Influencer Marketing Talks

Influencer Marketing: A Branding or Performance Channel?

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 Success: The Zalando Perspective

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

Age Inclusion: Is Fashion Missing a Valuable Market?

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

The Past, Present and Future of Influencer Marketing

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

Sustainable Fashion: The 2022 Playbook

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

Brand Building with Influencer Marketing: The MADE.com Approach

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

Are You Using the Wrong Tactics for Your Influencer Marketing Goals?

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 

Reaching Gen Z: 4 Top Tips for Beauty Brands by MakeupMekka

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.

Amplify Your Influencer Marketing with Paid Social

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 

 

Find Your Best Fit Influencer Marketing Partner

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