In this weeks episode, we have a special guest, David Baker, who will be sharing his insights and expertise in the world of influencer marketing and brand building. David's journey began with mommy bloggers and their innovative approach to generating ad revenue and building brand relationships. Now, with the rise of social media platforms like Instagram, YouTube, TikTok, and Twitter, the fundamentals of content creation have extended beyond the written word to include photos, videos, and more. Join us as we explore David's experiences working with influential players in the industry and his deep understanding of the dynamics between brand image and profitability. From his background in consulting to leading growth for Bonobos and overseeing L'Oreal's in-housing of programmatic media, David has a wealth of knowledge to share. We'll also delve into the importance of striking the right balance between branded content and influencer partnerships, as well as the evolution of the value exchange in influencer marketing. So, get ready to dive into the world of brand building and influencer marketing with our guest, David Baker!

[00:03:02] Business school graduate led to growth at Bonobos, L'Oreal.

[00:05:54] Mommy bloggers led influencer marketing evolution.

[00:09:08] Value exchange has evolved into influencer marketing.

[00:12:16] Successful campaigns, strong influencer posts, content shift.

[00:16:47] Mix of studio, UGC, and influencer content.

[00:19:32] Cost caps protect ad spend, with conditions.

[00:24:27] Certain categories prioritize Capital B brands over others.

[00:26:16] Seeding content helps brands create relatability.

[00:31:18] Finding what works for you, not others.

[00:32:37] Educating younger audience on skincare ingredients.

[00:38:16] Challenges of skincare marketing, influencer relationships important. Starting with seeding and gifting, then affiliate.

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