This episode was recorded live at Creator Economy Live in Las Vegas. Keith and Brendan took to the stage with Lilly Briger Senior Lead of Creator Partnerships for Barbie & Dolls at Mattel to discuss THE campaign of 2023 and the run-up to ‘B-Day’. Lilly shares her learnings on creator partnerships, awareness vs perception, maximizing budgets as well as the differences in media vs product marketing.
🐄 Our Creators Of the Week (COW):
Sisa Quispe (@sisa_quispe) - An Indigenous woman of the Quechua Aymara tribe who shares content about preservation in native ways.
MatPat – game theorist and big YouTuber who has elevated YouTube with thoughtful content and storytelling.
Chris Corsini – Prominent YouTube astrologer who shares (scarily accurate) monthly horoscopes and monetizes his community via an interesting subscription model.
👏 Our Brands Of the Week (BOW)
Pop-Tarts – The viral stunt at the end of the Pop-Tart Bowl likely provided more media value for the brand than the whole investment in the game itself.
AllTrails – Popular hiking trail app launched into ChatGPT making it even easier to source and create trails.
Sephora – the ’teen and tween takeover’ - as seen on TikTok - is a testament to marketing (albeit terrifying) how they have managed to capture the hearts and minds of teens.
This episode is sponsored by Linqia, the #1 influencer marketing partner for the world's leading brands. Having executed over 3,000 campaigns for more than 650 brands, Linqia combines technology powered by Google Vision AI with award-winning service to deliver measurable influencer results. Go to linqia.com or send a note to hello@linqia.com to speak with an influencer expert.
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This podcast is brought to you by the biggest event for influencer marketers in the US Creator Economy Live! Join Keith and Brendan live and in person as well as 100s of brands in Vegas on Febuary 3-5 2025 for lively conversation and debate about everything in the world of influencer marketing and the creator economy.
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