shopfronts and billboards. To get a glimpse at what this looks like from the influencer’s side, we’ve invited UK beauty influencer Liv Watkins to join this week’s episode.
Liv will shed light on the influencer side of brand collaborations, sharing her best advice on how brands should (and should not) approach influencers as well as how she adapts her content in response to audience reception.
We’ll also cover:
- An influencer’s view on influencer marketing trends for 2022
- How her Instagram following grew from friends and family to 185k
- Why influencers should be considered consultants when working with brands
With the value of online shopping soaring in virtually every country, most fashion brands will be looking to take their business to new heights by expanding into new geographical markets. But while there’s no shortage of success stories, this isn’t a task you’re going to want to approach carelessly. So let’s get to the bottom of what you need to know about bringing your brand into new markets using influencer marketing as your launchpad.
In this week’s podcast episode, Sanna Ödmark and Frida Ekholm will discuss how fashion brands can land in new markets, establish their brands and grow quickly with the help of influencer marketing.
We’ll also be talking about:
- The risks of expanding into a new market and how to avoid falling prey to them
- Strategies for tackling the zero brand awareness issue
- And why local market knowledge is key
Many still associate influencer marketing with fast fashion, but as the channel has evolved we have seen that it is actually a strong platform for a wide range of products. Ultimately, it all comes down to where your target audience can be reached and how they want to be communicated with - and that’s true regardless of whether you’re promoting fast fashion, social causes, or - as we’re going to talk about in this episode - the high-end fashion segment.
To unpack this with us, we have Phoebe Locke in the studio. Phoebe is an Influencer Marketing Executive at FARFETCH, the world’s leading retail platform for the luxury fashion industry. In this episode, Phoebe shares her thoughts on the role of influencer marketing in today’s competitive retail landscape, and offers insights into the ways she thinks influencer marketing differs in the luxury sector compared to fast-fashion.
We’ll also be talking about:
- Why the fashion industry needs to change their perception of influencer marketing
- The case for a long-term approach to influencer marketing
- What brands should consider to appeal to the Gen Z audience
The Gen Z and millennial female audience’s top source for finding products to purchase is influencers’ posts on social media. The current consumer behaviour shift is huge for the influencer marketing industry. A change in shopping habits like this means that consumers are relying on influencers to a greater extent than ever before - to offer inspiration and to help them navigate the eCommerce jungle.
This fact alone is argument enough to scale up your influencer marketing. But together with the knowledge that we are spending more time on social media plus the emerging shift from traditional retail to eCommerce to social commerce - it’s impossible to dismiss influencer marketing as a campaign-based silo channel. Instead, you have to incorporate it into your overall marketing strategy, just like you would your other marketing channels.
In this week’s episode we got Julia Arheden, Client Manager at Cure Media with us to share her expertise on why you’re risking more by doing less when working with influencer marketing.
We’ll be talking about:
- Risks of working at a small-scale with influencer marketing
- The consumer behaviour shift and what it means for brands
- How to stand out from the crowd with influencer marketing
Today's consumers are putting pressure on brands to take a stand on important social issues. With social media being a prime channel for communication among consumers, brands and influencers - this is a quickly emerging trend that brands need to pay attention to. Especially so within influencer marketing. But how do you approach this delicately as a brand?
In this week's episode, we have Neve Fear-Smith from Talking Influence - one of the thought leading B2B publications which covers topics surrounding the influencer marketing industry.
At Talking Influence, Neve is covering emerging industry topics and making sure industry professionals are keeping up-to-date with the latest insights. Today, Neve is with us in the studio to share her advice around cause-led influencer marketing.
We’ll be talking about:
- Best practice example of cause-led influencer marketing
- How brands should approach social causes
- What makes a successful cause-led collaboration
From Instagram’s industry-shaking video-first strategy shift, to the gradual emergence from lockdown, 2021 has been a transformative year for influencer marketing. But there’s no time to dwell on the past. Let’s get to the bottom of the biggest question on everyone’s lips right now: What comes next?
With Frida Ekholm in the studio this week we have Holly Morran, UK Marketing Manager at Cure Media. Together they will give you the influencer marketing trends update for 2022; walking you through emerging behavioral trends from consumers, social platform changes you’ll need to be ready for, and of course - the influencer marketing tactics you’ll need in play to succeed.
We’ll be talking about:
- Consumer behavior trends and how they affect fashion brands
- 3 keys to a successful influencer marketing strategy 2022
- Social platform opportunities you should hop onto
Why do so many still think that TikTok is all about dancing kids? What are really the differences between TikTok and Instagram, and what should brands do to keep track of all new and emerging trends and tactics in the online sphere?
In this week’s episode we have Emma Ryan, the UK-based Founder & CEO at ELRY - the talent management agency that specializes in everything influencer, social and communications. In addition to being a true TikTok expert, Emma has many years of experience from working at fashion and retail brands such as Boohoo and Lookfantastic and she will share her view on today’s evolving marketing landscape and what emerging trends brands need to be aware of.
We’ll be talking about:
- Different ways in which the industry has changed and evolved after Covid-19
- TikTok vs Instagram: Similarities and differences?
- The biggest (and most tiresome!) TikTok misconceptions
They are born digital and grow at a rapid pace, winning both market shares and the love of their target audience. Of course, we’re talking about digital native rockets! But what do CEO’s, CMO’s and investors at digital native brands have to say about their success? We have been doing the research for you!
In this podcast episode, Sanna and Frida are going to walk you through 6 key things that digital native brands do just right when it comes to connecting with their audience in the digital age. Things that more traditional brands should study and learn from, to keep up with the changing needs and wants of today’s consumers.
We’ll be talking about:
- How to elevate your traditional marketing strategies
- Why trust is key for todays and tomorrow's consumers
- What a value-based approach to marketing means for brands and consumers
Kappahl was founded back in 1953 and is today one of Scandinavia's largest fashion retailers with hundreds of stores and thousands of employees. During the pandemic, Kappahl was one of the few companies that managed to maintain roughly the same profitability, even with decreased sales - and the future looks bright.
In this week’s podcast episode, we got the chance to sit down and talk to the company’s CEO, Elisabeth Peregi, about how they managed to cope with the pandemic with such good bottom-line results, what she thinks it will take from retailers to stay competitive in the new retail landscape, and how brands need to adapt to changed consumer behaviours in order to stay relevant. You’ll also get to hear about the company’s ongoing transformation and expansion journey - how do you move a brand from the traditional retail scene to stay competitive and at the forefront also in the online space?
We’ll be talking about:
- How retail brands can stay competitive in the online space
- New consumer behaviours and how brands should adapt
- The company’s transformation journey
In today’s competitive, low-trust marketplace, working with influencers is basically a non-negotiable. But while it might look simple enough from the outside, the influencer marketing casebook is rife with mistakes.
In the latest episode of our weekly podcast, we’re looking at three of the most common mistakes we see brands making in their influencer collaborations. More importantly, we’ll be letting you in on our golden rules for avoiding them.
We’ll be talking about:
- Why an always-on approach is a must
- How data can level up your influencer outcomes
- Why a holistic understanding of influencer marketing is imperative
In recent years, Cellbes has been going through an extensive transformation journey, moving from being a leader within catalogue retail to becoming a full-fledged e-commerce company.
In this podcast episode, Sanna Ödmark talks to Kristina Hermansson, CCO at Cellbes about this transformation journey, how Cellbes work with diversity and inclusivity as two integral parts of their business, and how they use social media and influencers to reach and attract their audience, which has slightly more life experience than the Gen Zs and Millennials.
We’ll talk about:
- The importance of always putting the customer first and adapting the communication based on their needs and wants
- Why content is an important outcome from their collaborations
- How Cellbes managed to reach new customers with influencer marketing - and increase their number of Instagram followers with 100%!
Weighing up whether you should handle influencer marketing in-house, or partner with a specialist agency? Tune it to our first episode back for season two, where we'll be helping you determine which approach would work best for your brand.
Bringing a third option to the table, we'll map out the different routes you can take and the pros and cons of each so that you can make an informed decision on what your next steps should be, and which ones will lead you to your goals.
We’ll be taking a look at:
- When you need to partner with an influencer marketing agency
- What you need to have in place when managing influencer marketing in-house
- How to find the right approach for your brand
This is not just your ordinary marketing podcast; this is a Cure Media summer special podcast! With summer just around the corner, we’re checking the temperatures on four of the hottest brands in the fashion and beauty industry. Proudly presenting: Adidas, CAIA Cosmetics, Skincity and Chimi Eyewear!
Let’s look at the lineup:
- Redwaan Hossain, Brand Communication Manager at Adidas
- Dilnaz Gemici, Influencer Marketing Manager at CAIA Cosmetics
- Charlotte Larsson, Head of PR and influencer marketing at Skincity
- Daniel Djurdjevic, CEO & Co-founder at Chimi, Eyewear
We’re bringing you interviews with the experts at these world-class brands, and getting to the bottom of some of your biggest questions:
- What three things would you say are paramount if you want to stand out from the crowd?
- What is the biggest challenge facing marketing and influencer marketing today?
- What’s your best advice to other marketers out there hoping to emulate your success?
All this and more as we round off season one of our podcast. In the meantime, thanks for coming along for the ride; we’ve loved answering your questions and hearing your thoughts! Keep an eye out on our socials for the launch of season two, coming to you this August.
Right now social media live streaming is really taking off and when social media apps like Instagram, Twitter, LinkedIn, Facebook integrated live video to their platforms it has only increased in popularity. No surprise as people have always liked the live format - it’s something captivating about watching something as it happens and not afterwards.
Even though live streams on social media is a fairly new phenomenon, more and more brands are now starting to adjust their social media strategies, and influencer marketing strategies accordingly.
In this week’s episode, we’ll walk you through live streams on social media with influencers and why this is a great idea for fashion brands to do. We also asked our in-house experts, who know everything there is to know about live streams on social media with influencers, about their best advice!
You’ll hear about:
- 3 reasons why fashion brands should go live on social media with influencers.
- Expert’s best advice before, during and after your live stream.
- How to maximize the results from your live stream.
Measuring influencer marketing is rated as one of the top challenges among marketers today. One of the main reasons is that many brands only measure the direct results and therefore miss out on the big picture - in other words, how influencer marketing affects other channels.
To understand what effect influencer marketing has on your overall performance, you need to look beyond the direct results - and this is something that Sebastian Jansson, Influencer Marketing Manager at LensWay Group, knows a lot about. In this week’s episode, we invited him to the studio to talk about why they decided to implement influencer marketing as part of their marketing mix, how they use influencers to change habitual behaviours among their target audience, and how they measure the success - beyond the direct results and the last-click reports.
You’ll hear about:
- How influencer marketing has changed over the last 5 years
- Why you should incorporate UGC and influencer content into your social strategy
- How you avoid measuring influencer marketing in a silo
About LensWay Group and Sebastian Jansson:
LensWay was founded in 2000 and is the market leader in online lens and eyewear sales in the Nordic region. They’re on a mission to revolutionize the entire optics market and to change the way people shop eyewear - from the physical stores to the online space.
Sebastian Jansson is their Influencer Marketing Manager and he has extensive knowledge of influencer marketing and social media from +7 years in the industry.
Today, a social media presence is a need-to-have rather than a nice-to-have. With the changing consumer behaviour for generations like Millennials and Gen Z, it’s getting increasingly important for fashion brands to have a profound social media strategy in order to keep up with the digital transformation and the fast-growing digital-native brands.
To gain an understanding of what different social media marketing tactics there are out there and how fashion brands benefit from them, we invited Emily Sun, Campaign Manager at Cure Media to this week’s episode.
You’ll hear about:
- The different organic and paid social media tactics
- Ways to effectively reach Millennials and Gen Z on social media
- How fashion brands can benefit from the different social media tactics
About Emily Sun:
Emily works as a Campaign Manager at Cure Media and is responsible for our collaborations in Australia and the UK, with her base at the office in London, UK. Emily is a communications wizard with special expertise in influencer marketing, public relations and social media marketing tactics. Over the years, she has accumulated extensive experience and knowledge about how the different social media tactics can support fashion brands and marketers in succeeding with reaching their audience on social media.
NA-KD is one of the fastest growing companies in Europe. Since 2015, they have truly been showcasing themselves as one of the leaders in fashion and e-commerce, and of course we got curious: what has been their key to success across so many different markets in such a short time?
To get answers to our questions, we invited Oscar von Konow to this week’s episode. Oscar is the COO, Deputy CEO, and also one of the company’s co-founders - a man of many hats! We talk about their key strategies to cut through the noise in a crowded market place and how they have managed to grow and become so successful in so many different markets - both from a marketing and business perspective.
You’ll also hear about:
- Challenges & success factors to ensure continuous business success on every market
- Localisation - how much do you need to adapt to each market?
- Oscar’s best advice to other retail brands who want to successfully enter and grow internationally
Finding out which influencers are right for your brand and target audience can be a challenge - we know. When looking for influencers to collaborate with, data and human expertise are the keys to success.
To gain an understanding of what’s important to keep in mind when looking for influencers to collaborate with as a fashion brand, Sanna and Frida will share their best tips and advice on how to find the right ones for your brand with the help of four aspects.
We discuss topics such as:
- Why you always need to put your target audience first
- How to find influencers that are a good brand fit
- Why fewer followers can generate better results
437 is a fast-growing swimwear and apparel brand based out of Toronto, Canada. Founded in 2017 by the two best friends Hyla Nayeri and Adrien Bettio, their goal is to create swimwear that allows women everywhere to feel their most confident and beautiful while never passing up a good snack.
In this week’s episode, we invited Sophie Coleman, Marketing Director at 437 to the podcast studio to talk about how to break into the apparel market as a relatively new fashion brand. We also discuss the essence of building and nurturing a strong brand community on social media and how 437 successfully mixes big and famous celebrity influencers with micro and nano influencers using the so-called influencer U curve.
We also discuss topics such as:
- Ways to engage your customers and make them feel involved
- Why social media platforms are the new focus groups to get to know your audience
- The biggest swimwear trends for summer 2021!
Influencer marketing is a relatively young channel that is constantly evolving, and this is most likely one of the reasons why there are so many misconceptions about the channel. But the fact is that the channel doesn't look the same today as it did just a couple of years ago - and many old truths about influencer marketing as a marketing channel are therefore lingering around.
In this week’s episode, Sanna Ödmark and Frida Ekholm take a closer look at 7 long-lived myths about influencer marketing and once and for all debunk them with the truth.
We also cover topics such as:
- How you make your influencer marketing collaborations trustworthy and credible
- Why a detailed brief is essential for every influencer collaboration
- The time and resources required for an influencer collaboration
Ellos is a leading e-commerce brand for fashion and home furnishing in the Nordic market. It's also one of the companies that work most actively with influencer marketing in Sweden, in terms of number of Instagram collaborations every month.
In this week’s episode, Sanna Ödmark talks to Delli Holmblad, Digital Communications Manager at Ellos, about how they have built their profound influencer marketing strategy and what role the channel has come to play in their media mix.
We also cover topics such as:
- How to build an always-on strategy for influencer marketing
- Working with influencers both as a branding and sales channel
- Key success factors for making influencer marketing a successful ROI channel
About Delli Holmblad:
Delli Holmblad is the Digital Communications Manager at Ellos Group - a leading e-commerce brand for fashion and home furnishing in the Nordic market. She has +10 years of experience working with marketing and communications as well as extensive knowledge of influencer marketing.
In this week’s episode, Frida Ekholm talks to a person that has more experience than many others on how to succeed with influencer marketing - Kristian Melå, Co-founder at Cure Media.
We talk about the value of having a data-driven influencer marketing strategy in place - how will it help you achieve the company’s overall goals and what do you need to get started? Kristian also walks us through the common question “How do I know which influencer is right for my brand?” - and why this is only one piece of the puzzle when it comes to having a data-driven approach to influencer marketing.
We also cover topics such as:
- Why a data-driven approach works best when you have an always-on approach
- How to identify which influencers that have historically performed well
- What data that is important when it comes to analysing and follow-up
About Kristian:
Kristian is one of the Co-founder of Cure Media and has worked with influencer marketing since 2014. With 7+ years of experience within influencer marketing he is probably one of the people that has the most experience in the industry and its positive impact for fashion brands. The knowledge he has gained over the years combined with a modern approach to the influencer marketing - he definitely has an expertise perspective.
- PART 2 *
In this week’s double episode, Sanna Ödmark talks to a true topic expert when it comes to the science of social media and influencer marketing - Jonas Colliander, Associate Professor at the Center for Retailing at Stockholm School of Economics, who has spent many years researching these topics.
We talk about influencer marketing from a scientific perspective and go all the way back to the roots of consumption and influence - what factors drive consumers to make purchase decisions and how do they choose which messages they listen to? Jonas also walks us through the evolution of influencer marketing and explains how brands can use this marketing channel to cut through the noise.
We also cover topics such as:
- The fundamental principles of influence
- Why we are so affected by influencers - even though we know it’s paid collaborations
- Observations on the future of influencer marketing
About Jonas Colliander
Jonas Colliander is an Associate Professor at the Center for Retailing at Stockholm School of Economics and his studies are focused on social media. What is it that shapes our views of social media, how should companies treat this phenomenon for marketing purposes, and how do consumers respond to marketing through these channels? Since joining the Center for Retailing he’s also continuously investigating the link between social media and e-commerce.
Besides his research, Jonas is teaching regularly at The Stockholm School of Economics in BSc courses in market research and marketing communications as well as lecturing and consulting for companies both in Sweden and internationally.
PART 1
In this week’s double episode, Sanna Ödmark talks to a true topic expert when it comes to the science of social media and influencer marketing - Jonas Colliander, Associate Professor at the Center for Retailing at Stockholm School of Economics, who has spent many years researching these topics.
We talk about influencer marketing from a scientific perspective and go all the way back to the roots of consumption and influence - what factors drive consumers to make purchase decisions and how do they choose which messages they listen to? Jonas also walks us through the evolution of influencer marketing and explains how brands can use this marketing channel to cut through the noise.
We also cover topics such as:
- The fundamental principles of influence
- Why we are so affected by influencers - even though we know it’s paid collaborations
- Observations on the future of influencer marketing
About Jonas Colliander
Jonas Colliander is an Associate Professor at the Center for Retailing at Stockholm School of Economics and his studies are focused on social media. What is it that shapes our views of social media, how should companies treat this phenomenon for marketing purposes, and how do consumers respond to marketing through these channels? Since joining the Center for Retailing he’s also continuously investigating the link between social media and e-commerce.
Besides his research, Jonas is teaching regularly at The Stockholm School of Economics in BSc courses in market research and marketing communications as well as lecturing and consulting for companies both in Sweden and internationally.
There’s a big shift happening in the online shopping sphere - social commerce. By making it possible for people to shop directly from social media platforms without visiting a third-party website, social commerce is definitely changing the way we shop online at a rapid speed.
Instagram is one of the social platforms that has taken the lead on developing social shopping features and created a one-stop shop that takes consumers from inspiration to check-out. With features like Checkout, Live shopping and Shopping from Creators, the popular platform opens up endless creative opportunities for brands to reach their target audience and increase sales.
We cover topics such as:
- What drives consumers to a purchase today?
- Why you need to have a social commerce strategy?
- What opportunities are there for brands to sell on the Instagram?
The newest consumer generation - Gen Z - is upturning retailers’ expectations and lately we’ve seen a huge shift in marketing focus towards this emerging group. The question is; what can brands do in order to capture this generation’s attention, and what ways are there for brands to connect with these digital natives?
In this week’s episode, Sanna Ödmark talks to a true topic expert - Janice Cheng, Brand Manager at Blume, who really knows how to master the art of marketing to Gen Z on social media platforms.
We cover topics such as:
- What brands need to know about Gen Z
- How Blume works with UGC across all their channels
- How TikTok and Clubhouse can help you to keep up with Gen Z and the culture
About Janice Cheng:
Janice is the Brand Manager at Blume - a fast-growing cohesive line of clean skin, body and period care. You can read more about Blume in Teen Vogue, PopSugar and Forbes. Based in Vancouver, Canada, Janice's day to day ranges between managing brand partnerships, social strategy and copywriting. She loves learning from their tight knit Gen Z community, viewing them as the trend setting, change making generation of today.
Relationships have always played an important part in human evolution. Trust and relationships with other people make us feel safe. With this, it makes sense to turn to someone you have a relationship with - regardless of the situation.
The relationship a customer has with a brand today is similar to any other relationship. It has to be nurtured and a two-way communication to work. As influencer marketing is built on the strengths of relationships, it can help brands improve customer relationships in many different ways.
In this episode, Frida Ekholm talks to Julia Arheden, Client Manager at Cure Media, about how influencer marketing can help improve customer relations and why it is critical to know how to communicate with your customers.
We also cover topics such as:
- How the best-in-class companies work with customer relations
- What's important to have in mind when building relationships with millennials and Gen Z
- Tips on how to improve customer relationships with influencer marketing
About Julia Arheden:
Julia is a Client Manager at Cure Media and has several years of experience working within influencer marketing for fashion brands. Over the years, she has accumulated extensive experience and knowledge about how influencer marketing can support fashion brands and marketers in improving the overall media mix and reaching their goals. By meeting a lot of marketers, she knows that there are a few challenges that many of them face, and one of them is improving customer relationships.
How do you create a differentiated brand position in the online realm, when more and more brands are entering the digital space? Stronger is one of the fastest growing digital native brands in Sweden and in this week’s episode, Sanna Ödmark talks to Matilda Lönn, Head of Influencer Marketing at Stronger, about their keys to success.
Tune in and learn more about how Stronger works with social media and influencer marketing to build a strong brand community among their target audience, and also, how they’ve managed to build top of mind awareness in a competitive marketplace.
We also cover topics such as:
- The value of leveraging user-generated content (UGC) to connect with your audience
- Why picture perfect Instagram feeds are no longer to strive for
- Tips on how to succeed with influencer marketing today and in the future
About Matilda Lönn:
Matilda Lönn is the Head of Influencer Marketing at Stronger, a leading Swedish activewear brand that sells products through global e-commerce. Matilda has more than 5 years experience from working with influencer marketing at two of the fastest growing digital native brands in Sweden, at the forefront of the industry. Over the years, she has accumulated extensive experience and knowledge about how companies should work with influencers in order to increase brand awareness in a genuine and relevant way, and thereby increase sales and customer satisfaction.
The average western consumer is exposed to around 3000 commercial messages every day. How do you make sure your brand is top of mind when it's time for a purchase decision? By working always-on!
It’s like going to the gym one single time won’t give you big muscles, and advertising your brand only for a week won’t make people remember you in the long run. In the same way, if you want your influencer marketing to generate long-term results, you need to have an always-on approach.
In this podcast episode, we’ll walk you through four main reasons why we think ‘always-on’ should be at the heart of every influencer marketing strategy.
The pandemic has changed the world as we know it and in uncertain times, and when we need to adapt to a new normality, it is more important than ever for businesses to focus on long-term brand building activities, to manage to stand out from the crowd and win the online war in terms of market share and profits.
In this week’s episode, Sanna Ödmark talks to the awarded author, speaker and researcher Erik Modig about why rethinking and evaluating your brand is more important than ever, how brands find the right balance between long-term strategic brand building and tactical sales activations, and why you should never waste a good crisis.
We cover topics such as:
- What key things do B2C brands need to consider when it comes to brand building activities in a digital world?
- What should e-commerce brands do to stand out in the crowded online space?
- How can brands find the right balance between long-term strategic brand building and tactical short-term activations?
About Erik Modig:
Erik Modig is a researcher at the Center for Consumer Marketing at Stockholm School of Economics. He's also an awarded author and a demanded speaker at organizations and conferences, where he holds lectures within his field of research. Erik’s research focuses on advertising and how the consumer psychology of communication, branding and creativity affect business growth.
What are B2C marketers' perspectives on the state of influencer marketing in 2021?
It’s finally here! Our annual brand survey on the State of Influencer Marketing 2021 which covers trends, challenges and future investments in influencer marketing to gather brands’ and marketers’ perspectives on the state of the industry in 2021.
In this episode, Frida and Sanna will focus on eight key findings from the report, all based on the answers from B2C brands in Europe, as well as on findings from previous research. You will learn about how marketers plan to invest in the channel in 2021, the most popular marketing channels as well as top challenges and goals with overall marketing activities and influencer marketing.
If you want to deep-dive into further findings and trends, we recommend you to check out the written report as well: https://www.curemedia.com/portfolio-items/report-state-of-influencer-marketing-2021/
One of the biggest challenges for today’s CMOs is to understand how and where to invest their marketing budgets - which channels, formats and messaging types contribute the most and how should you balance the money and resources between the different channels and activities in the marketing mix?
In a digital world, where we have tremendous amounts of data at hand, many brands have focused a lot on short term sales activations that lead to immediate wins. In an increasingly competitive market, however, this makes it harder to grow and increase profit in the long term. To succeed over the long term, brands need to continue putting much focus on building a strong brand - and in this episode, about marketing mix modeling with Christopher Engman, you’ll learn why.
We also cover topics such as:
- How marketing mix modeling can help you optimize the marketing mix
- The most important concepts of marketing mix modeling
- Why you should never measure marketing ROI channel by channel
About Christopher Engman
Christopher Engman is a global entrepreneur, investor, author and expert in driving rapid revenue growth. In his most recent book about Megadeals, which he wrote together with J. Åberg, the authors combine insights from years of marketing and sales experience with more than 100 Fortune 500 companies to propose a set of hypotheses and provide a powerful formula for brands to realize long-term success. Christopher is also a frequently hired speaker in marketing and sales and has written a book about forecasting of the Swedish state budget.
Micro influencer: Small, but mighty!
Since years, they have been on marketers lips and many brands have already shifted their focus from celebrity influencers with millions of followers to these smaller micro influencers. But still, many wonders; What's the power of micro influencers?
In this episode, Sanna and Frida will walk you through how micro influencers differ from bigger influencers, why their close relationship with their followers results in high engagement and credibility, and of course, how you as a brand can use this as an advantage.
2020 was the year when we stopped talking about social detoxing and instead increased our time on social media more than ever to seek inspiration, information, entertainment and to socialize with friends, family and the online community.
In this week’s episode, Sanna Ödmark talks to Hanaw Rashid about the important, even life-saving role that social media plays today, and what brands need to consider to succeed with their social media strategies in 2021.
We cover topics such as:
- Why do we turn to social platforms?
- What type of content do consumers want to see on social media in 2021?
- The big shifts that are currently taking place on the social platforms
Hanaw Rashid is a digital strategist and social media maverick with more than ten years of experience from working with digital communications. Thanks to her expertise within the digital field, Hanaw is an experienced speaker and appears frequently in the media, for example in Swedish morning shows (e.g. TV4 Nyhetsmorgon) and on Swedish Radio. She’s also a frequent guest lecturer at Berg’s School of Communication.
Millennials: the hardest-to-reach generation? They demand relevant marketing, are positive about the internet and want brands to have a meaningful purpose. Also, they constitute more than one-quarter of the world population.
Millennials are the change makers and the consumers of today and tomorrow - so as a brand, it’s critical that you shift your focus to this generation and learn who they are and what they want in terms of marketing and communications. Because when marketing to millennials - you need to do it right!
In this episode, we’ll walk you through who is defined as millennial and what distinguishes them from other generations, their social media behaviors and what is important to think about when marketing to millennials.
One of the biggest challenges marketers face today is understanding the role of influencer marketing in the media mix and on the consumer journey.
Recognize yourself? You’re not alone!
In this episode, we are joined by Emma Lundsten, Global Head of Operations & Customer Success at Cure Media. Emma is responsible for creating strategies and frameworks for our clients. She also manages our operations team that executes collaborations together with customers and influencers on a day-to-day basis.
In this episode we address some of your burning questions, including how influencer marketing fits into the overall media mix, and what role the channel plays in relation to the consumer journey and other media channels.
Imagine stepping five years into the future...
… this is exactly what we all did in 2020. Covid-19 accelerated the digital eCommerce shift from shopping in physical stores to digital shopping by five years. With this, consumers’ perception of what’s important and meaningful have shifted, and as priorities have started to change, so has the social media landscape and our consumption behavior.
The question now is, what key influencer marketing trends will shape 2021? In this episode we’ll talk about what is happening on social platforms right now and what that means in the context of influencer marketing.
Learn how Instagram is turning into a social shopping platform and what it means for brands; why consumers want more authentic and unfiltered content, and why you need to prioritize an always-on approach over campaign-based one-offs.
“What do the brands that succeed with influencer marketing have in common?”
That’s a question we get a lot. Of course there is no ‘one size fits all’ recipe for success, but from our experience there are five key factors that successful brands have in common.
In this episode we’re going through 5 keys to successful influencer marketing - what do you need to have in place and why? You will learn why the focus needs to be on your target audience and not the influencer, how to make your brand top-of-mind in your audience, and why data is your best friend.
What is influencer marketing and why does it matter for marketers?
It does matter - a lot. In recent years, influencer marketing has gone from being a comparatively unknown and untested channel to a media that more and more brands see as a natural part of the media mix.
It is both the oldest and the newest marketing channel at the same time. But even though it has been around for as long as humans have existed it has not always been getting the attention it deserves. But times have changed - and we’re moving fast! As a marketer today you need to keep a close eye on this development.
In this episode we’re discussing the evolution of influencer marketing - how did it all start and what does it look like today? You will learn why the channel is so effective in modern marketing, how the execution has changed over the years and why we trust people more than brands.
Welcome to Influencer Marketing Talks, your weekly 15 minute podcast to understand more about influencer marketing and why it’s such a powerful channel when it comes to building trust in your target audience.
Each week Sanna Ödmark and Frida Ekholm from Cure Media cover topics around digital and social media to help you take your marketing strategy to the next level. They will also be chatting on the regular with thought leaders and industry experts.
The podcast is brought to you by Cure Media, the leading influencer marketing company for fashion brands.