Hashtag Influencer

Jennifer Tegan is the National Director of Marketing and Communications for Reach Out and Read. In this role, she is responsible for the strategy and efforts to promote and advance the organization’s mission of incorporating books into pediatric care and encouraging families to read aloud together every day.

Jessy Grossman is a long time entrepreneur in the entertainment and digital media space who was awarded a spot in the “Influencer Top 50” by Talking Influence in 2020. In less than two years she created one of the fastest growing new talent agencies in the country. Amidst unprecedented growth, the agency was sold in early 2020 and she pivoted to focus on her long-time passion project: Women in Influencer Marketing. WIIM is a non-profit networking organization that was founded in 2017 and provides numerous resources to its members. Due to popular demand, WIIM recently launched a membership collective that offers even more resources than ever before including casting services, job recruitment services, virtual events, an exclusive Facebook community, even more networking opportunities and much more.

In this episode of Hashtag Influencer, Sherri confronts stigma head on to talk periods with Leesa Raab of Thinx, Inc. Leesa is a New York-based PR and communications professional with over 15 years of experience. She spent the majority of her career in boutique PR agencies focused on wellness, beauty, fashion, and lifestyle brands. In 2018, Leesa moved to an in-house PR position with Thinx, where she dedicates her time to helping continue to break the taboos associated with menstruation, and bladder leaks.  Leesa shares valuable insights from her PR career as well as the value of working for a company with a mission you can get behind. Thinx has capitalized on the influencer space to push a game changing product but more importantly to educate a new generation all while promoting sustainability.   

Key Takeaways

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• Leesa’s journey into PR.
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• College at Ball State – after a trip to NYC, felt the need to live there and find a career that would lead her there.
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• Honed her skills through internships
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• His latest venture: Thinx
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• Advice to someone venturing into PR
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• Go to everything, meet as many people as you can.
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• “Hone in on people that you are interested, either in the company they're working for or familiar with their work and don't be afraid to go introduce yourself. Write a LinkedIn message or find their email and introduce yourself.” (3:19)
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• What is Thinx all about
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• Thinx is a brand that sells washable period proof underwear as well as Speaks by Thinx, which is underwear for light to moderate bladder leaks.
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• Discovered Thinx from a Subway campaign but also from personal experience following and loving the brand from afar. 
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• Having worked with period cup and vibrator brands, Leesa had carved a niche for herself.
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• I love being part of a conversation that you know helps break taboos.” (8:40)
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• What makes Thinx different: “we take a lot of pride in being a solutions company for periods and bladder leaks and making sure that we offered the best product that it's well made.(11:10)
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• Sustainable manufacturing space, large variety of styles colors and prints, giving consumers confidence to wear and talk about them.
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• Sustainability in period products
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• “7 billion tampons that are thrown out in the US every year, and most of them 88% are sold with applicators. So it takes 500 years for a single use plastic applicator to decompose.” (12:15) 
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• So much waste coming from something that happens every single month for about 38 years.
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• One Thinx pair can last up to two years or 24 wash cycles
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• “it makes you feel good to have that thought.”
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• Know your flow tool on the Thinx website - tells you not only what product suits you but it also tells you how much waste you're personally able to eliminate by switching.
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• Give back initiatives
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• Boys and Girls Club – Thinx between 15,000 pairs of Thinx Between donated across  19 of their chapters (14:22).
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• Consistently partnering with organizations and non-profits
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• Challenges
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• Good news is it’s gotten better – Taboo is there but it’s more widely accepted to talk and advertise in this space.
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• “Interesting to see where you know there has been some improvement, some progress, but there are other spaces where it's so continues to come up.” (17:20)
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• Different for men – In some ways Thinx has paved the way for the expansion of this conversation and in many ways it continues to be easier to advertise for products related to men.
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• “We definitely want to keep working to break that mold and make people realize it's OK to talk about it and you know we're all here because someone had a period.” (18:51)
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• Social media & its impact
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• Using social media to educate women on feminine health and hygiene and especially for younger women.
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• Use for product education as well as showcasing new product launches
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• We use these social platforms to demonstrate a lot of like how the underwear works and how to care for it and what to expect from it. (20:44)
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• Try not to go humorous – talk directly, use correct terminology
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• Influencers are inspired and excited to work with us
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• Ilana Glazer campaign was particularly successful 
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• Addressing bladder leaks: “It is more challenging to get people to say, yeah, I'll do a campaign with you on that, you know, and I think it's because periods are a function of the body and bladder leaks are seen as more of a dysfunction of the body, so that's a harder space.” (22:38)
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• Busting myths and education is important: Bladder leaks are not just associated with getting older, one in three women has them and many college athletes use them. 
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• New and exciting for 2021 for Thinx
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• Thinx activewear
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• “Obviously it was designed for working out but considering we're all spending a lot more time in our in our comfort clothes it’s great for working out at home or just working from home.” (25:18)
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• Lot’s coming down the road to look forward to – keep an eye on this space.
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• Name an influencer you love to follow – but hate to admit it!
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• Andy Cohen – NO hate about it at all
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• I just I think it's so funny and entertaining. 26:35
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About Sherri:

Sherri Langburt is the CEO of BabbleBoxx and has been a pioneer in the influencer marketing space since 2007. A passion for storytelling and brand marketing, and a desire to create an innovative social media solution, led Sherri to create BabbleBoxx - the influencer marketing agency best known for its co-sampling and signature box solutions. BabbleBoxx currently provides a full-range of integrated marketing services to brands across industries. Launched in December 2015, BabbleBoxx was named to the Inc. 500 fastest-growing private companies in 2018. 

Leesa Raab:

LinkedIn

Website: http://www.shethinx.com/

Follow Sherri and BabbleBoxx:

Website: https://babbleboxx.com

@Instagram

@Twitter

@LinkedIn

Intro

In today’s episode of Hashtag Influencer, Sherri gets the global perspective from Barak Orenstein of Else Nutrition, the new plant-based company winning high marks from parents looking for a healthy alternative to traditional baby formula. Despite launching midway through a year of global pandemic, the company has shot out of the gate. Barak, who is Else’s global director of marketing, shares his insights from years as a marketing and content leader in both Canada and Israel, including a breakdown on how Else’s marketing strategy shifted and adapted to a marketplace upturned by Covid19. The short answer: Micro- and macro-influencers have been a secret sauce, driving double-digit market growth and setting the stage for retail and geographic expansion heading into 2021. It doesn’t hurt that – beyond parents thrilled to have a healthy, co-friendly option -- Else’s “satisfied customers” are adorable babies whose telegewnic media snippets are crowd-pleasers no matter the social platform!

Key Takeaways

• Barak’s journey as a marketer.
• Started out in Canada on behalf of products like L’Oreal and Evian. 
• Shifted gears and relocated to Israel to direct marketing and communications for SodaStream and AHAVA.
• His latest venture: Else Nutrition.

• What is Else Nutrition all about?
• Reshaping early childhood nutrition with plant-based food options specifically for babies and toddlers.
• “There are many plant-based categories for adults but what about babies and toddlers? What about our most vulnerable?” (2:53)
• Product grew out of seven years of R&D dedicated to delivering the full array of nutrients essential to developing infants and children.
• “It’s the first real alternative to dairy and soy in terms of formula … a next-gen alternative reimagining things.” (4:04)

• Why parents choose the plant-based lifestyle for their children.
• Two core markets:
• Families already committed to a healthy, earth-friendly lifestyle.
• Families with children who have food allergies.
• “It’s being perceived as the Netflix or Airbnb of the baby nutrition industry.” (5:33)
• Great reception from parents who welcome a clean, plant-based alternative to traditional formulas.

• The plant-based market is booming. 
• Plant-based market is disrupting food choices across all sectors
• “Food is values and we believe that food is values and what people choose to give their children says a lot.” (7:00)
• Else launched in the United States & Canada in August 2020.

• Launching a new-to-market product in the midst of pandemic.
• Trust is a huge factor with an online-only presence.
• Moved into the marketplace with Amazon.
• Expanding into the wider storefront retail marketplace in 2021.
• “We’ve had an outpouring of requests from parents around the world. It’s a universal need.” (8:50)
• Adapted marketing strategy to Covid19 limitations, including:
• Digital platforms and a variety of micro-and macro-social media influencers.
• Public relations through traditional channels such as trade and consumer/lifestyle/parenting publications. 
• Establishing trust with pediatricians and experts.

• Stories: What kinds of content performs best?
• Video was a hands-down winner because of the lovable, photogenic nature of babies themselves.
• Allowing influencers to be natural and try the product without too much interference or staging.
• “Those authentic moments are what have been best for us: Influencer parents talking about how (Else) has impacted their lives.” (15:34)
• Instagram Live has also been highly effective (i.e. a brief chat between Hilaria Baldwin and an early childhood nutrition expert).
• Repurposed snippets used in emails and other platforms further boosts views into the tens of thousands.
• “We want to be at the forefront of the conversation about what’s happening in this space and … starting conversations between parents and influencers in terms of what matters to them.” (17:48)
• Other forums: Facebook and YouTube.
• Influencer marketing has accounted for at least 30-40% of sales in the early months since launch.

• What’s the influencer landscape in Israel?
• Micro-influencers are the dominant force among social media.
• Celebrity influencers can tend to be more challenging because of demands on their time.
• “There’s a pretty vibrant scene in Israel in terms of influencers.” (19:50)
• Pluses and minuses of being based in Israel:
• Limited number of consumer packaged brands.
• Very active b2b marketplace to tap into goods globally.
• “It’s been a very, very fast startup pace and you’ve got to be extra-agile working in Israel.” (22:05)
• Israel is a “volcano of talent” across all sectors of the economy.

• What’s new and exciting for Else Nutrition in 2021?
• Envisioning a year ahead full of “something else” and a new celebrity endorser (TBA) who will be key to the brand.
• Launching additional low-sugar vanilla and chocolate products for kids 6 months+.
• Entering the retail space as the economy shifts back to bricks and mortar post-pandemic.
• Geographic expansion with a focus in Europe.

• Name an influencer you love to follow – but hate to admit it!
• Gary Vaynerchuk –“He’s an interesting figure and very vibrant … with many interesting insights in the marketing space.”
• Tony Robbins – “A very influential individual.”

About Sherri:

Sherri Langburt is the CEO of BabbleBoxx and has been a pioneer in the influencer marketing space since 2007. A passion for storytelling and brand marketing, and a desire to create an innovative social media solution, led Sherri to create BabbleBoxx - the influencer marketing agency best known for its co-sampling and signature box solutions. BabbleBoxx currently provides a full-range of integrated marketing services to brands across industries. Launched in December 2015, BabbleBoxx was named to the Inc. 500 fastest-growing private companies in 2018. 

Follow Barak:

LinkedIn

Website: https://elsenutrition.com

Further References/Resources:

Gary Vaynerchuck: https://www.garyvaynerchuk.com/biography/

Tony Robbins: www.tonyrobbins.com

Follow Sherri and BabbleBoxx:

Website: https://babbleboxx.com

@Instagram

@Twitter

@LinkedIn

Beyond the Boxx is now Hashtag Influencer! Join BabbleBoxx CEO Sherri Langburt as she interviews the biggest Brands, Agencies & Influencers to uncover their Influencer Marketing Secrets to Success!

Child Psychiatrist Dr. Zabina “Zee” Bhasin, MD, is a diversity and inclusion expert and entrepreneur and the founder of In Kidz, a lifestyle brand dedicated to creating connections through culture and championing unity amongst diversity. Kidz creates kid-focused products that help children learn about cultures while inspiring them to create a world that embraces diversity of all kinds.

Brittany Hennessy is the best-selling author of “INFLUENCER: Building Your Personal Brand In The Age Of Social Media” and a Co-Founder of CARBON AUGUST, a digital platform providing resources for influencers.She is the co-founder of Carbon August, an influencer education company that produces the Influencer Business Plan, the Influencer Launch Plan, and The Miner: Your weekly dose of OMG, LOL and WTF in influencer marketing.

Brittany is a pioneer in the influencer industry and has booked influencers for Cosmopolitan, Harper’s Bazaar, Elle, Esquire, Town & Country, Seventeen, Good Housekeeping, Travel Channel, Food Network, Lifetime and more.She has judged the Influencer Marketing Awards and is a member of the Real-Time Academy of Short Form Arts and Sciences where she judges the annual Shorty Awards and the Shorty Social Good Awards.

Take it from me, running a digital marketing agency is not easy. Today, we're going to hear all about what it takes from Tom Cunha, CEO of Brigade Marketing, a super creative and highly energetic firm, which specializes in the entertainment industry.

About Tom Cunha, CEO of Brigade Marketing

Tom Cunha is CEO of Brigade, a digital-first, award-winning marketing, publicity and advertising firm specializing in entertainment industry clientele. Brigade has executed hundreds of successful theatrical, digital, television and festival campaigns over its ten year history with clients that include Amazon, CBS, Focus Features, Hulu, IFC Films, Lionsgate, Netflix, Universal Pictures and Warner Bros.

Tom has been working in Film & Television PR and Marketing for nearly two decades and has led his teams on a wide variety of campaigns for films including 1917, BlackKklansman, Call Me By Your Name, Creed, Downton Abbey, Get Out, MA, Phantom Thread, The Shape of Water, and Soul.

Prior to founding Brigade, Tom had worked in digital marketing capacities on both agency and client sides, including MGM Studios and 20th Century Fox; He also serves on the Board of Directors of Seriesfest, a non-profit organization dedicated to championing artists at the forefront of episodic storytelling.

What started out as a passion has turned into one of the leading jewelry companies now celebrating its 10th anniversary. I'm pleased to welcome to our show today Holly Daniels Christensen, founder and CEO of Dune Jewelry.

The founder of Dune Jewelry left home at 15 years old, and never looked back taking a variety of jobs with stints as a zookeeper, pharmacy technician, promotional model, bartender, cellphone, car and cruise salesperson. She also successfully spent 14 years as a top agent in Boston’s highly competitive real estate market.

This unique “bootstrap” entrepreneur who proved she was unafraid of hard work, was voted the 2016 Woman-Owned Business of the Year for Massachusetts and New England, by the Small Business Association (SBA). In 2018, Inc. magazine honored Dune Jewelry as No. 2590 on its 37th annual Inc. 5000 List, the most prestigious ranking of the nation’s fastest-growing private companies. The list represents a unique look at the most successful companies within the American economy’s most dynamic segment—its independent small businesses. Currently, Dune Jewelry is the one-and-only experiential jewelry brand in the world.

Our guest today, Emerald-Jane Hunter is a four time Emmy award winning television producer turned entrepreneur. She is now the ringleader and founder of myWHY Agency, an integrated marketing firm based out of Chicago.

As the Ringleader of myWHY Agency, Emerald-Jane Hunter is a force to be reckoned with. A four-time Emmy Award-winning Producer and a master of all things media, storytelling and content creation, EJ has a background of 15 years working in TV and is now making a splash in the world of Integrated Marketing.

Born in Ghana, West Africa, she relocated to the US at the age of 19 and received her B.A. in Communications at Luther College in Iowa. In 2003 she moved to Chicago where she discovered her “WHY” was storytelling via television. From reality TV to live events, showrunning to talent booking EJ has done it all. She is an Emmy-Award winning Producer who’s Hollywood connection runs deep. EJ has brought Hollywood to Chicago numerous times through her many high-quality bookings, including stars such as Jennifer Hudson; Common; Cindy Crawford; Tony Goldwyn; Ne-Yo; Mike Tyson; Jane Lynch; Martha Stewart; Larry King; Cody Simpson; Sting; Boys II Men; and Barry Manilow just to name just a few.

Now as president of her own agency, EJ is finally living (and basking) in her WHY. She’s most fulfilled working with entrepreneurially minded brands and companies, managing strategic communications and crafting integrated marketing campaigns aimed at further elevating and amplifying brand voices--and of course, telling compelling, inspiring stories.