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