Afleveringen
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Think youâve got influencer marketing all figured out? Think again.
In this episode, we bust five of the most common myths brands still believe about influencer marketing in 2025. From the confusion around UGC creators vs influencers, to the outdated idea that itâs âjust another media channelâ â weâre breaking it all down.
We also dive into why influencer marketing isnât just about big names or over-the-top creative ideas, and why treating it like a pure performance channel could be costing you more than you think.
Whether youâre deep in the space or just getting started, this episode will challenge the way you think about strategy, creativity, and what it really takes to succeed with influencer marketing today.
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This week, weâre 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 credibilityHow to tailor content across platforms like TikTok and InstagramThe role of digital activation in Pauligâs broader growth strategyVera 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.
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Whatâs happening on Instagram, TikTok, and Snapchat right now? And what should brands be paying attention to in 2025? Weâve got you covered.
In this episode, we dive into the latest updates, trends, and algorithm changes shaping the major social platforms. From Instagramâs new AI tools and the rise of longer Reels, to TikTok's hottest trends like niche content and candid storytelling, and Snapchatâs game-changing AR experiences - we break down what it all means for brands and creators.
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This week, weâre joined by Emily McDonnell, Head of Creator Partnerships Nordics at Snapchat, to explore how Snapchat is becoming a game-changer for creators.
We discuss:
What makes Snapchat different from other social platformsHow creators are thrivingâand monetizingâon SnapchatWhy engagement on the platform is stronger than everEmily also shares insights on the future of Snapchatâs creator economy and what trends to watch in the coming months.
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This week, weâre joined by Alex Baker, one of the Nordics' top retail strategists and a serial entrepreneur recognised on global influencer lists, to uncover the five key retail trends brands canât afford to ignore.
Fresh from NRF in New York and retail hotspots across the Middle East and Europe, Alex shares insights on five key trends shaping 2025:
AIâs evolutionâwhy itâs now a mission-critical superpower, not just hypeRetail mediaâs explosive growth and what it means for brands big and smallAgentic AIâthe next step in automation and hyper-personalizationExperience-driven retail and why Gen Z is redefining the role of physical storesBalancing tech and human connection to create seamless customer experiencesTune in for an expert take on how these trends are reshaping the industry and what brands must do to stay ahead.
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How can brands stay relevant and create authentic connections in an ever-changing landscape? The answer: a Cultural Calendar!
In this episode of Influencer Marketing Talks, Frida Ekholm, Creative Lead and Sanna Ădmark, Head of Marketing at Cure Media, break down how brands can strategically align their marketing with key cultural moments -think movie releases, festivals, and viral trends -to boost engagement and brand impact. We highlight brands that have nailed cultural marketing and share practical steps on how to get started with your own cultural trend monitoring.
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What will social media look like in 2025? In this episode, we explore the key content trends set to shape the year aheadâtrends that donât exist in a vacuum but are influenced by shifts in consumer behavior, global events, and cultural movements.
Joining us is Jade Dâeconzac Mbay, Creative Strategist at Cure Media, who brings her expertise in crafting standout creative concepts for brands. Together, we unpack three major movements driving the content landscape: Creative Disruption, Community & Belonging, and Captivating Formats.
From Joyful Escapism and Creative Cross-Overs to the rise of Chaotic Play, we discuss what these trends mean for brands and how marketers can stay ahead in an ever-evolving digital space.
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This week, weâre joined by Johanna AndrĂ©n, Head of Marketing at Tre, to explore what it takes to build a strong, differentiated brand in the competitive telecom industry.
We discuss:
How brands can stand out in a crowded marketThe importance of defining your brandâs âstarâWhy looking beyond your own industry can fuel innovationJohanna also shares her approach to fostering a culture of experimentation, making quick decisions, and learning from failureâkey ingredients for staying ahead in todayâs fast-moving landscape.
Plus, we take a deep dive into Treâs major investment in 3Arena and why Johanna sees it as a powerful strategy for both customer connection and internal pride. And donât miss her insights on why every marketing strategy should balance structured planning with bold, unexpected wild cards.
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In this weekâs episode of Influencer Marketing Talks, weâre tackling one of the biggest disruptions in the social media world: TikTokâs potential ban in the US. What does this mean for brands, creators, and the future of marketing strategies? Tune in as we break down the latest updates, explore key takeaways, and share concrete advice on how to future-proof your social media strategy in todayâs ever-evolving digital landscape!
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Welcome to a new season of Influencer Marketing Talks! In this first episode, we speak with Dilnaz Gemici, Regional Content Manager at Wolt, about how the company integrates both traditional influencer marketing and user-generated content (UGC) to drive growth in multiple markets.
Dilnaz shares her practical advice for brands starting out with UGC, discusses the key elements for running effective campaigns, and outlines Woltâs plans to expand their UGC efforts to 13 markets in 2025.
Tune in for a thoughtful discussion on how brands can use UGC and influencer marketing to scale effectively.
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In this episode, weâre joined by Sam Foroozesh, CEO and co-founder of Cure Media, to reflect on a decade of shaping the influencer marketing industry. Sam takes us through the evolution of the field, from the early days of blogs and discount codes to todayâs influencer entrepreneurs, while sharing key milestones from Cure Mediaâs 10-year journey. We also explore future trends, industry challenges, and insights to help you make impactful decisions in the years ahead.
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In this episode, weâre joined by Julia Arheden, a beauty enthusiast and influencer marketing expert. With extensive knowledge in shaping strategies for top-tier beauty brands like Sephora, Julia brings her expertise to the table as we explore the future of beauty (influencer) marketing. From finding the perfect balance in influencer tiers to tackling the challenge of short-term trends vs. long-term impact, this conversation is packed with insights every beauty brand needs to hear.
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In this episode, weâre joined by Mikael Lenneryd, CMO at Apoteket, one of Swedenâs leading pharmacy brands on how they turn data and consumer insights into actionable marketing strategies. Mikael shares how Apoteket balances the needs of a diverse customer base, from traditional pharmacy users to the modern consumers. Plus, Mikael discusses the challenges and opportunities marketers will face in 2025, offering practical advice for staying ahead in a rapidly evolving industry. Tune in for valuable strategies to transform insights into impactful action!
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In this episode, weâre exploring how to maximize your investment in influencer marketing with a 360° strategy, featuring Emma Lundsten, Head of Operations & Client Success at Cure Media. Emma explains how brands can expand influencer-generated content beyond social media, integrating it into channels like TV, newsletters, and out-of-home advertising. Sheâll also share insights on overcoming the internal challenges of launching a 360 strategy and discuss how this evolution is reshaping the role of influencers in brand marketing for 2025.
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In this episode, we sit down with Marcus Tagesson, the founder of Babyshop and now founder and CEO of Dema, a service that integrates your e-commerce data into actionable insights, enabling your team to act faster and make data-driven decisions, from marketing to inventory.
Marcus shares his journey from building Babyshop, a baby retail brand to todayâs platform, Dema, leveraging the power of AI. We discuss the future of AI in e-commerce, common misconceptions around KPIs, and the key strategies for achieving sustainable, profitable growth.
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In this weekâs episode of Influencer Marketing Talks, weâre joined by Niklas Bondesson, Associate Professor of Marketing at Stockholm University and strategic advisor at Noa Consulting, to explore key insights from his latest report, âCommunication that Makes an Impact 2024.â
Host Isabelle and Niklas dive into the vital role of creativity in marketing success. Niklas reveals which creative elements can elevate brand recognition, capture attention, and boost engagement along with how humour and high-quality content shape audience perception and brand loyalty.
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In this episode of Influencer Marketing Talks, Frida and Isabelle explore the power of creativity in marketing and how it sets brands apart in todayâs crowded landscape.
Join us as we share why creative campaigns grab more attention, boost brand likability, and signal trustworthinessâall backed by research. We also dive into the Cure Media approach to combining always-on influencer strategies with standout creative moments to drive real results on and off social media.
Plus, we give you a sneak peek into the top creative trends for fall, from immersive brand experiences and unexpected collaborations to luxury brands going big on sports.
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Itâs finally hereâthis yearâs trendspotting episode! In just 15 minutes, hosts Isabelle Green and Frida Ekholm break down the top five social media trends that brands need to know to succeed in 2025. From crafting high-impact campaigns to leveraging new content strategies, this episode is packed with valuable insights for marketers looking to elevate their brand presence.
Hereâs a sneak peek: Learn how to create buzz with Fireworks Campaigns, embrace a Social-First Mindset to stand out in a crowded market, and expand your reach with a 360° Content Strategy. We also dive into the resurgence of Physical Brand Experiences and the power of Employee-Generated Content to foster authenticity and engagement.
Listen in to stay ahead of the curve and make sure your social media strategy is ready to thrive in 2025!
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Join us this week as we sit down with Carlos Casquilho, Head of Revenue at Cure Media. Dive into the latest trends shaping the social media landscape and discover the evolving dynamics of consumer behaviour in 2024.
Learn about the evolution of consumer behaviour towards a social-first mentality and understand why high posting volumes are now crucial for standing out in a crowded digital landscape. Discover the strategic importance of micro-influencers, creative production, and the effective use of historical data for successful influencer campaigns. Tune in for expert insights and strategies to navigate the dynamic world of social media marketing.
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This week, we're joined by Professor Sara Rosengren from the Stockholm School of Economics. Discover the significant shifts in retail driven by digital innovations and sustainability. Sara shares how digital platforms and influencers are reshaping consumer interactions and what retailers must do to stay connected and relevant in this fragmented landscape.
We also debunk common myths about consumer behaviour that retailers often believe, providing insights into the real drivers behind consumer decisions.
Tune in to gain actionable insights on adapting to consumer behaviour changes and leveraging influencer dynamics to maintain a competitive edge.
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