Inside the Creator Economy

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 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 

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 history.

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

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 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?

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 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

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 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.

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 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

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 that brands should take into account when targeting millennials now and in the future.

For example…

1. Which social platforms millennials prefer the most 

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 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

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 key

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 marketing events.

We’ll be talking about:

• What marketers can learn from NGOs