Black Friday creator marketing isn’t won during Black Friday. For most brands, the work starts months earlier.

In this episode of Field Notes, Sarah Crow and Lily Comba sit down with Kelly MacIvor of Omnilux to break down how one of beauty’s most considered purchases prepares its creator program for the biggest promotional period of the year.

With a roughly $400 medical-grade device and a customer journey that can stretch up to a year, Omnilux can’t rely on a discount code to create demand overnight. Kelly shares how her team uses creators to educate consumers and build trust months before BFCM, how they identify creators whose audiences can actually convert, and why the holiday season is the time to double down on proven partners rather than chase volume.

They also get into the role discounts actually play in conversion, why creator trust matters more than the offer, how Kelly thinks about testing in the months leading up to Black Friday, and whether she’d rather activate 100 new creators or 20 proven revenue drivers.

In this episode:

- Why Black Friday creator strategy starts months before the sale
- How Omnilux uses creators to educate consumers on a $400 product
- Why trust often matters more than the discount
- How to tell whether a creator’s audience can actually convert
- 100 new creators vs. 20 proven partners
- When to test new creators before BFCM
- Why Black Friday is the time for your “tried and true” creators

Field Notes is the operator’s playbook for brand, creator, and growth, hosted by Lily Comba, Founder + CEO of Superbloom and Sarah Crow, Head of Creator Strategy at Superfiliate.

Meet Lily Comba and Sarah Crow, the hosts of Field Notes, a podcast about influencer marketing, creator partnerships, brand strategy, and growth.

In this episode, Jay Hunter, CEO of k2o by Sprinter, joins Sarah Crow and Lily Comba to unpack what it takes to launch and scale a brand at speed. From going live days before Coachella to building a creator program designed for both awareness and conversion, Jay shares the operating principles behind k2o’s first $4.5M in sales. They get into why 70% perfect can beat waiting for 100%, how to structure creator economics when most partnerships won’t become breakout performers, and why the best creator programs make it easy for creators to earn across TikTok Shop, Instagram, Meta, and beyond.

Field Notes is the operator’s playbook for brand, creator, and growth, hosted by Lily Comba, Founder + CEO of Superbloom. and Sarah Crow, Head of Creator Strategy at Superfiliate.

Meet Lily Comba and Sarah Crow, the hosts of Field Notes, a podcast about influencer marketing, creator partnerships, brand strategy, and growth.

In this episode, Lily, Founder + CEO of Superbloom and Sarah, Head of Creator Strategy at Superfiliate share how they built their careers in creator and influencer marketing, the experiences that shaped their approach, and why they created Field Notes.

With 20 years of combined experience and hundreds of millions in managed budgets, Sarah and Lily have worked inside the evolution of creator marketing from an emerging tactic to a core growth channel. They’ve seen what happens behind the scenes of influencer campaigns, creator partnerships, brand deals, paid social, and high-performing creator programs, including the parts that rarely make it into polished case studies.

They also share what you can expect from Field Notes: candid conversations with the marketers, founders, creators, strategists, and operators shaping the future of influencer and creator marketing.

If you work in influencer marketing, creator partnerships, social media, brand marketing, or growth, start here.

Field Notes is the operator’s playbook for brand, creator, and growth.

Field Notes is the influencer marketing show for brand marketers and creator partnership leads who want to know what's actually working. Hosted by two operators with 20 years of combined experience and hundreds of millions in managed budgets, Field Notes unpacks influencer marketing strategy, creator partnerships, and brand deals the way people in the room actually talk about them. Every episode goes past surface trends to break down what's driving performance, where brands and creators get it wrong, and how the best teams are evolving creator strategy.

Co-hosted by Sarah Crow (Head of Creator Strategy, Superfiliate) and Lily Comba (Founder + CEO, Superbloom).

More binge-worthy content here: ⁠https://www.superfiliate.com/field-notes⁠