Inside the Creator Economy
Inside the Creator Economy is a weekly podcast that explores influencer marketing and its role in building trust with audiences. Hosted by Sanna Ödmark and Frida Ekholm from Cure Media, each episode covers digital and social media topics to help marketers enhance their strategies. The show also features conversations with industry experts. Produced by Cure Media, a leading influencer marketing company for fashion brands.
Episodes
How IKEA Rebuilt Brand Tracking for Growth
In this episode of Inside the Creator Economy, we sit down with Alexander Shmelkov, Director of Global Brand Tracking at IKEA.
Most brand trackers are built to tell you what happened. Alexander has spent the last few years rebuilding one to help the business decide what to do next, across 64 markets, in an environment where the rules of growth are changing fast.
In this conversation we get into
PepsiCo’s Sorin Patilinet on Marketing Effectiveness in the Age of AI
Most marketers today are under pressure to do more, move faster and constantly prove results. But what actually drives growth long term?
In this episode of Inside the Creator Economy, we sit down with Sorin Patilinet, Global Marketing Effectiveness & Measurement Lead at PepsiCo and recently published author on Marketing Effectiveness, to unpack what really drives growth today - and why many m
Elisabeth Asserson Ingebrigtsen on Being a Creator Today
The creator role has changed - and not just in how content looks, but in what it demands from the people behind it.
In this episode of Inside the Creator Economy, we sit down with Norwegian creator Elisabeth Asserson Ingebrigtsen to unpack what it actually means to build a personal brand today, beyond aesthetics, algorithms and surface-level engagement.
We talk about the shift from being “polish
From Broadcast to Participation: The TikTok Shift
TikTok is no longer a channel you test. It’s a platform shaping how brands build relevance.
In this episode of Inside the Creator Economy, we sit down with Elin Palmelius from TikTok Nordics to unpack what’s actually changing - not just on the platform, but in how brands think about creativity, audiences and growth.
Over the past few years, TikTok has evolved from a fast-moving challenger to a c
5 Things We Can’t Stop Talking About Right Now
In this episode of Inside the Creator Economy, we’re doing something a little different.
Instead of bringing in a guest, we’re taking you inside our internal insights chat at Cure Media, where our team shares the signals, shifts and conversations shaping the creator economy in real time. This episode is built from those discussions.
We unpack five shifts we keep coming back to. Not trends in the
Building a Beauty Brand Through Culture with Roger Dupé
The beauty industry talks a lot about inclusivity. But few brands are actually built around it.
In this episode of Inside the Creator Economy, we sit down with Roger Dupé, founder and CEO of Melyon, to explore what it really takes to build a brand rooted in culture, identity and long-term vision.
Before launching Melyon, Roger spent years inside the global fashion industry, working with brands l
Inside the Male Beauty Shift with Jonna Oteiza
The male beauty scene is evolving fast. But the way brands approach it often hasn’t caught up.
In this episode of Inside the Creator Economy, we sit down with Danish creator Jonathan Oteiza, also known as Jonna Skincare, to explore what’s really happening inside the male beauty space, from the perspective of someone building credibility in an industry driven by trends.
This isn’t another convers
The Åhléns Turnaround: Reinventing a 126-Year-Old Brand
Åhléns was losing money for over a decade. Today, it’s profitable, three years in a row.
In this episode of Inside the Creator Economy, we sit down with Thomas Engelhart, Chief Strategy, Customer & Marketing Officer at Åhléns, to unpack one of the most impressive retail turnarounds in the Nordics.
This isn’t a surface-level transformation story. It’s a conversation about what actually happen
From Influencer Marketing to Creator-Led Strategy with Sam Foroozesh
After more than five years and ten seasons of Influencer Marketing Talks, we’re stepping into a new chapter. Not because the conversations have changed, but because the industry has. Influencer marketing is no longer the debate. The proof is there. Budgets are shifting. Global CEOs are talking about scaling creator collaborations at speed. The real question now isn’t whether it works, it’s how bra
Creator POV: The Shift in Running Culture with Hedda Schroeter Skaug
We’ve been bringing creators from our community into the podcast to understand what’s actually shaping culture locally - and right now, running culture is one of the biggest shifts we’re seeing.
This week, we’re joined by Hedda Schroeter Skaug, creator, runner, and one of the strongest voices in Norway’s running community.
And she’s refreshingly clear on what many brands still miss: running isn’
Snapchat’s Comeback & The New Rules of Real Connection
Snapchat is rising fast again - and not for the reasons you think.
In this episode, we sit down with Per Christian Strand Teslo from Snapchat to unpack why the platform is suddenly back at the center of the conversation, and what most marketers still get wrong about how Gen Z uses Snap.
This is not the usual “Snap 101.” Instead, we go deeper into the real reasons behind the platform’s resurgence:
Creator POV: Meaningful Influence in a TikTok World With Frida Jernspets
With nearly half a million followers on TikTok, Frida Jernspets has grown her platform slowly and steadily over years – no viral “big break”, just consistent, real connection. In this episode, she shares why that’s been key to her longevity, why she turned down a major fast-fashion deal the very next day after deciding to stop those partnerships, and the simple rule that guides everything she post
Powered by Joy: How Cloetta Builds Brands for Anyone, Anytime, Anywhere
Cloetta may be Northern Europe’s leading confectionery company, but behind the colorful shelves and iconic classics lies one of the most complex challenges in FMCG: building brands for anyone, anytime, anywhere.
In this episode, we sit down with Thomas Biesterfeldt, Global CMO at Cloetta, to explore what it really means to market a category with almost 100% penetration, where reach, emotion, and
Creator POV: How to Build a Brand That Lasts With Louise Lundberg
This week on Influencer Marketing Talks, we’re joined by Louise Lundberg - a creator and digital strategist who brings a rare dual perspective to the industry. She works with global brands daily, while building her own audience across Instagram and Substack, giving her a front-row view of how the creator economy is evolving in real time.
In this episode, we dive into:
How to build a creator br
More Than a Trend: How Sport and Wellness Became Culture
From marathons to mindfulness, sport has evolved from a niche interest into a global lifestyle movement, shaping how we live, spend, and connect.
And while sports brands may lead the way, this isn’t just their game anymore. The opportunities now extend to everyone - from food and fashion to tech, beauty, and lifestyle.
In this episode, we unpack the biggest Sport & Wellness Trends for 2026,
From Freezers to Feeds: How Findus Keeps a Heritage Brand Fresh
Findus has been part of dinner tables across Europe for decades — a true heritage brand loved for its convenience and quality. But staying relevant in a fast-moving, attention-hungry world? That’s a whole different challenge.
In this episode, we sit down with Anna Knutsson, Head of Media at Nomad Foods Nordics, to explore how one of Europe’s most iconic FMCG brands continues to evolve, balancing
Why Some Retailers Win (and Others Don’t)
Few people have had as many conversations with the minds behind the Nordics’ most successful retail and e-commerce brands as Björn Påhlman Spenger.
As the host of Framtidens E-handel, one of the Nordics’ biggest business podcasts, he’s sat down with top founders, CMOs, and retail leaders to uncover what really drives growth in a rapidly changing landscape.
In this episode, we flip the script and
The Power of Passion Communities: Inside the Male Creator Movement
Hunting, fishing, and outdoor life might sound like niche interests, but they’re powered by a community built on passion, expertise, and shared values.
In this episode, we dive into how brands connect with male audiences through authentic storytelling, and the creators and ambassadors who bring those stories to life. Together with Sarah Winckel, Marketing Director at Jaktia, Scandinavia’s leading
From Buzzword to Business Value: The Real Story of UGC
User-generated content isn’t new, but it’s evolving fast.
In this episode, we go beyond the buzz to explore what UGC really means in 2025 and how it’s reshaping brand strategy. Together with Paulina Johnson, UGC Specialist and a creator herself, we break down how UGC differs from influencer marketing, how brands are using it strategically, and what it takes to make it work in practice — from both
Beyond Likes: How Microsoft Scaled Influencer Marketing 12x
Influencer marketing inside one of the world’s biggest companies? That’s exactly what today’s guest, Marie-Laure De Veyt, Retail Influencer & Innovation Marketing Lead at Microsoft, has been building over the past decade. From pioneering a retail creator marketing function to scaling budgets twelvefold, she’s helped prove that creator content doesn’t just entertain - it drives real retail outc
5 Trends Defining the Creator Economy in 2026
The creator economy is rewriting the rules of modern marketing, transforming how culture, commerce, and creativity collide.
In this episode, we unpack five of the biggest shifts defining the creator economy in 2026, and what they mean for brands, marketers, and the future of advertising. From the Cannes Lions stage to TikTok feeds, from sonic branding to community-led growth - this is where influ
ThisThat on Influencer Marketing’s Full-Funnel Power
Influencer marketing is proving its strength across the entire funnel, and now there’s data to back it up. In this episode, Max Osborne, Founder of ThisThat, joins us to break down key findings from their latest report, which highlights influencer marketing as the most effective channel for driving business impact. ThisThat is a leading insights platform that helps brands measure real results thro
Intersport On Merging Tradition and Transformation
What happens when a legacy brand dares to reinvent itself, without losing sight of where it came from? In this episode, Johan Uhrbom, Media Operations Manager at Intersport, shares how the iconic sports retailer is navigating a digital transformation while staying rooted in its heritage.
Tune in to learn:
How Intersport is building a leading voice in the running category
The layers of influe
Inside Asket's Mission to Redefine Fashion and Consumer Behaviour
Asket is on a mission to slow down fashion, by creating a permanent collection of timeless essentials and rethinking the way we produce, consume, and value clothing.
In this episode, Jonatan Ehn, Chief Commercial Officer at Asket, joins us to explore what it means to grow a brand rooted in values without compromising on impact or ambition.
Tune in to learn:
How Asket balances commercial goals wit
Why De-influencing Isn't Killing Influencer Marketing
Is de-influencing the end of influencer marketing? Not quite! More like a fresh summer breeze, what we all need after a long winter.
In this episode, we break down the trend that’s taken over TikTok and Instagram, where creators and people like you and me push back against overconsumption and hype. But rather than signalling the downfall of the influencer marketing industry, de-influencing is dri
How Music Powers Authentic Creator Collaborations with Epidemic Sound
With the rise of video-first content across every platform, from TikTok and Reels to LinkedIn and YouTube, music is no longer a “nice to have” in creator campaigns. It’s a must. And few know that better than Gracie Schram, Senior Creator Partnerships Manager at Epidemic Sound.
In this episode, Gracie joins us to explore how music can unlock more authentic, engaging, and high-performing influenc
How to Build a Winning Influencer Strategy for 2026
What does a successful influencer marketing plan look like for 2026? In this episode, we explore how forward-thinking brands are already laying the groundwork—not just for next year, but also for the upcoming autumn campaigns of 2025—and what marketers need to consider today to stay ahead.
Joining us is Alexander Swärd, Brand Partnership Advisor at Cure Media, who brings years of experience help
The Truth About Influencer Marketing in 2025: 5 Myths Busted
Think you’ve 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 it’s “just another media channel” – we’re breaking it all down.
We also dive into why influencer marketing isn’t just about big names or ov
Tacos, Trends & TikTok: Inside Santa Maria’s Digital Activation Strategy
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 Ins
Trending Now: What's New on Instagram, TikTok, and Snapchat?
What’s happening on Instagram, TikTok, and Snapchat right now? And what should brands be paying attention to in 2025? We’ve got you covered.
In this episode, we dive into the latest updates, trends, and algorithm changes shaping the major social platforms. From Instagram’s new AI tools and the rise of longer Reels, to TikTok's hottest trends like niche content and candid storytelling, and Snapch
How Snapchat Is Redefining the Creator Economy
This week, we’re 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 platforms
How creators are thriving—and monetizing—on Snapchat
Why engagement on the platform is stronger than ever
Emily also shares insights on the future of Snapchat’s crea
What’s Next for Retail? Alex Baker on the Trends Shaping 2025
This week, we’re 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 can’t 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:
AI’s evolution—why it’s now a mission-critical
Owning the Marketing Moment with a Cultural Calendar
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 Ödmark, 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 boo
The Biggest Content Trends Shaping Social Media in 2025
What will social media look like in 2025? In this episode, we explore the key content trends set to shape the year ahead—trends that don’t exist in a vacuum but are influenced by shifts in consumer behavior, global events, and cultural movements.
Joining us is Jade D’econzac Mbay, Creative Strategist at Cure Media, who brings her expertise in crafting standout creative concepts for brands. Toget
Balancing Strategy and Wild Cards: How Tre Stands Out in Telecom
This week, we’re joined by Johanna Andrén, 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 market
The importance of defining your brand’s “star”
Why looking beyond your own industry can fuel innovation
Johanna also shares her approach to fostering a culture of experim
What TikTok’s US Ban Means for Brands and Marketers
In this week’s episode of Influencer Marketing Talks, we’re tackling one of the biggest disruptions in the social media world: TikTok’s 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 today’s ev
UGC Done Right: How Wolt is Scaling Across Markets
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
10 Years of Cure Media: Lessons and the Future of Influencer Marketing
In this episode, we’re 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 today’s influencer entrepreneurs, while sharing key milestones from Cure Media’s 10-year journey. We also explore future trends, industry challenges,
The Beauty Playbook: Influencer Strategies for 2025
In this episode, we’re 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-ter
Turning Marketing Insights into Action with Mikael Lenneryd
In this episode, we’re joined by Mikael Lenneryd, CMO at Apoteket, one of Sweden’s 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 2
360° Influencer Marketing with Head of Operations, Emma Lundsten
In this episode, we’re 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. She’ll also share insights on overcoming th
Profitable E-Commerce: How AI is Shaping Success
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 today’s platform, Dema, leveraging the power of AI.
Communication that Matters: The keys to making an impact
In this week’s episode of Influencer Marketing Talks, we’re 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, “Communication that Makes an Impact 2024.”
Host Isabelle and Niklas dive into the vital role of creativity in marketing success. Niklas reveals which creative element
Unleashing Creativity in Influencer Marketing
In this episode of Influencer Marketing Talks, Frida and Isabelle explore the power of creativity in marketing and how it sets brands apart in today’s crowded landscape.
Join us as we share why creative campaigns grab more attention, boost brand likability, and signal trustworthiness—all backed by research. We also dive into the Cure Media approach to combining always-on influencer strategies with
Top 5 Trends Driving Influencer Marketing in 2025
It’s finally here—this year’s 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.
Here’s a sneak peek: Le
Trends Transforming Social Media and Influencer Marketing in 2024
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 landscap
Rethinking Retail: The New Dynamics of Consumer Behaviour
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
Decoding Marketing Success: The Anatomy of Effectiveness
Join us this week as we dive into "The Anatomy of Effectiveness" with Imaad Ahmed from WARC, the global leader in marketing effectiveness. With over 15 years guiding top brands, Imaad outlines the five building blocks of effective marketing that every marketer needs to know.
Discover strategies for balancing brand building with sales activation, the importance of multi-channel approaches, and adap
Why Arla is Scaling Up Influencer Marketing
In this week’s episode we chat with Sara Johansson, Strategic Media Lead Sweden at Arla, the world’s largest organic dairy producer, operating in 146 countries. Sara will share her expert insights on integrating influencer marketing into Arla’s expansive media strategy.
Together, we’ll delve into the data-driven tactics behind Arla’s influencer collaborations, learn how they maintain relevance in
How Nestlé Integrates AI into Its Day-to-Day Marketing Strategy
In this episode, we're joined by Søren Mohr, Nordic Media, Digital and AI Manager at Nestlé, who shares his insights on seamlessly integrating AI into marketing frameworks. Discover the strategic roadmap for AI adoption, from securing executive endorsement to fostering a culture of innovation and adaptability within your teams. We'll explore practical strategies to leverage AI for enhanced creativ
Active Attention: The Key to Effective Marketing
In this week’s episode, we delve into the pivotal concept of active attention in marketing, emphasizing its role in not just capturing, but also connecting with audiences amidst the relentless digital noise. Kristian Melå, Co-founder of Cure Media with a decade of experience in influencer marketing, shares his invaluable insights.
In our discussion, we uncover:
What active attention means for mark
Next-Gen FMCG: A Guide to Engaging Communication
In this podcast episode, we will dive into the transformative world of pharmacy retail with a spotlight on Kronans Apotek, a leader in the Swedish pharmacy market together with Anja Fahlström, Digital Marketing Manager and Jennifer Kovacs, Head of Digital Activations.
We’ll explore the booming e-commerce growth within the beauty segment, the evolution of pharmacies beyond traditional boundaries
Beyond the Basics: Finetuning Your Influencer Marketing Strategy
In this week's episode, Frida sit down with Julia Arheden, a strategist with over five years in the influencer marketing field, currently leading strategy for Cure Media's major clients. Julia brings her deep industry knowledge to the table, offering invaluable tips on refining your influencer marketing strategy to meet the evolving demands of consumers.
You will also learn:
The often-overlook
Utilizing AI: Trends, Tools, and Tomorrow
In this week's episode, we're joined by digital marketing expert Sara Öhman, who brings her insights into leveraging AI for brand communication through digital and social media. We'll cover the latest developments in AI across various media, discuss essential AI tools for businesses and individuals in 2024, and examine AI's evolving role on social platforms like TikTok and Instagram. Sara will als
Vogue Business on 2024’s Luxury Fashion Trends & Digital Shifts
In this week's episode, we're joined by Lucy Maguire, Senior Trends Editor at Vogue Business, for an in-depth look at 2023's fashion highlights and a sneak peek into the trends of 2024. How are luxury brands mastering innovative marketing in both the digital and physical realms? Lucy, leveraging her expert insight, reveals the most striking trends and marketing strategies that have resonated with
TikTok Triumph: How Normal Wins Gen Z Hearts
In this week's engaging episode, we're joined by Viktoria Nilsson, the Marketing Coordinator at Normal - the retail giant known for shaking up the European market with their affordable range of essentials. With 566 stores and a remarkable TikTok presence that has captured the hearts of Gen Z, Normal stands out as a brand that's mastered the art of social engagement without a traditional e-commerce
Niklas Bondesson on Communication that Matters: The Keys to Making an Impact
In this week’s episode, we're thrilled to have Niklas Bondesson, an Associate Professor of Marketing at Stockholm University and a strategic advisor at NoA Consulting, join us. Get ready as we delve into the recently released report "Communication that makes an impact! 2023" and explore three of the key findings with Niklas.
We'll discuss how these insights can shape brands' strategic planning fo
Behind L’Oréal’s Success: Rebecca Eliasson on Creators, Data, and Gen Z
Join us in this episode as we uncover L'Oréal's successful journey with Rebecca Eliasson, their Group Head of Advocacy. Curious about their strategy in the dynamic beauty realm? Or their recipe for captivating Gen Z's heart? Step inside the universe of data-savvy beauty marketing, see why brands like CeraVe are Gen Z's favorites, and get some expert tips on how to keep up with the ever-changing so
Social Media Trends 2024
Prepare to rethink your social media strategy and unearth innovative ways to engage your audience! In this episode, we peel back the curtain on the ever-evolving world of social media, highlighting the trends that will shape 2024 and beyond. Join Frida Ekholm and Sanna Ödmark on this 15 minute episode as we go through what's hot, what's not, and how brands can stay ahead of the game.
You will le
Key Factors for Expanding Successfully into New Markets with Makeup Mekka
In this episode, we delve into the remarkable success story of Makeup Mekka, a Norwegian beauty brand that went from zero to 3.5 million Euro in just two years when launching on the Swedish market together with us at Cure Media. We invited their CMO, Stine Frey Grøndahl, to explore the key factors behind their rapid growth, both historically and in the future, with a focus on expanding into new ma
Maximise Your Success During Black Week and the Holidays Season
Black Friday week and the holiday season can be the most hectic and demanding time of the year, especially for retail marketers. With fierce competition for audience attention, it's crucial to have that extra edge to make a lasting impact. In this episode, we'll share our top tips on how you can maximise your success during the upcoming Black Friday week and holiday season.
Tune in to discover:
Th
Navigating the Media Landscape: Where Brands Invest and How Consumers Engage
In this week’s episode, we’re joined by Carlos Casquilho, Head of Revenue at Cure Media, to delve into the evolving media landscape and its implications for marketers.
You’ll hear the latest numbers on what marketing channels are stagnating, declining or increasing, how consumer behaviour has changed the landscape, and of course how influencer marketing is playing a significant role today but even
How to Measure Brand Effects in Influencer Marketing with Nepa
What role does influencer marketing play in the media mix and how do you prove its effect in an effective way?
This week, we delve into the crucial task of measuring the impact of influencer marketing on brand metrics, a challenge faced by countless brands and marketers in today's competitive landscape. Our guest, Erika Lindén from the leading market research company Nepa joins us to discuss thei
Unlocking Gen Z: Strategies Behind Common Clouds’ Rise
In this episode, we have the privilege of hosting Maria Ahlgren, the visionary co-founder and CMO of Common Clouds—a brand with an audacious mission to destigmatize acne, known for their TikTok-famous "Pimple Patches." Maria will take us through the intriguing story of this up-and-coming brand, unveiling their effective strategies for carving a niche in the competitive beauty industry.
We'll al
5 Big Influencer Marketing Trends Shaping 2024
It’s finally here, this year’s trendspotting episode! In just 15 minutes, you'll find out the top five influencer marketing trends that brands need to know in order to succeed with their marketing efforts in 2024. From tapping into relevant pop culture trends and events to exploring subcultures within the target audience, we provide valuable insights on how brands can engage with their audience on
Kappahl’s Journey to Sustainable Fashion: Tips and Tricks from the Frontline
In this episode, we delve into the world of responsible fashion and the challenges faced by fashion brands in navigating sustainability. Our guest, Karin Lund, Global Marketing Manager at Kappahl, shares insights into how Kappahl has become a frontrunner in the industry, placing sustainability at the forefront of their agenda.
We explore Kappahl's sustainability strategy, aligned with new EU re
From Products to Impact: How Brands Can Transform and Influence
In the season 6 premiere, we’re deep diving into the fascinating world of consumer perception. Ever wondered how people form opinions about brands? And how companies can make a positive impact on individuals, society, and the economy? Our special guest for this mind-blowing topic is none other than Emmanuel Probst, author of the best-selling book Assemblage and the Global Head of Thought Leadershi
We’re Nominated for the People’s Choice Podcast Awards!
We’re so happy to announce that we’re nominated for the People's Choice Podcast Awards, in the category “Best Female Hosted Podcast”!
The People's Choice Podcast Awards is the longest-running podcast awards event in the podcasting space open to shows all over the world. We’re so proud and honoured to be nominated, and now we need your help!
We would be so happy if you would give us your vote on t
Youty on Navigating the Evolution of Beauty Marketing
In this week’s episode, we have Linn Gegerfeldt, the Influencer Marketing & Social Media Manager at Youty Group. Youty Group, which was founded in 2004, has become a prominent player in the Nordic online beauty industry. In 2020, it emerged as a result of a merger between three renowned Nordic beauty sites: Blush, Eleven, and Nordicfeel.
With an extensive portfolio of over 25,000 brands including
From Pioneer to Powerhouse: How Sellpy Navigates the Modern Consumer
In this episode we welcome Alma Riihelä, Commercial Lead at Sellpy, one of the earliest second-hand platforms, founded in 2014. With offices in multiple locations, a growing team of 500 employees, and H&M as its majority stakeholder, Sellpy has revolutionized the second-hand market.
In this week’s conversation, we'll explore the journey of Sellpy's marketing strategy and delve into the dynamic wor
Influencer Marketing for Different Beauty Segments
Based on our experience and insights from working with a wide range of beauty brands, we know that it's essential to understand the nuances of each beauty retail segment in order to build a successful influencer marketing strategy.
It can be tricky to figure out what works best for your brand so in this week’s episode, we outline some of the differences and similarities that marketers should be
How to Get Creative With Influencer Marketing - the Cure Media Process
As the market for influencer marketing is becoming more and more saturated, the demands on brands have increased significantly. What worked a couple of years ago is no longer enough - to stand out, your strategy needs to be creative and strategic.
To find out what it takes to get a creative edge in your influencer marketing, this episode will bring you through the creative process here at Cure M
How AI and ChatGPT are Transforming Consumer Behaviour
Get ready for an exciting episode as we welcome back Chris Beer, Data Journalist at GWI, a leading audience targeting company for the global marketing industry, delivering insights on how consumers think. In today's episode, Chris returns to discuss the hot topic of AI and ChatGPT, sharing latest findings from GWI research. We’ll cover both the opportunities as well as the concerns that AI brings,
Report: Exploring the Impact of Preference for Fashion Brands
In this week's episode of the podcast, we speak with Carlos Casquilho, Head of Revenue at Cure Media, to discuss the findings of our latest research report surveying the brand strength of 13 major fashion brands in Sweden.
We explore what many of the brands are missing out on, why high awareness is not enough for brand success today, and what opportunities there are for brands to grow on TikTok a
What’s Hot and What’s Not from a Gen Z
Welcome to this exciting episode where we'll be delving into the world of Generation Z, a group that is always on the move and hard to keep up with. To help us navigate the ever-changing landscape, we're joined by our colleague and fashion expert, Vilma Lindgren, to give us an update on what’s hot and what’s not in the world of fashion, social media, and influencer marketing. From the latest fashi
The Kardashian Effect: The Secrets to Creating a Big Buzz Around Your Products
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
Kjersti Hobøl: The Superwoman of Norwegian Business on How to Turn Crisis Into Success
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