This week, we’re joined by Vera Ebbeson Dahlin, Digital Activation Manager at Santa Maria (part of the Paulig Group), to explore how one of the most iconic food brands in the Nordics is using influencer marketing to drive sustainable and profitable growth.
We discuss:
<ul>
<li style="font-weight:400;">Why long-term influencer collaborations are key to building credibility</li>
<li style="font-weight:400;">How to tailor content across platforms like TikTok and Instagram</li>
<li style="font-weight:400;">The role of digital activation in Paulig’s broader growth strategy</li>
</ul>
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.

This week, we’re joined by Vera Ebbeson Dahlin, Digital Activation Manager at Santa Maria (part of the Paulig Group), to explore how one of the most iconic food brands in the Nordics is using influencer marketing to drive sustainable and profitable growth. 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.

This week, we’re joined by Vera Ebbeson Dahlin, Digital Activation Manager at Santa Maria (part of the Paulig Group), to explore how one of the most iconic food brands in the Nordics is using influencer marketing to drive sustainable and profitable growth.
We discuss:
<ul>
<li>Why long-term influencer collaborations are key to building credibility</li>
<li>How to tailor content across platforms like TikTok and Instagram</li>
<li>The role of digital activation in Paulig’s broader growth strategy</li>
</ul>
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.

Tacos, Trends & TikTok: Inside Santa Maria’s Digital Activation Strategy

Inside the Creator Economy is a business podcast exploring how creator-led marketing is reshaping modern brand building.
Hosted by Sanna Ödmark and Frida Ekholm from Cure Media, the show brings you inside the conversations shaping the future of the creator economy - from CMOs and founders to creators, platforms and growth leaders across Europe.
This isn’t about one-off campaigns. It’s about what happens when brands move creators from the margins to the core of their strategy.
Each week, we unpack the real questions marketing teams are facing:
<ul>
<li>What does it take to stay culturally relevant in a fast-moving landscape?</li>
<li>What can brands learn from the creators who build communities, not just audiences?</li>
<li>How do you structure for creator-led growth?</li>
</ul>
Produced by Cure Media, one of the leading creator marketing agencies in Northern Europe, this podcast is for marketers and business leaders who want to understand where growth is heading next.

Business

Marketing

Inside the Creator Economy is a business podcast exploring how creator-led marketing is reshaping modern brand building. Hosted by Sanna Ödmark and Frida Ekholm from Cure Media, the show brings you inside the conversations shaping the future of the creator economy - from CMOs and founders to creators, platforms and growth leaders across Europe. This isn’t about one-off campaigns. It’s about what happens when brands move creators from the margins to the core of their strategy. Each week, we unpack the real questions marketing teams are facing: What does it take to stay culturally relevant in a fast-moving landscape? What can brands learn from the creators who build communities, not just audiences? How do you structure for creator-led growth? Produced by Cure Media, one of the leading creator marketing agencies in Northern Europe, this podcast is for marketers and business leaders who want to understand where growth is heading next.

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Tacos, Trends & TikTok: Inside Santa Maria’s Digital Activation Strategy

Tacos, Trends & TikTok: Inside Santa Maria’s Digital Activation Strategy

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