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PODCAST

Influencer Marketing Talks

Influencer Marketing Talks is your backstage pass to modern marketing, from the creator economy and beyond. It"s the leading influencer marketing podcast for brands and marketers who want to stay ahead in a fast-changing world.Every week, hosts Sanna Odmark and Frida Ekholm sit down with marketing minds, creators and experts from across the industry to share stories, lessons and perspectives you won’t hear anywhere else.Produced by Cure Media, the Nordics’ top influencer marketing agency since 2014,

business marketing

All Episodes

17:53

The Kardashian Effect: The Secrets to Creating a Big...

Influencer Marketing Talks ·

2023/04/26

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

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18:18

Kjersti Hobøl: The Superwoman of Norwegian Business...

Influencer Marketing Talks ·

2023/04/19

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

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23:56

Byron Sharp on How Brands Grow: Unlocking Today's...

Influencer Marketing Talks ·

2023/04/12

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

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15:15

Influencer Marketing Success: Tips & Tricks From a...

Influencer Marketing Talks ·

2023/04/05

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

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17:35

Beyond the Brief: The Power of High-Quality Content...

Influencer Marketing Talks ·

2023/03/29

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

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17:55

Convincing the Board: Why Influencer Marketing is...

Influencer Marketing Talks ·

2023/03/22

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

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13:29

What Brands Need to Know About Millennials

Influencer Marketing Talks ·

2023/03/15

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

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20:56

Succeeding with Influencer Marketing for a Service w/...

Influencer Marketing Talks ·

2023/03/08

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

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16:21

Marketing to Gen Z: A 2023 Guide

Influencer Marketing Talks ·

2023/03/01

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 keyThe peer-to-peer

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17:00

Making a Mark in a Challenging Economy: Learnings...

Influencer Marketing Talks ·

2023/02/22

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

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16:43

Harness the Power of 360° Influencer Marketing

Influencer Marketing Talks ·

2023/02/15

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

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17:53

Unlocking the Keys to Success in the Beauty Industry...

Influencer Marketing Talks ·

2023/02/08

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

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13:20

Preference Marketing: the Missing Piece of the Puzzle

Influencer Marketing Talks ·

2023/02/01

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

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18:25

Maximising Performance Marketing ROI With Influencer...

Influencer Marketing Talks ·

2023/01/25

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

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15:15

Preference: The Secret to a Profitable Marketing Mix...

Influencer Marketing Talks ·

2023/01/18

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

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16:52

The Link Between Diversity, Inclusion and Profitability

Influencer Marketing Talks ·

2023/01/11

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

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30:29

The New Year Special ft. Maja Lindelöf, Sanne...

Influencer Marketing Talks ·

2022/12/14

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

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14:50

Building Brand Love with NYX Professional Makeup

Influencer Marketing Talks ·

2022/12/07

Founded in Los Angeles in 1999 and today one of the most popular beauty brands in the world - we’re talking aboutNYX 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

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19:07

What Research Says about Consumer Behaviour 2023 ft. GWI

Influencer Marketing Talks ·

2022/11/30

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

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26:10

Is Data-Driven Influencer Marketing the Industry’s...

Influencer Marketing Talks ·

2022/11/23

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

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