Perlu: Influencer Marketing Reimagined
34 episodes - English - Latest episode: about 4 years ago - ★★★★★ - 7 ratingsWelcome to the Perlu Podcast – a podcast where we chat with influencer marketing professionals, social media influencers, bloggers, YouTubers, podcasters – you name it – about what has led to their success.
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Episodes
Colossal Influence on Avoiding Mismanagement in a Crisis
May 01, 2020 21:00 - 36 minutes - 25.3 MBWhen a crisis like COVID-19 puts your revenue in jeopardy, any shiny new prospective partner or campaign opportunity can look promising. But don’t let your guard (or your standards) down. How do you know if someone is genuine or looking for a profiteering opportunity? How do you know if a new partnership will be a good match in a time of adversity? We asked these questions of Kristian Sturt of Colossal Influence Limited who, with hundreds of campaigns under his belt, has had plenty of oppor...
CHOMPS on People-First Influencer Marketing
April 28, 2020 18:00 - 28 minutes - 19.9 MBWe’re quarantined. And if you’re anything like us, that means you’re snacking all day, every day (the kitchen is right there) and trying to find new ways to stay healthy. Why not hit two birds with one stone? That’s where CHOMPS comes in. CHOMPS has changed the ethical game in the meat snack industry and has partnered with influencers to do so. Listen in to hear how family-owned CHOMPS uses always-on influencer partners to drive brand awareness and showcases their dedication to clean sourc...
CJ Affiliate on the Influential Power of Affiliate Marketing
April 28, 2020 15:00 - 33 minutes - 23 MBAffiliate marketing is the win-win approach all brands should be taking with their influencers. By incentivizing influencer partners who already love your product, you gain access to influencers’ loyal and trusting fanbases. Affiliate marketing rapidly grows your brand’s customer base and establishes a personable rapport with your customers. Despite its efficacy, affiliate marketing is often overlooked when brands develop their marketing strategy. But Gabrielle Pajer and Corinne Travis of C...
Jenn Leedy: Proof Influencer Marketing REALLY Works From A Consumer’s POV
April 23, 2020 15:00 - 19 minutes - 13.4 MBWe’ve talked a lot on this podcast with brands, influencers, and agencies about influencer marketing success strategies. But we’ve yet to hear a consumer speak on their experience with influencers. Do the pretty photos and brand endorsements work? Even for the generations older than Gen Z or Millennials? Jenn Leedy was a skeptic — wary of influencers and their platforms. In this episode, she shares with us how she found an influencer she feels close to, what makes one connection with an inf...
Small Girls PR on Relationships over Transactions in Influencer Marketing
April 16, 2020 13:00 - 12 minutes - 8.51 MBFrom micro influencers to celebrities, the question on every brand and agency’s mind is how to navigate paying your influencers. Check out this mini-episode to learn more about why it isn’t an exact science, and how a strong relationship with an influencer can save you money.
CLEVER on What is Appropriate in Influencer Marketing in the Age of the COVID-19
April 13, 2020 20:00 - 30 minutes - 21.2 MBIn a few short weeks, the world seems to have been turned on its head because of COVID-19. Everyone — consumers, agencies, brands, influencers — is being affected in some way, and most brands feel it’s necessary to pivot their marketing strategy to avoid sounding tone deaf. But how do you decide how to pivot when a crisis of this size is unprecedented? Alison Kimble Charles, senior director of product marketing at CLEVER has spent nearly a decade working with influencers and brands like Dov...
Amy Verhey of Tillamook Marketing on Engaging Food & Beverage Influencers
April 06, 2020 19:00 - 18 minutes - 12.4 MBEver wish you could be the person who taste tests new ice cream flavors? (Same.) For Amy Verhey, though, that’s not just an ice cream dream — it’s her reality. Along with being a member of Tillamook’s Supertasters, she also works as Tillamook’s senior marketing manager, where she applies her experience from Edelman, Starbucks, HP, Netflix, Ghirardelli and PayPal to make Tillamook one of the biggest household names in dairy through ingenious campaigns such as creating a national holiday. So ...
Bruce Downes of Willie’s Superbrew on Brand Ambassadors as Influencers
March 31, 2020 19:00 - 19 minutes - 13.6 MB*NOTE: This audio was recorded before social distancing regulations were implemented, and since the spread of COVID-19, your influencer marketing is probably looking a little different these days. We think you’ll still find Bruce's information valuable, and we look forward to seeing how you support your audience and your influencers and adjust your influencer marketing to stay safe during this crisis. What exactly is the difference between a brand ambassador and an influencer? Well, accordi...
Casey Smith of Kroger Marketing: Harnessing TikTok for Influencer Marketing
March 30, 2020 15:00 - 16 minutes - 11.2 MBIf you haven’t downloaded it yourself, you’ve probably heard by now about the latest social media platform sweeping the nation’s youth. TikTok, the short-form video-sharing social networking app akin to the retired Vine app, has captured the hearts of Gen Zers. While many brands are still struggling to figure out a marketing strategy to break into TikTok and speak to Gen Z, Casey Smith, social media and influencer manager at Kroger’s family of stores, is wayyy ahead of the game. The Kroger...
Ashley Ha of Sephora on Fashion & Beauty Influencer Marketing Programs
March 13, 2020 14:00 - 13 minutes - 9.35 MBAshley Ha is no stranger to the power of fashion and beauty influencers, often finding herself filling a virtual shopping cart after hearing a glowing product endorsement from a trusted source. In this episode of Perlu’s influencer marketing podcast, Ashley recalls her experience working with fashion & beauty influencers at agencies and in-house on the Sephora marketing team.
Elizabeth Walker of Blavity on Diversity in Influencer Marketing Campaigns
March 10, 2020 17:00 - 17 minutes - 12.1 MBWhen casting influencers for her campaigns, Elizabeth Walker is passionate about ensuring the talent reflects the diversity of the world. In this episode of the Perlu Podcast, she shares why she doesn’t consider it a difficult task at all...and why if you feel it’s difficult, you are probably doing something wrong. Elizabeth Walker is the celebrity and influencer talent manager for Blavity, (a blend of “black” and “gravity”) which is home to the largest network of platforms and lifestyle br...
Bette Ann of Lyft Marketing on Utilizing Influencers for Social Impact Campaigns
February 18, 2020 14:00 - 26 minutes - 18.5 MBYou probably know of Lyft as the popular rideshare service app. But did you know Lyft also owns most of the major bike shares across the country? Or that the company has a huge focus on social impact campaigns for food equity, voting access and job access programs? In this episode of the Perlu Podcast, we sat down with Lyft’s director of influencer marketing, Bette Ann Schlossberg, to learn how she incorporates authentic and passionate influencers of every audience size to these meaningful ...
Maria Rendina of SheFit: Working with Influencers Already Devoted to Your Brand
January 31, 2020 21:00 - 11 minutes - 7.75 MBIf producing this podcast has shown us anything, it’s that the best influencer marketing professionals come from all different backgrounds. For Maria Rendina, influencer marketing coordinator at SheFit, that background was broadcast journalism. But through a connection at SheFit, she found herself launched into the influencer marketing world. The team at SheFit was facing a unique challenge as a startup in the niche sports apparel industry: they didn’t have a wide range of diverse products ...
PERLU MINI: Kodiak Cakes on Influencer Engagement Metrics and Reinforcing Relationships
January 29, 2020 14:00 - 10 minutes - 7.21 MBEighteen-year-old Lily Cozad had no idea she was involved in influencer marketing when she and her college friend started a T-shirt business out of their dorm rooms, but that was when she learned first-hand that people trust people more than ads. Today, as influencer marketing coordinator at Kodiak Cakes, Lily focuses on cultivating personal relationships with her influencers — members of the Kodiak Den — in order to accurately assess whether Kodiak Cakes wants to work with them and to rei...
Clare Brown of IDG on B2B versus B2C Influencer Marketing
January 22, 2020 14:00 - 17 minutes - 11.8 MBNot long after GIFs and memes took the internet by storm, Clare Brown of IDG realized something — brands could capitalize on this trend, too. So she created the first branded GIF. This is just one example of how Clare has innovated the marketing industry. Throughout the last 10 years, she’s worked with major brands like Maybelline and AMC to revitalize their influencer marketing strategy. Lucky for us, she agreed to chat with us about the difference between B2B and B2C influencer marketing...
Randall Chinchilla of Coty Marketing on Earned Media and Influencers
January 15, 2020 16:00 - 22 minutes - 15.6 MBIf you’ve ever sat in a salon chair and breathed in the oddly comforting smell of professional salon products while the stylist snips away to the new and improved you, you’ve practically shaken hands with this episode’s interviewee. Randall Chinchilla started his career at Cadbury Schweppes and later spent almost two decades at Procter & Gamble before making his foray into the world of professional salon product influencers. Throughout his years in the influencer marketing industry, he’s us...
Cassidy Stockton of Bob’s Red Mill on Timely Campaigns and Lasting Partnerships
December 20, 2019 20:00 - 17 minutes - 12.2 MBFifteen years ago, Cassidy Stockton began her career at Bob’s Red Mill in customer service. Since then, she’s worked her way up into the influencer marketing world. Now she runs the influencer marketing program at Bob’s Red Mill. With fifteen years under her belt, she’s gained know-how very few players in the industry have had the opportunity to learn. Lucky for us, she was willing to share a few of the lessons. So relax (or bake something with Bob’s Red Mill flour? Pancakes?) and hit play ...
Cody Beavers of Sixt on a Brand’s International Expansion using Influencer Marketing
December 20, 2019 19:00 - 25 minutes - 17.5 MBExpanding your brand overseas comes with mixed emotions. It’s exhilarating – congratulations on the growth! – but it also can lead to a lot of new challenges in marketing. How do you know the best way to reach your new audience? In this episode, we hear from Cody Beavers of international, multibillion-dollar car rental company Sixt. Sixt is one of the first and most influential international car rental companies in the world - with over 100 years in the business. They were the first car ren...
Justyna Torres of 360i on Leveraging Authentic Influencer-Brand Partnerships
December 13, 2019 17:00 - 20 minutes - 14 MBIs an influencer right for this campaign? How do I find and choose an influencer to work with? How much value would an influencer really add to this project? Justyna Torres, senior manager of influencer marketing at 360i, asks these questions every day. We sat down with her to hear about the strategies she uses to lead successful campaigns at a viral scale while leveraging real, authentic influencer relationships such as the #DSWStyleSquad.
Kibbee Miller of Converse on What Big Brands Look for in Influencers
November 20, 2019 19:00 - 18 minutes - 12.6 MBA passion for fashion and footwear drove Kibbee Miller to Converse. Now a member of their global social media team, Kibbee works closely with influencers of all scales every day on multiple active campaigns. We sat down with her to hear what it takes to get a gig with a brand like Converse. Are you an influencer hoping to score a collab with a brand of this scale? Are you a brand trying to understand what you should be looking for in your influencers? Kick up your heels ... or chucks ... a...
Edelman on Working With Celebrities AND MicroInfluencers
November 13, 2019 18:00 - 27 minutes - 19.1 MBFrom organic Facebook posts in 2012 to full-blown paid social campaigns in 2019, Edelman’s U.S. Vice President of Influencer Relations and Business Affairs Andrew Schwalb has experienced firsthand the evolution of influencer marketing. Andrew has seen the benefits and challenges of working with celebrities and micro influencers over the course of his career and is ready to share his wisdom with the Perlu listeners. So kick back, close out of all of those social media apps for a few minutes...
Smoke Shack Jerky on the Benefits of Influencer Marketing for Start-Ups
November 12, 2019 16:00 - 12 minutes - 8.65 MBWe’ve had a lot of guests on this podcast who have made dramatic career shifts into influencer marketing. Now it’s time we talk with someone who did the reverse: meet Jonathan Brown, marketer turned gourmet jerky entrepreneur. Jonathan Brown, or JB, didn’t completely abandon his marketing roots when he founded Smoke Shack Jerky. In fact, he seized the opportunity to dive into influencer marketing – this time for his own brand. Grab a snack (you’ll need it!) and hit play to hear about how JB...
Dave Peck of RingCentral on Executing Foolproof Influencer Marketing Campaigns
October 18, 2019 14:00 - 36 minutes - 25.4 MBCatfishing your way into success isn’t typically well-advised, but that’s exactly how Dave Peck made his name. Well… sort of. Under the alias of a female avatar named Britney Mason on the original virtual universe Second Life, Dave went from insurance broker to social media and digital marketing expert in just a few years. Today, he has been featured in countless media outlets and news shows, worked with seemingly every micro-influencer and celebrity under the sun, and is head of social me...
Samara Finn Holland of Kaplow on Storytelling in Influencer Marketing
September 20, 2019 15:00 - 20 minutes - 14.1 MBToday, students interested in influencer marketing have dozens of colleges and degree programs to choose from to help them break into the industry. But that wasn’t the case when Samara Finn Holland, senior vice president of influencer marketing at Kaplow, was in school. Samara had to find her own way into the emerging industry of influencer marketing. While being a pioneer in any industry is difficult, transitioning from PR to influencer marketing felt natural for Samara because of her lov...
Samara Finn Holland of Kaplow on Storytelling in Influencer Marketing
September 20, 2019 15:00 - 20 minutes - 14.1 MBToday, students interested in influencer marketing have dozens of colleges and degree programs to choose from to help them break into the industry. But that wasn’t the case when Samara Finn Holland, senior vice president of influencer marketing at Kaplow, was in school. Samara had to find her own way into the emerging industry of influencer marketing. While being a pioneer in any industry is difficult, transitioning from PR to influencer marketing felt natural for Samara because of her lov...
Agency Founder Tom Potts on Using Influencers to Drive Results
September 18, 2019 14:00 - 18 minutes - 12.8 MBDon’t think a car mechanic could make waves in the influencer marketing industry? Think again, because that’s exactly what Tom Potts did. While working as a car mechanic, Tom did a 180 and ventured into the digital marketing world. There, he spent years in leadership roles at Starcom Mediavest Group, Lowe Profero and Edelman. Then, he made a big decision: he wanted to be his own boss. And that’s when he started MML Consulting & Subculture Club, helping agencies and brands develop digital m...
Lauren Schultz of Home Chef on Scalable, Authentic Influencer Marketing
August 12, 2019 12:00 - 15 minutes - 10.6 MBInfluencer marketing has worked its way into nearly every industry, even meal solutions. And no one knows this industry better than Lauren Schultz, senior manager of influencer marketing at Home Chef. During her career, Lauren has worked with influencers of all kinds, from micro influencers to Angela Kinsey and Brian Baumgartner of the hit TV show, The Office. We sat down with Lauren to learn how she develops and sustains relationships with the influencers she works with and how she creates...
Nicole Emerick of FCB Chicago on Influencer Marketing and Creative Freedom
August 08, 2019 15:00 - 17 minutes - 11.9 MBYou may not think someone in finance would make the switch to the influencer marketing world, but that’s exactly what Nicole Emerick did. Now, this banker-turned-blogger-turned-influencer-marketing-guru is the VP and director of social media and influencer marketing at the global advertising agency, FCB Chicago. We sat down with Nicole to discuss her journey, how she chooses her influencers and the benefits of giving influencers creative freedom. So throw on those headphones, take a walk a...
Travel Influencer Courtney Brandt of A to Za’atar Talks Fine Dining and The Expat Life
July 29, 2019 20:00 - 22 minutes - 15.3 MBEver dreamt of living abroad? Dining daily on international cuisine? If so, you’ll definitely be inspired by Courtney Brandt, American expat, food blogger, and founder of A to Za’atar. Since 2007, Courtney has made the Middle East her home. Between getting a driver’s license while living abroad and making a living writing about food, Courtney knows a thing or two about the expat foodie life. Courtney is also the author of 10 published novels (with more on the way!) Her work has been feature...
Dennis Littley on Brand Collaborations and Going Above and Beyond
July 29, 2019 20:00 - 27 minutes - 19 MBSome people become influencers intentionally, while others find themselves in the lifestyle on accident, like Dennis Littley of Ask Chef Dennis. Dennis started a culinary program at a high school and thought, “Why not put these recipes on a blog?” He did just that and pretty soon he found himself in the influencer world. Dennis may have wound up in the influencer world unexpectedly, but that doesn’t mean he hasn’t put in hard work! In fact, the brands Dennis has collaborated with absolutely...
Influencer Networking Tips with Megan Jerrard of Mapping Megan
July 29, 2019 20:00 - 27 minutes - 18.8 MBIf you consider yourself well traveled, you might reconsider after meeting Megan Jerrard of Mapping Megan. Since 2007, the Australian journalist has visited over 50 countries – on all seven continents! For Megan, though, it’s not about the numbers. From Myanmar to Tanzania (where she met her husband!), Megan strives to travel sustainably and fully immerse herself in the cultures she visits. Over the last decade, Megan has been featured in publications like National Geographic, The New York...
Jen Ruiz from Jen on a Jet Plane Talks SEO and South of France
July 29, 2019 20:00 - 26 minutes - 18.2 MBDo you dread Mondays? Or maybe you’ve been stuck in the same old routine for years. Well, if you’ve ever thought you’re doomed to the same lifestyle forever, just chat with Jen Ruiz from Jen on a Jet Plane! This lawyer-turned-full-time-travel-blogger knows a thing or two about making a massive career switch. Jen may be a full-time travel blogger now (and No. 1 Amazon bestselling author and TEDx speaker), but she didn’t start out that way. She actually started traveling as a way to recoup fr...
The Importance of Influencer Collaboration with Kavita Favelle from Kavey Eats
July 29, 2019 20:00 - 15 minutes - 10.6 MBYears before influencers took over the web, Kavita Favelle was taking the blogging world by storm. From home cooking to restaurant reviews, her blog, Kavey Eats, was making an impression and working with brands and organizations all across London. It wasn’t too long before she began expanding her horizons, and by 2011, she’d been invited on her first press trip. Despite her success as a blogger, Kavita isn’t interested in blogging full time. She is constantly juggling multiple gigs – and s...
Ketchum’s Jenny Heinrich on Breaking into Influencer Marketing
July 29, 2019 16:00 - 31 minutes - 21.4 MBIf you thought influencer marketing was the hot new thing, think again. Jenny Heinrich, board member of the Influencer Marketing Association and Senior Vice President of Influencer Marketing at Ketchum, says influencer marketing has been around for decades (or more)! Jenny herself has been a powerhouse in the influencer marketing world since the early 2000s, when internet influencers were limited to blogs and Myspace – before Kevin Systrom had even thought of creating Instagram. We sat down...