As the market for influencer marketing is becoming more and more saturated, the demands on brands have increased significantly. What worked a couple of years ago is no longer enough - to stand out, your strategy needs to be creative and strategic.   To find out what it takes to get a creative edge in your influencer marketing, this episode will bring you through the creative process here at Cure Media and Sanna will get inside the head of our creative lead Frida, the other co-host of the...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...