Inside the Creator Economy

Millennials are Parents Now! Here’s How You Reach Them

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 

Predicting the Future of Influencer Marketing; Did We Get It Right?

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

New Year’s Edition featuring Lyko, Simply Be, Babybjörn and C’est Normal

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.

The 3 Biggest Media Consumption Trends 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

Last-Click Attribution is a Lie - Here‘s Why

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.

Revealing the Work Behind an Influencer Post

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

Why Many Brands Get Black Friday Wrong (and How to Do It Right!)

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

A Top Influencer’s Guide to Collaborations w/ Liv Watkins @livvrh

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

How to Expand into New Markets with Influencer Marketing

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

Influencer Marketing for Fashion Brands w/ Phoebe Locke @FARFETCH

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