In this episode, we're joined by Søren Mohr, Nordic Media, Digital and AI Manager at Nestlé, who shares his insights on seamlessly integrating AI into marketing frameworks. Discover the strategic roadmap for AI adoption, from securing executive endorsement to fostering a culture of innovation and adaptability within your teams. We'll explore practical strategies to leverage AI for enhanced creativity and efficiency in marketing, ensuring your organization stays ahead of the digital curve. Uncover the potential of AI to transform your marketing operations and drive unparalleled growth. For more info, please reach out to Søren Mohr: https://www.linkedin.com/in/sorenmohr/

In this week’s episode, we delve into the pivotal concept of active attention in marketing, emphasizing its role in not just capturing, but also connecting with audiences amidst the relentless digital noise. Kristian Melå, Co-founder of Cure Media with a decade of experience in influencer marketing, shares his invaluable insights. In our discussion, we uncover: What active attention means for marketers and why it matters. Strategies to create campaigns that capture and hold consumer attention beyond the crucial first few seconds. The impact of platform choice on maintaining active attention, with a focus on the differences between traditional and digital media. Kristian offers practical advice for marketers to engage audiences effectively in a content-saturated digital world.

In this podcast episode, we will dive into the transformative world of pharmacy retail with a spotlight on Kronans Apotek, a leader in the Swedish pharmacy market together with Anja Fahlström, Digital Marketing Manager and Jennifer Kovacs, Head of Digital Activations. We’ll explore the booming e-commerce growth within the beauty segment, the evolution of pharmacies beyond traditional boundaries, and how Kronans Apotek is innovating in response to changing consumer behaviors. Plus, we'll uncover the role of influencer marketing in their strategy and the impacts seen from the channel.

In this week's episode, Frida sit down with Julia Arheden, a strategist with over five years in the influencer marketing field, currently leading strategy for Cure Media's major clients. Julia brings her deep industry knowledge to the table, offering invaluable tips on refining your influencer marketing strategy to meet the evolving demands of consumers. You will also learn: The often-overlooked factors critical for a successful influencer marketing strategy The essentials of content creation in today's high-expectation consumer landscape Julia's perspective on the latest trends and how brands can tap into these movements to enhance their marketing efforts.

In this week's episode, we're joined by digital marketing expert Sara Öhman, who brings her insights into leveraging AI for brand communication through digital and social media. We'll cover the latest developments in AI across various media, discuss essential AI tools for businesses and individuals in 2024, and examine AI's evolving role on social platforms like TikTok and Instagram. Sara will also shed light on under-explored yet significant AI applications worth investigating. Key topics include: The progress of AI in enhancing text, images, videos, and audio Must-have AI tools for 2024 Future potentials and lesser-known applications of AI in digital marketing

In this week's episode, we're joined by Lucy Maguire, Senior Trends Editor at Vogue Business, for an in-depth look at 2023's fashion highlights and a sneak peek into the trends of 2024. How are luxury brands mastering innovative marketing in both the digital and physical realms? Lucy, leveraging her expert insight, reveals the most striking trends and marketing strategies that have resonated with Gen Z and Millennials in the constantly evolving economic landscape, sharing both key learnings and future projections. In this episode, you'll discover: The rising impact of influencer marketing and and its applications across industries. What to expect as the top fashion trend in 2024. How luxury fashion marketing is adapting to Gen Z and Millennial preferences.

In this week's engaging episode, we're joined by Viktoria Nilsson, the Marketing Coordinator at Normal - the retail giant known for shaking up the European market with their affordable range of essentials. With 566 stores and a remarkable TikTok presence that has captured the hearts of Gen Z, Normal stands out as a brand that's mastered the art of social engagement without a traditional e-commerce approach. Hear Viktoria share the inside scoop on how Normal became a beloved brand among the youth and how they plan to stay on the forefront of consumer marketing trends as we approach 2024. You’ll also hear about: How Normal's staff helped the brand become a hit on TikTok. The ways Normal keeps Gen Z shoppers interested and active on social media. Normal's ability to quickly recognize trending products and make them available in their stores.

In this week’s episode, we're thrilled to have Niklas Bondesson, an Associate Professor of Marketing at Stockholm University and a strategic advisor at NoA Consulting, join us. Get ready as we delve into the recently released report "Communication that makes an impact! 2023" and explore three of the key findings with Niklas. We'll discuss how these insights can shape brands' strategic planning for the upcoming year, helping them create the ultimate media mix to stand out from the crowd. Plus, we'll uncover what Niklas thinks is the most surprising discovery and which areas he's eager to explore as a next step. Plus: The ideal number of channels for your media mix to maximise impact Achieving the perfect equilibrium between branding and sales activations The power of creativity and long-term strategies

Join us in this episode as we uncover L'Oréal's successful journey with Rebecca Eliasson, their Group Head of Advocacy. Curious about their strategy in the dynamic beauty realm? Or their recipe for captivating Gen Z's heart? Step inside the universe of data-savvy beauty marketing, see why brands like CeraVe are Gen Z's favorites, and get some expert tips on how to keep up with the ever-changing social media wave. All in a crisp 15 minutes! You’ll also learn: The nuances of turning data into actionable insights Innovative strategies to always be a step ahead in the beauty industry How top brands pinpoint and harness emerging trends on social media platforms

Prepare to rethink your social media strategy and unearth innovative ways to engage your audience! In this episode, we peel back the curtain on the ever-evolving world of social media, highlighting the trends that will shape 2024 and beyond. Join Frida Ekholm and Sanna Ödmark on this 15 minute episode as we go through what's hot, what's not, and how brands can stay ahead of the game. You will learn: How photos are making a comeback on social media, challenging the video-dominated landscape. The art of "Brand Cues" and how to make your brand stand out from the competition. The concept of "Cross Interests" and how tapping into subcultures can unlock new, untapped audiences and ideas.

In this episode, we delve into the remarkable success story of Makeup Mekka, a Norwegian beauty brand that went from zero to 3.5 million Euro in just two years when launching on the Swedish market together with us at Cure Media. We invited their CMO, Stine Frey Grøndahl, to explore the key factors behind their rapid growth, both historically and in the future, with a focus on expanding into new markets. If you're a marketer, entrepreneur, or simply interested in the secrets behind fast-growing brands, this episode is a must-listen! Tune in to discover: Makeup Mekka’s strategies for influencer marketing, advertising and member acquisition Stine’s best advice on how to create the ultimate media mix Trends and challenges within the beauty and marketing industries

Black Friday week and the holiday season can be the most hectic and demanding time of the year, especially for retail marketers. With fierce competition for audience attention, it's crucial to have that extra edge to make a lasting impact. In this episode, we'll share our top tips on how you can maximise your success during the upcoming Black Friday week and holiday season. Tune in to discover: The importance of looking beyond your usual buyers during this time How to tap into your target audience's shoes by hacking your TikTok feed Why it's essential to keep the conversation alive when your competitors are being silent

In this week’s episode, we’re joined by Carlos Casquilho, Head of Revenue at Cure Media, to delve into the evolving media landscape and its implications for marketers. You’ll hear the latest numbers on what marketing channels are stagnating, declining or increasing, how consumer behaviour has changed the landscape, and of course how influencer marketing is playing a significant role today but even bigger in the future. Tune in to find out: The media landscape vs consumer behaviour What research says about the future of influencer marketing How marketers should think about the future of advertising

What role does influencer marketing play in the media mix and how do you prove its effect in an effective way? This week, we delve into the crucial task of measuring the impact of influencer marketing on brand metrics, a challenge faced by countless brands and marketers in today's competitive landscape. Our guest, Erika Lindén from the leading market research company Nepa joins us to discuss their collaboration with Cure Media in conducting studies on influencer campaigns. Erika explains the methodology behind the studies and how they are able to determine the effects of influencer marketing on brand metrics such as brand preference, liking, and purchase intent. Tune in to find out: The importance of understanding the full picture of influencer marketing What role influencer marketing plays in the media mix and its strong impact on brand preference, liking, and purchase intent Real-life results from the studies

In this episode, we have the privilege of hosting Maria Ahlgren, the visionary co-founder and CMO of Common Clouds—a brand with an audacious mission to destigmatize acne, known for their TikTok-famous "Pimple Patches." Maria will take us through the intriguing story of this up-and-coming brand, unveiling their effective strategies for carving a niche in the competitive beauty industry. We'll also delve into Common Clouds' remarkable triumph in capturing the attention of Generation Z audiences, how they've harnessed TikTok's unique power and tapped into the influential realm of nano-/micro-influencers to cultivate authenticity and inspire loyalty. And, don't forget to stick around as we explore the latest and most captivating trends in the beauty world!

It’s finally here, this year’s trendspotting episode! In just 15 minutes, you'll find out the top five influencer marketing trends that brands need to know in order to succeed with their marketing efforts in 2024. From tapping into relevant pop culture trends and events to exploring subcultures within the target audience, we provide valuable insights on how brands can engage with their audience on a whole new level. We also discuss… The importance of focusing on brand metrics rather than relying solely on discount codes The need for brands to differentiate themselves from the competition and make their influencer collaborations memorable How AI can take influencer campaigns to the next level Tune in to this episode to gain a competitive edge and ensure your influencer marketing strategy is on point for 2024!

In this episode, we delve into the world of responsible fashion and the challenges faced by fashion brands in navigating sustainability. Our guest, Karin Lund, Global Marketing Manager at Kappahl, shares insights into how Kappahl has become a frontrunner in the industry, placing sustainability at the forefront of their agenda. We explore Kappahl's sustainability strategy, aligned with new EU regulations, and their approach to integrating sustainability throughout their organization. From design to supply chain, organization to stores, and consumption, Karin emphasizes the importance of wide ownership and engagement. Tune in to discover Kappahl's keys to success and their journey towards a more sustainable fashion future! Tune in to find out: The challenges of communicating sustainability (and how to overcome these) How to strike a balance between transparency and avoiding greenwashing The importance of delivering relatable messages and making sustainability a natural part of all communication efforts.

In the season 6 premiere, we’re deep diving into the fascinating world of consumer perception. Ever wondered how people form opinions about brands? And how companies can make a positive impact on individuals, society, and the economy? Our special guest for this mind-blowing topic is none other than Emmanuel Probst, author of the best-selling book Assemblage and the Global Head of Thought Leadership at Ipsos, a prominent market research powerhouse. Tune in to find out more about: Key drivers when it comes to shaping consumers’ brand perceptions Why it's crucial for brands to get closer to their audience and reduce the social distance The reason why so many of us repeatedly rewatch the popular sitcom Friends

We’re so happy to announce that we’re nominated for the People's Choice Podcast Awards, in the category “Best Female Hosted Podcast”! The People's Choice Podcast Awards is the longest-running podcast awards event in the podcasting space open to shows all over the world. We’re so proud and honoured to be nominated, and now we need your help! We would be so happy if you would give us your vote on this link (you’ll have to sign up first): https://www.podcastawards.com/app/signup Thank you so much for your support! <3 We’re super excited to launch the next season in a couple of weeks - stay tuned for when we welcome our first guest on August 23rd!

In this week’s episode, we have Linn Gegerfeldt, the Influencer Marketing & Social Media Manager at Youty Group. Youty Group, which was founded in 2004, has become a prominent player in the Nordic online beauty industry. In 2020, it emerged as a result of a merger between three renowned Nordic beauty sites: Blush, Eleven, and Nordicfeel. With an extensive portfolio of over 25,000 brands including Lancome, Clinique, Gucci, and MAC, Youty has established itself as a leading force in the Nordic beauty market. Linn Gegerfeldt has been a part of this incredible journey for almost a decade, witnessing firsthand the transformation of beauty marketing over the years. Today, we have the pleasure of having Linn with us to delve into the evolution of beauty marketing and discuss the significant changes that have shaped the industry. Tune in to find out more about: How marketing differs for premium, mid-level and budget products Linn’s take on the future of beauty marketing Rise of influencer brands and startups as competitors