Most brand trackers are built to tell you what happened. Alexander has spent the last few years rebuilding one to help the business decide what to do next, across 64 markets, in an environment where the rules of growth are changing fast. 

In this conversation we get into why data on its own has no value, what it actually takes to turn insights into decisions, and how IKEA is transforming a 20-year-old measurement system into a genuine strategic tool. We also talk about what relevance really means for a global brand today, and why the bottleneck in most organisations isn't data, it's interpretation. 

We also explore: 

• The shift from reporting to predicting: insights as a forward-looking function, not a rearview mirror 
• Why the aha moment, not the data, is the real deliverable of insights work 
• What it takes to run a global brand tracker across 64 markets without losing local relevance 
• Insights as a people business: why human capability, not technology, is the real constraint 

In this episode of Inside the Creator Economy, we sit down with Sorin Patilinet, Global Marketing Effectiveness & Measurement Lead at PepsiCo and recently published author on Marketing Effectiveness, to unpack what really drives growth today - and why many marketers are making things far more complicated than they need to be. 

As AI floods the internet with more content and more noise, the real challenge is no longer producing marketing - it’s knowing what’s actually worth doing. 

We talk about why restraint might become one of the most important marketing skills of the next decade. Why short-term excitement often beats long-term thinking. And what brands like Cheetos, Geico and Lindt understand about distinctiveness that many others still miss. 

We dive into: 

• Why “just because you can, doesn’t mean you should” matters more in the AI era 
• The tension between short-term performance and long-term brand building 
• What actually makes brands distinctive and memorable today 
• Why more content doesn’t automatically mean better marketing 
• How PepsiCo applies marketing science and growth principles in practice 

In this episode of Inside the Creator Economy, we sit down with Norwegian creator Elisabeth Asserson Ingebrigtsen to unpack what it actually means to build a personal brand today, beyond aesthetics, algorithms and surface-level engagement. 

We talk about the shift from being “polished” to being personal, and the pressure that comes with it. Because the more you share, the more you grow… but also, the more is expected of you. 

We cover: 

• Why she doesn’t identify with the term influencer, and what she sees her role as instead 
• How expectations on creators have fundamentally changed over the past few years
• The tension between growth, authenticity and personal boundaries 
• What brands still get wrong when working with creators, and why control often backfires 
• Why people today don’t just want products, they want to be part of something  

In this episode of Inside the Creator Economy, we sit down with Elin Palmelius from TikTok Nordics to unpack what’s actually changing - not just on the platform, but in how brands think about creativity, audiences and growth. 

Over the past few years, TikTok has evolved from a fast-moving challenger to a core part of the media mix, redefining everything from content formats to the path to purchase. But the real shift goes deeper than that. 

We’re moving from a world where brands broadcast, to one where they’re expected to participate. Where discovery, consideration and conversion can happen in seconds. And where relevance is no longer owned by the brand, but shaped in real time by communities. 

We dive into: 

• Why TikTok has moved from “nice to have” to a true business driver  
• What Gen Alpha expects from brands, and why they don’t just consume content, but shape it  
• How the definition of “good creative” is changing, and why less polished often performs better  
• What “organic branding” really means, and how brands can show up in a way that feels native, not interruptive  

Because the real question isn’t whether brands should be on TikTok - it’s whether they’re ready to let go of control, and actually become part of the culture they want to reach. 

Instead of bringing in a guest, we’re taking you inside our internal insights chat at Cure Media, where our team shares the signals, shifts and conversations shaping the creator economy in real time. This episode is built from those discussions. 

We unpack five shifts we keep coming back to. Not trends in the traditional sense, but patterns that say something bigger about where the industry is heading, and what brands need to understand to stay relevant. 

We cover: 

• Why many brands still struggle to operationalise creators, and what it actually takes to move from ambition to execution  

• The rise of the status economy, where cultural fluency matters more than category  

• Nostalgia as more than a trend, and how brands can create meaning, not just reference the past  

• The optimisation mindset, and how wellness and longevity are reshaping consumer behaviour  

• How AI is collapsing the funnel, and what it means to be recommended, not just discovered 

In this episode of Inside the Creator Economy, we sit down with Roger Dupé, founder and CEO of Melyon, to explore what it really takes to build a brand rooted in culture, identity and long-term vision. 

Before launching Melyon, Roger spent years inside the global fashion industry, working with brands like Kenzo, Acne Studios and Rolls-Royce. Today, he’s using those insights to challenge how beauty brands are built - from the inside out. 

This isn’t a conversation about skincare routines or product launches. It’s about power, perspective and what happens when someone who has seen the industry up close decides to build something on his own terms. 

We dive into: 

• How Roger’s experience in fashion shaped his view on representation, storytelling and brand identity 
• Why true inclusivity can’t be added later as a marketing layer - it has to be built into the structure of the company 
• How culture, heritage and ingredient storytelling can become a brand’s most powerful differentiator 
• And why the next generation of beauty brands will be defined less by products, and more by the meaning they create 

And it leads us to a bigger question: What does it take to build a brand that actually reflects the world we live in? 

In this episode of Inside the Creator Economy, we sit down with Danish creator Jonathan Oteiza, also known as Jonna Skincare, to explore what’s really happening inside the male beauty space, from the perspective of someone building credibility in an industry driven by trends. 

This isn’t another conversation about skincare routines or beauty tips. It’s a discussion about trust, influence and what it actually takes to build authority as a creator today. 

We dive into: 

• Why viral content doesn’t automatically build trust, and why Jonna has turned down campaigns that prioritise performance over credibility 
• What brands still misunderstand about male beauty audiences and why simply choosing a male creator isn’t the same as real representation 
• How creator authenticity becomes a competitive advantage when audiences are more sceptical than ever 
• And why the future of beauty may have less to do with trends, and more to do with trust. 

At the heart of it all lies a bigger question: In a world of endless content and short attention spans, what actually makes people believe you? 

In this episode of Inside the Creator Economy, we sit down with Thomas Engelhart, Chief Strategy, Customer & Marketing Officer at Åhléns, to unpack one of the most impressive retail turnarounds in the Nordics. 

This isn’t a surface-level transformation story. It’s a conversation about what actually happens when a 126-year-old heritage brand decides to rethink how it operates, without losing its identity. 

We dive into: 

• How entrepreneurial leadership and a radical shift in pace turned strategy into execution - and made profitability possible again. 

• Why Åhléns chose to double down on physical retail, service and private labels, while building new revenue streams like retail media and wholesale 

• And how they evolved the brand, dialing down “premium” to reconnect with their roots, strengthen loyalty and stay relevant for a new generation 

At the heart of it all lies a fundamental question: How do you evolve to stay modern, without becoming someone you’re not? 

That’s why we’re evolving into Inside the Creator Economy. 

To open Season 11, we’re joined by Sam Foroozesh, CEO and Co-Founder of Cure Media, who has been building in this space for over a decade. 

We talk about: 

• The shift from inside-out to outside-in brand building
• Why creator-led is a strategy, not a channel
• Why so many large organisations still struggle, despite knowing this works
• The real business risk of treating creators as a tactic, from generic communication to competing on price 

This episode sets the direction for the season ahead, focusing less on buzzwords and more on how modern brands are actually built in a creator-first world. 

This week, we’re joined by Hedda Schroeter Skaug, creator, runner, and one of the strongest voices in Norway’s running community. 

And she’s refreshingly clear on what many brands still miss: running isn’t becoming more extreme - it’s becoming more human. 

We talk about: 

• why the most important “metric” is learning to trust your body (not your Garmin) 

• what comes next after run clubs and where the running community is heading 

• plus Hedda’s best running tips (including why you actually need at least 6 pairs of shoes) 

If you’re a brand trying to enter running culture in an authentic way, this episode is your shortcut to understanding what the community values right now. 

In this episode, we sit down with Per Christian Strand Teslo from Snapchat to unpack why the platform is suddenly back at the center of the conversation, and what most marketers still get wrong about how Gen Z uses Snap. 

This is not the usual “Snap 101.” Instead, we go deeper into the real reasons behind the platform’s resurgence: 

• Why private, in-the-moment communication is becoming the new social currency
• How creators actually drive influence and purchase decisions on Snap
• What brands need to understand about the mindset users are in when they open the app
• The creative principles that will define success on Snapchat in 2026
• And how AR + AI lenses are reshaping storytelling on the platform, far beyond filters 

Whether you’re a brand looking to diversify your platform mix, or a creator exploring where to grow next, this conversation offers a fresh, honest perspective you won’t hear anywhere else. 

Tune in to understand why Snap’s comeback matters, and how to show up authentically in a social landscape that’s shifting faster than ever. 

And this episode isn’t just for creators - it’s a must-listen for brands too. Frida gives her view on what actually works in creator marketing today, including why many campaigns fall flat, why creative freedom is essential, and how brands can unlock more value by letting creators shape the story. 

We also get into:

• Purpose-driven influence – beyond empty statements and surface-level messaging
• Value-led decisions as a creator (even when it means saying no to big money)
• What brands need to rethink if they want partnerships that resonate 

In this episode, we sit down with Thomas Biesterfeldt, Global CMO at Cloetta, to explore what it really means to market a category with almost 100% penetration, where reach, emotion, and real-life occasions all collide. 

Tune in to learn: 

• How Cloetta thinks about reach, working media and Marketing NET in a world where attention is fragmenting
• The role of creators in connecting products to moments, from everyday treats to seasonal and cultural occasions
• The thinking behind Powered by Joy and the surprising insights from Cloetta’s Joy Report 

An inside look at how one of Europe’s most beloved FMCG companies blends scale, emotion and cultural relevance in a category that never sits still. 

In this episode, we dive into: 

• How to build a creator brand with longevity, from niche vs. core to content that actually sticks.
• What separates great creator–brand partnerships from transactional ones, and why creators need to be included earlier in the process.
• The shifts shaping the creator landscape - from AI to new expectations on authenticity and expertise. 

Whether you're a marketer or a creator, this episode is packed with insights you can apply right away. 

And while sports brands may lead the way, this isn’t just their game anymore. The opportunities now extend to everyone - from food and fashion to tech, beauty, and lifestyle. 

In this episode, we unpack the biggest Sport & Wellness Trends for 2026, based on Cure Media’s latest trend report - from the wellness era and our obsession with sleep scores, to the power of social fitness and the rise of racing. 

Tune in to learn: 

• The key shifts redefining sport and wellness culture in 2026
• How any brand can show up authentically in this movement
• Why connecting social media with offline experiences turns audiences into participants 

In this episode, we sit down with Anna Knutsson, Head of Media at Nomad Foods Nordics, to explore how one of Europe’s most iconic FMCG brands continues to evolve, balancing consistency with creativity, and tradition with transformation. 

Tune in to learn: 

• How to build cultural relevance without losing brand heritage
• Why “occasion-first” thinking is reshaping FMCG marketing
• The role of creators in turning everyday meals into meaningful moments 

A conversation about brand evolution, trust, and the power of creators to breathe new life into even the most established brands. 

As the host of Framtidens E-handel, one of the Nordics’ biggest business podcasts, he’s sat down with top founders, CMOs, and retail leaders to uncover what really drives growth in a rapidly changing landscape. 

In this episode, we flip the script and turn the mic on Björn to hear what he’s learned after hundreds of interviews: the common traits of those who win, the pitfalls that hold brands back, and where he believes the future of retail and e-commerce is headed. 

Tune in to learn: 

• What top-performing e-commerce brands have in common
• The biggest mistakes retailers make (and how to avoid them)
• How shifting consumer behaviour is shaping the next wave of retail 

A conversation about growth, mindset, and the power of staying close to your customers in an industry that never stands still. 

In this episode, we dive into how brands connect with male audiences through authentic storytelling, and the creators and ambassadors who bring those stories to life. Together with Sarah Winckel, Marketing Director at Jaktia, Scandinavia’s leading retail chain for hunting, fishing, and outdoor life, we unpack how authenticity, community, and long-term creator partnerships can transform even the most traditional categories. 

Tune in to learn: 

• How to connect with male audiences through stories that feel real and relevant
• What brands can learn from creator-driven ecosystems built on trust and credibility
• How to build content that connects — not just converts 

An honest conversation about what makes communities tick, and what every brand can learn from the creators who truly understand their audience. 

In this episode, we go beyond the buzz to explore what UGC really means in 2025 and how it’s reshaping brand strategy. Together with Paulina Johnson, UGC Specialist and a creator herself, we break down how UGC differs from influencer marketing, how brands are using it strategically, and what it takes to make it work in practice — from both sides of the equation. 

Tune in to learn: 

• How UGC evolved from “authentic content” to a proven growth driver 
• The difference between UGC, IGC, CGC, and EGC - and when to use which 
• Why the strongest brands combine influencer marketing and UGC 
• What KPIs really matter - and how to measure success beyond engagement 
• How to build a UGC strategy that scales without losing authenticity 

Tune in to learn why UGC isn’t just a creative trend, but a strategic lever for brands that want to stay relevant. 

In this episode, we dive into how Microsoft is rewriting the rules of retail marketing with creators, what brands everywhere can learn from their journey, and where the industry is headed next. 

Tune in to learn: 

• How to convince internal stakeholders that creators can sell premium products, not just lipstick and sneakers 
• Why creator content outperforms branded content in retail media networks and even drives in-store foot traffic 
• The future of creator-brand partnerships: from one-off campaigns to co-created products and bundles 

Whether you’re a marketer, a brand leader, or just curious about where the creator economy is moving next, this episode is packed with insights you won’t want to miss. 

In this episode, we unpack five of the biggest shifts defining the creator economy in 2026, and what they mean for brands, marketers, and the future of advertising. From the Cannes Lions stage to TikTok feeds, from sonic branding to community-led growth - this is where influencer marketing stops being a channel and becomes the strategy. 

Tune in to learn: 

• Why deep insights, not just data, are the key to staying relevant in today’s creator economy 
• How the smartest brands plan for micro trends and momentum instead of just campaign seasons 
• What’s behind the shift from data-first to creator-first and why trust is the new currency 
• The rise of sonic branding in short-form content (yes, sound matters more than you think) 
• How communities are overtaking followers as the true driver of loyalty 

If you want to stay ahead of what’s next, not just in influencer marketing, but in marketing full stop, this episode is your playbook for 2026.

Tune in to learn:

• Why influencer marketing deserves a bigger slice of the marketing mix
• The common blockers holding CMOs back from investing boldly, and how to overcome them
• How measurement is evolving to capture long-term brand impact

Whether you’re still on the fence or already bought in, this is a must-listen for anyone shaping marketing strategy in 2025 and forward.

Tune in to learn:

• How Intersport is building a leading voice in the running category
• The layers of influencer marketing and how they build endurance and strength 
• Why a data-first mindset is essential to long-term brand growth

In this episode, Jonatan Ehn, Chief Commercial Officer at Asket, joins us to explore what it means to grow a brand rooted in values without compromising on impact or ambition.

Tune in to learn:

• How Asket balances commercial goals with conscious consumption
• What’s fueling growth without seasonal drops or sales
• The story behind their Golden Egg-winning campaign, The Timeless Experiment

In this episode, we break down the trend that’s taken over TikTok and Instagram, where creators and people like you and me push back against overconsumption and hype. But rather than signalling the downfall of the influencer marketing industry, de-influencing is driving a shift toward honesty, relevance, and real value.

Tune in to learn:

• Why de-influencing is a wake-up call and not a warning sign
• How consumer expectations are evolving in the creator economy
• What brands can do to stay relevant and trusted in a de-influencing era

In this episode, Gracie joins us to explore how music can unlock more authentic, engaging, and high-performing influencer collaborations.

Tune in to learn:

• Why music is becoming a key driver of performance in creator content
• How brands can give creators freedom and stay license-safe across platforms
• Why classical and inspirational music is trending in viral content

Joining us is Alexander Swärd, Brand Partnership Advisor at Cure Media, who brings years of experience helping B2C brands craft strategies that drive long-term impact. Together, we dive into the most common challenges brands are facing right now, how the influencer marketing landscape is shifting, and what it takes to be a standout brand in the influencer space in 2026.

From platform strategy and budgeting tips to the mindset that separates winners from the rest, this episode is packed with actionable insights for any marketer currently planning for what’s next.

In this episode, we bust five of the most common myths brands still believe about influencer marketing in 2025. From the confusion around UGC creators vs influencers, to the outdated idea that it’s “just another media channel” – we’re breaking it all down.

We also dive into why influencer marketing isn’t just about big names or over-the-top creative ideas, and why treating it like a pure performance channel could be costing you more than you think.

Whether you’re deep in the space or just getting started, this episode will challenge the way you think about strategy, creativity, and what it really takes to succeed with influencer marketing today.

We discuss:

• Why long-term influencer collaborations are key to building credibility
• How to tailor content across platforms like TikTok and Instagram
• The role of digital activation in Paulig’s broader growth strategy

Vera also shares how Santa Maria tackles loneliness through purpose-driven campaigns, why consumer insights shape every move, and how her team stays agile in a fast-evolving digital landscape.

In this episode, we dive into the latest updates, trends, and algorithm changes shaping the major social platforms. From Instagram’s new AI tools and the rise of longer Reels, to TikTok's hottest trends like niche content and candid storytelling, and Snapchat’s game-changing AR experiences - we break down what it all means for brands and creators.

We discuss:

• What makes Snapchat different from other social platforms
• How creators are thriving—and monetizing—on Snapchat
• Why engagement on the platform is stronger than ever

Emily also shares insights on the future of Snapchat’s creator economy and what trends to watch in the coming months.

Fresh from NRF in New York and retail hotspots across the Middle East and Europe, Alex shares insights on five key trends shaping 2025:

• AI’s evolution—why it’s now a mission-critical superpower, not just hype
• Retail media’s explosive growth and what it means for brands big and small
• Agentic AI—the next step in automation and hyper-personalization
• Experience-driven retail and why Gen Z is redefining the role of physical stores
• Balancing tech and human connection to create seamless customer experiences

Tune in for an expert take on how these trends are reshaping the industry and what brands must do to stay ahead.

In this episode of Influencer Marketing Talks, Frida Ekholm, Creative Lead and Sanna Ödmark, Head of Marketing at Cure Media, break down how brands can strategically align their marketing with key cultural moments -think movie releases, festivals, and viral trends -to boost engagement and brand impact. We highlight brands that have nailed cultural marketing and share practical steps on how to get started with your own cultural trend monitoring.

Joining us is Jade D’econzac Mbay, Creative Strategist at Cure Media, who brings her expertise in crafting standout creative concepts for brands. Together, we unpack three major movements driving the content landscape: Creative Disruption, Community & Belonging, and Captivating Formats.

From Joyful Escapism and Creative Cross-Overs to the rise of Chaotic Play, we discuss what these trends mean for brands and how marketers can stay ahead in an ever-evolving digital space.

We discuss:

• How brands can stand out in a crowded market
• The importance of defining your brand’s “star”
• Why looking beyond your own industry can fuel innovation

Johanna also shares her approach to fostering a culture of experimentation, making quick decisions, and learning from failure—key ingredients for staying ahead in today’s fast-moving landscape.

Plus, we take a deep dive into Tre’s major investment in 3Arena and why Johanna sees it as a powerful strategy for both customer connection and internal pride. And don’t miss her insights on why every marketing strategy should balance structured planning with bold, unexpected wild cards.

Dilnaz shares her practical advice for brands starting out with UGC, discusses the key elements for running effective campaigns, and outlines Wolt’s plans to expand their UGC efforts to 13 markets in 2025.

Tune in for a thoughtful discussion on how brands can use UGC and influencer marketing to scale effectively.

Marcus shares his journey from building Babyshop, a baby retail brand to today’s platform, Dema, leveraging the power of AI. We discuss the future of AI in e-commerce, common misconceptions around KPIs, and the key strategies for achieving sustainable, profitable growth.

Host Isabelle and Niklas dive into the vital role of creativity in marketing success. Niklas reveals which creative elements can elevate brand recognition, capture attention, and boost engagement along with how humour and high-quality content shape audience perception and brand loyalty. 

Join us as we share why creative campaigns grab more attention, boost brand likability, and signal trustworthiness—all backed by research. We also dive into the Cure Media approach to combining always-on influencer strategies with standout creative moments to drive real results on and off social media.

Plus, we give you a sneak peek into the top creative trends for fall, from immersive brand experiences and unexpected collaborations to luxury brands going big on sports. 

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!

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.

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.

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.

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.

For more info, please reach out to Søren Mohr: https://www.linkedin.com/in/sorenmohr/

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.

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. 

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.

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 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.

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.

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

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

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.

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

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

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

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

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!

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!

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. 

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

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!

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 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

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 

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

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 

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

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 

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

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

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

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 

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. 

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

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 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

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 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 

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.

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 

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 

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.

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

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

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

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 

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 

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

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

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 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

In today’s episode, we walk you through 5 of the media consumption trends that we think will rule in 2023.

We'll be discussing:

• Which particular media channel we think will struggle the most
• How mobile and social continues to rule it all 
• What brands should do about the fact that ad tolerance decreases

But what type of marketing activities will make you hit the marks? Is there a golden way to recession-proof your marketing strategy? In this week’s episode, we invited Erik Modig who works as professor of economics at the Center for Consumer Marketing at Stockholm School of Economics, to talk about what brands must know to survive the upcoming economic crisis.

Tune in to learn:

• Erik’s best advice on how to recession-proof your marketing strategy
• Reasons why this is the time to invest in marketing and brand building activities - or you’ll do your competitors a big favor 
• Why it’s better to cut some marketing channels completely and instead go all in on a few