Perlu: Influencer Marketing Reimagined

Perlu: Influencer Marketing Reimagined

Welcome to the Perlu Podcast – a podcast where we chat with influencer marketing professionals, social media influencers, bloggers, YouTubers, podcasters – you name it – about what has led to their success.

Episodes

May 1, 2020 36 min

When a crisis like COVID-19 puts your revenue in jeopardy, any shiny new prospective partner or campaign opportunity can look promising. But don’t let your guard (or your standards) down. How do you know if someone is genuine or looking for a profiteering opportunity? How do you know if a new partnership will be a good match in a time of adversity?

We asked these questions of Kristian Sturt of Colossal Influence Limited who, with hu...

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We’re quarantined. And if you’re anything like us, that means you’re snacking all day, every day (the kitchen is right there) and trying to find new ways to stay healthy. Why not hit two birds with one stone? That’s where CHOMPS comes in. CHOMPS has changed the ethical game in the meat snack industry and has partnered with influencers to do so. 

Listen in to hear how family-owned CHOMPS uses always-on influencer partners to drive br...

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Affiliate marketing is the win-win approach all brands should be taking with their influencers. By incentivizing influencer partners who already love your product, you gain access to influencers’ loyal and trusting fanbases. Affiliate marketing rapidly grows your brand’s customer base and establishes a personable rapport with your customers.

Despite its efficacy, affiliate marketing is often overlooked when brands develop their mark...

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We’ve talked a lot on this podcast with brands, influencers, and agencies about influencer marketing success strategies. But we’ve yet to hear a consumer speak on their experience with influencers. Do the pretty photos and brand endorsements work? Even for the generations older than Gen Z or Millennials?

Jenn Leedy was a skeptic — wary of influencers and their platforms. In this episode, she shares with us how she found an influence...

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From micro influencers to celebrities, the question on every brand and agency’s mind is how to navigate paying your influencers. Check out this mini-episode to learn more about why it isn’t an exact science, and how a strong relationship with an influencer can save you money.

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In a few short weeks, the world seems to have been turned on its head because of COVID-19. Everyone — consumers, agencies, brands, influencers — is being affected in some way, and most brands feel it’s necessary to pivot their marketing strategy to avoid sounding tone deaf. But how do you decide how to pivot when a crisis of this size is unprecedented?


Alison Kimble Charles, senior director of product marketing at CLEVER has spent n...

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Ever wish you could be the person who taste tests new ice cream flavors? (Same.) For Amy Verhey, though, that’s not just an ice cream dream — it’s her reality. Along with being a member of Tillamook’s Supertasters, she also works as Tillamook’s senior marketing manager, where she applies her experience from Edelman, Starbucks, HP, Netflix, Ghirardelli and PayPal to make Tillamook one of the biggest household names in dairy through ...

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*NOTE: This audio was recorded before social distancing regulations were implemented, and since the spread of COVID-19, your influencer marketing is probably looking a little different these days. We think you’ll still find Bruce's information valuable, and we look forward to seeing how you support your audience and your influencers and adjust your influencer marketing to stay safe during this crisis.

What exactly is the differe...

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If you haven’t downloaded it yourself, you’ve probably heard by now about the latest social media platform sweeping the nation’s youth. TikTok, the short-form video-sharing social networking app akin to the retired Vine app, has captured the hearts of Gen Zers. While many brands are still struggling to figure out a marketing strategy to break into TikTok and speak to Gen Z, Casey Smith, social media and influencer manager at Kroger...

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Ashley Ha is no stranger to the power of fashion and beauty influencers, often finding herself filling a virtual shopping cart after hearing a glowing product endorsement from a trusted source. In this episode of Perlu’s influencer marketing podcast, Ashley recalls her experience working with fashion & beauty influencers at agencies and in-house on the Sephora marketing team.  

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When casting influencers for her campaigns, Elizabeth Walker is passionate about ensuring the talent reflects the diversity of the world. In this episode of the Perlu Podcast, she shares why she doesn’t consider it a difficult task at all...and why if you feel it’s difficult, you are probably doing something wrong.

Elizabeth Walker is the celebrity and influencer talent manager for Blavity, (a blend of “black” and “gravity”) which i...

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You probably know of Lyft as the popular rideshare service app. But did you know Lyft also owns most of the major bike shares across the country? Or that the company has a huge focus on social impact campaigns for food equity, voting access and job access programs?

In this episode of the Perlu Podcast, we sat down with Lyft’s director of influencer marketing, Bette Ann Schlossberg, to learn how she incorporates authentic and passion...

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If producing this podcast has shown us anything, it’s that the best influencer marketing professionals come from all different backgrounds. For Maria Rendina, influencer marketing coordinator at SheFit, that background was broadcast journalism. But through a connection at SheFit, she found herself launched into the influencer marketing world.

The team at SheFit was facing a unique challenge as a startup in the niche sports apparel i...

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Eighteen-year-old Lily Cozad had no idea she was involved in influencer marketing when she and her college friend started a T-shirt business out of their dorm rooms, but that was when she learned first-hand that people trust people more than ads. 

Today, as influencer marketing coordinator at Kodiak Cakes, Lily focuses on cultivating personal relationships with her influencers — members of the Kodiak Den — in order to accurately ass...

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Not long after GIFs and memes took the internet by storm, Clare Brown of IDG realized something — brands could capitalize on this trend, too. So she created the first branded GIF.

This is just one example of how Clare has innovated the marketing industry. Throughout the last 10 years, she’s worked with major brands like Maybelline and AMC to revitalize their influencer marketing strategy.

Lucky for us, she agreed to chat with us abou...

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If you’ve ever sat in a salon chair and breathed in the oddly comforting smell of professional salon products while the stylist snips away to the new and improved you, you’ve practically shaken hands with this episode’s interviewee.

Randall Chinchilla started his career at Cadbury Schweppes and later spent almost two decades at Procter & Gamble before making his foray into the world of professional salon product influencers. Thr...

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Fifteen years ago, Cassidy Stockton began her career at Bob’s Red Mill in customer service. Since then, she’s worked her way up into the influencer marketing world. Now she runs the influencer marketing program at Bob’s Red Mill.

With fifteen years under her belt, she’s gained know-how very few players in the industry have had the opportunity to learn. Lucky for us, she was willing to share a few of the lessons. So relax (or bake so...

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Expanding your brand overseas comes with mixed emotions. It’s exhilarating – congratulations on the growth! – but it also can lead to a lot of new challenges in marketing. How do you know the best way to reach your new audience?

In this episode, we hear from Cody Beavers of international, multibillion-dollar car rental company Sixt. Sixt is one of the first and most influential international car rental companies in the world - with ...

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Is an influencer right for this campaign? How do I find and choose an influencer to work with? How much value would an influencer really add to this project? Justyna Torres, senior manager of influencer marketing at 360i, asks these questions every day. 

We sat down with her to hear about the strategies she uses to lead successful campaigns at a viral scale while leveraging real, authentic influencer relationships such as the #DSWSt...

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A passion for fashion and footwear drove Kibbee Miller to Converse. Now a member of their global social media team, Kibbee works closely with influencers of all scales every day on multiple active campaigns.

We sat down with her to hear what it takes to get a gig with a brand like Converse. Are you an influencer hoping to score a collab with a brand of this scale? Are you a brand trying to understand what you should be looking for i...

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