It’s finally here—this year’s trendspotting episode! In just 15 minutes, hosts Isabelle Green and Frida Ekholm break down the top five social media trends that brands need to know to succeed in 2025. From crafting high-impact campaigns to leveraging new content strategies, this episode is packed with valuable insights for marketers looking to elevate their brand presence.

Here’s a sneak peek: Learn how to create buzz with Fireworks Campaigns, embrace a Social-First Mindset to stand out in a crowded market, and expand your reach with a 360° Content Strategy. We also dive into the resurgence of Physical Brand Experiences and the power of Employee-Generated Content to foster authenticity and engagement.

Listen in to stay ahead of the curve and make sure your social media strategy is ready to thrive in 2025!

Join us this week as we sit down with Carlos Casquilho, Head of Revenue at Cure Media. Dive into the latest trends shaping the social media landscape and discover the evolving dynamics of consumer behaviour in 2024. 

Learn about the evolution of consumer behaviour towards a social-first mentality and understand why high posting volumes are now crucial for standing out in a crowded digital landscape. Discover the strategic importance of micro-influencers, creative production, and the effective use of historical data for successful influencer campaigns. Tune in for expert insights and strategies to navigate the dynamic world of social media 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!

This week, we're joined by Professor Sara Rosengren from the Stockholm School of Economics. Discover the significant shifts in retail driven by digital innovations and sustainability. Sara shares how digital platforms and influencers are reshaping consumer interactions and what retailers must do to stay connected and relevant in this fragmented landscape.

We also debunk common myths about consumer behaviour that retailers often believe, providing insights into the real drivers behind consumer decisions.

Tune in to gain actionable insights on adapting to consumer behaviour changes and leveraging influencer dynamics to maintain a competitive edge.

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

In this episode we welcome Alma Riihelä, Commercial Lead at Sellpy, one of the earliest second-hand platforms, founded in 2014. With offices in multiple locations, a growing team of 500 employees, and H&M as its majority stakeholder, Sellpy has revolutionized the second-hand market.

In this week’s conversation, we'll explore the journey of Sellpy's marketing strategy and delve into the dynamic world of the second-hand market. Hear Almas expert take on how Sellpy has adapted to the ever-changing consumer behavior since its start, and hear how they've tackled the growing competition that has emerged. 

Find out: 

• Sellpy’s take on the biggest consumer behaviour shift 
• Key marketing tactics for launching on new markets
• How inspiration is used to build preference

Based on our experience and insights from working with a wide range of beauty brands, we know that it's essential to understand the nuances of each beauty retail segment in order to build a successful influencer marketing strategy. 

It can be tricky to figure out what works best for your brand so in this week’s episode, we outline some of the differences and similarities that marketers should be aware of when it comes to building a successful influencer marketing strategy for different beauty segments.  Because as with most things in marketing, it's the small things that make the big difference.

Find out: 

• Aspirational, inspirational or educational - what’s right for your brand? 
• How TikTok has made beauty more akin to fashion 
• Why context and credibility is key, no matter the segment 

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 show, to find out what creative influencer marketing actually means today.

• Key factors for a successful influencer collaboration from a creative point of view 
• Different types of creative concepts 
• Current trends in the influencer sphere

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 is great for your “dream stage” 
• The biggest concern surrounding AI and ChatGPT 
• What role AI will have in the online search behaviour 

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 between awareness and preference? 
• The correlation between many social media followers and high preference
• How Nike won the next gen. in soccer boots via long-term strategy

Join us this week as we dive into "The Anatomy of Effectiveness" with Imaad Ahmed from WARC, the global leader in marketing effectiveness. With over 15 years guiding top brands, Imaad outlines the five building blocks of effective marketing that every marketer needs to know.

Discover strategies for balancing brand building with sales activation, the importance of multi-channel approaches, and adapting to economic shifts. Whether you're looking to sharpen your marketing tactics or find new ways to drive growth, this episode offers invaluable insights for navigating today’s dynamic marketing landscape.

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 out: 

• Why everyone is talking about Sofia Richie (yes, daughter of Lionel Richie) 
• Do’s and dont’s for brands to attract Gen Z 
• How cultural happenings play into the next big trends 

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 secrets to success, why have they chosen to focus on celebrity influencers and what role has TikTok played on the company’s journey?

Find out:

• Jacob’s and Victor’s goal with every single collaboration 
• Their best tips for how to get viral on TikTok
• Why you must trust the process and never take ‘no’ for an answer

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 history.

Kjersti shares her best advice on how to navigate uncertain times and what she thinks is critical for companies to succeed from a leadership perspective. We also uncover the secrets of understanding people's motivation, how to build pride and increase commitment and results in an organization. Kjersti also gives her view on how to create an inspiring shopping experience.

Find out:

• The importance of setting clear goals and cost control
• How to stay on top of changing consumer demands
• Strategies for creating pride and commitment among employees

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 growth. We also get to hear Byron's ideas on how AI will affect marketing, as well as which marketing positions he believes will no longer exist.

You’ll also get Byron’s view on:

• Branding vs. performance marketing - is there such a thing as a golden ratio?
• Influencer marketing as a method to build brand memories 
• How to convince your CFO to increase your marketing budget

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 critical to have an holistic approach when measuring the channel, and in which ways Sephora works with influencers today, together with Cure Media as their influencer marketing partner. 

We also talk about:

• Why influencer marketing differs from other channels
• How Sephora works with diversity and inclusion in their marketing 
• Why Sephora chose to work with Cure Media 

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 benefits of working with an influencer marketing agency and getting Maya's take on what's important to include in a collaboration brief. 

By the end of this episode, you'll learn:

• How to create high-quality and engaging content that delivers results.
• The influencer benefits of working with an influencer marketing agency.
• Maya’s way of finding inspiration and coming up with new ideas. 

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 background in marketing, finance, and consulting, Sverre gives us his own insight into the evolution of consumer marketing over the past 25 years. We’ll also learn why Sverre believes influencer marketing is an essential part of the media mix for brands to succeed today and how this strong belief made him and the team at Equip capital invest in Cure Media back in 2021.

You’ll also learn:

• Why influencer marketing is killing traditional media
• Why so many legacy brands are currently struggling to build preference 
• What factors Equip Capital looked at when they decided to invest in Cure Media

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…

1. Which social platforms millennials prefer the most 
2. The importance of peer-to-peer marketing
3. 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

In this week’s episode we chat with Sara Johansson, Strategic Media Lead Sweden at Arla, the world’s largest organic dairy producer, operating in 146 countries. Sara will share her expert insights on integrating influencer marketing into Arla’s expansive media strategy. 

Together, we’ll delve into the data-driven tactics behind Arla’s influencer collaborations, learn how they maintain relevance in a rapidly shifting marketing landscape, and explore potential future trends that could reshape traditional marketing strategies. Don’t miss this insightful discussion on how traditional brands like Arla are leveraging influencer marketing to stay ahead in the competitive FMCG sector.

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 

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/

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