Influencer Marketing Talks

Succeeding with Influencer Marketing for a Service w/ DHL Express

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

Marketing to Gen Z: A 2023 Guide

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

Making a Mark in a Challenging Economy: Learnings from an NGO

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 

Harness the Power of 360° Influencer Marketing

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.

Unlocking the Keys to Success in the Beauty Industry with Boots

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 

Preference Marketing: the Missing Piece of the Puzzle

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 

Maximising Performance Marketing ROI With Influencer Content

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.

Preference: The Secret to a Profitable Marketing Mix

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

The Link Between Diversity, Inclusion 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

The New Year Special ft. Maja Lindelöf, Sanne Josefson & Emil Holmqvist

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