Influencer Marketing Talks

How AI and ChatGPT are Transforming Consumer Behaviour

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 

Report: Exploring the Impact of Preference for Fashion Brands

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

What’s Hot and What’s Not from a Gen Z

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 

The Kardashian Effect: The Secrets to Creating a Big Buzz Around Your Products

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

Kjersti Hobøl: The Superwoman of Norwegian Business on How to Turn Crisis Into Success

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

Byron Sharp on How Brands Grow: Unlocking Today’s Marketing Strategies

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

Influencer Marketing Success: Tips & Tricks From a Long-Time Beauty Pioneer

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 

Beyond the Brief: The Power of High-Quality Content in Influencer Collaborations w/ Maya Parnevik

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. 

 

Convincing the Board: Why Influencer Marketing is Crucial

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

What Brands Need to Know About Millennials

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…

1. Which social platforms millennials prefer the most 
2. The importance of peer-to-peer marketing
3. Why millennials value brands that represent diversity and inclusion