Anne Summa’s Post

‘Marketers taking a lesson from this should look to double-down on “the fundamentals” of “availability, building brand awareness, being priced right and having a good proposition”.’ I couldn’t have said it better! I’ve had management tell me repeatedly to ‘Create viral campaigns’ or ‘Be disruptive’ - but the fact is that even creating high levels of awareness and demand is built on a lot of background work, especially for Influencers… Fads are transient; it’s the fundamentals that help pull you through.

Very interesting article from Marketing Week about Prime, the business model and marketing efforts that influencers are shifting towards. Really great example of the 4 Ps of marketing (Product, Price, Place, Promotion). If your product doesn’t live up to its marketing, you won’t be able to drive repeat purchases. https://lnkd.in/e-w2Ajke

The e-commerce landscape is being transformed by creator-led brands—businesses launched by influencers and content creators who’ve built deep connections with their audiences. Unlike traditional DTC brands that rely on heavy advertising, these creator-led ventures thrive on authenticity, trust, and community engagement. Curious about how they’re doing it? Check out our latest blog post to explore why creator-led brands are the future of e-commerce and how they’re setting new standards for success. #ecommerce #DTC #creatorledbrands #marketingtrends https://lnkd.in/gR-5_XEa

User Generated Content (UGC) - what's the latest? eTail West, an industry event for top retailers, discussed this very topic. - Brands & agencies across the board seem to have a fairly diverse approach. Some include solely focusing on UGC for a certain social platform, using it as a component as a part of a wider social strategy for a product launch, or leveraging affiliate programs in which creators can get free product in exchange for content. - 86% of brands believe UGC can improve performance better than paid or owned media (Bazaarvoice). - Overall social media users respond less and less positively to highly-produced and edited videos. As a result, brands have leaned more into UGC in response to this desire for authenticity. My POV: - UGC will continue to see popularity with brands as long as we keep shifting towards a more authentic social media space. However, you can't leverage UGC alone. Influencers, if used correctly, have earned the public's trust as a source of information that can be relied on. We buy things that our favorite influencers recommend sometimes more because of the influencer versus the product they're telling us about which is a level of selling power that UGC lacks. Both UGC and influencers can be used to bolster a brand's e-commerce strategy but neither can replace the other.

I recently stumbled upon an insightful piece on Glossy that explores the discussions held at #eTailWest. The main takeaway? Brands are increasingly shifting their focus from traditional paid influencer content to user-generated content. 💡  Renowned industry leaders like Billion Dollar Beauty and Bask & Lather have successfully demonstrated the immense potential of #UGC, amassing millions of views on platforms such as TikTok while Barbara Roll Cardiel, the CEO of Overtone, shared insights on how they effectively utilize UGC to enhance their social commerce efforts. 📊 A recent survey by Bazaarvoice reinforces this trend - a whopping 86% of brands believe that UGC can outperform paid or owned media. So, what sets UGC apart? It's not about meticulously curated aesthetics. Instead, it's all about authenticity and showcasing how real customers incorporate products into their everyday lives. UGC is raw, genuine, and resonates with audiences on a deeper level. Now, let's spark a conversation! How is your brand leveraging UGC? Do you consider it to be a more effective tool compared to paid or owned media? Share your thoughts below and join the discussion. 💬

Standing in Line for Hours for a Lip Tint? The Power of Brand Loyalty and Experience with Rhode Imagine waiting in line for six hours for a 30-second experience, a lip tint, and a Polaroid. Sounds wild? Yet, people do it—arriving 2-3 hours before the event even starts. I attended Rhode's pop-up in London this weekend and experienced this phenomenon firsthand. Once you're three hours in, you're too committed to leave, much like a long-term relationship. But what's the real draw here? The product itself is fairly average (I asked 10 friends who’ve tried it), yet the "IT Girl" brand, Rhode, has everyone hooked. Here's the genius marketing at play: Rhode leverages the popularity and "cool girl" image of its owner, Hailey Bieber, to captivate a dedicated following. With 500-600 people in line, the brand offers freebies, not just out of generosity but to capitalize on massive user-generated content. By engaging macro influencers and leveraging Hailey's influence, they create an organic buzz that paid advertising can't replicate. This hype not only drives online orders but also significantly boosts the brand's social media following. As people share their experiences, Rhode's visibility and credibility grow, attracting even more followers who want to emulate Hailey's trendsetting style. From the consumer's perspective, it's not just about the product—it's about the experience, the community, and the coveted "IT Girl" status associated with Hailey Bieber. So, while the lip tint might save you £18, you're literally paying for it with your sweat and tears. Worth it? You decide! #RhodeBeauty #HaileyBieber #BrandMarketing #InfluencerMarketing #BrandExperience #PopUpEvent #BeautyCommunity #UserGeneratedContent #ITGirl #BeautyTrends #LondonEvents (Video Source: @rhode)

Excellent read at link below. My thoughts: This is a true conundrum, but here is a strong case that curated UGC is gaining traction over historically traditional influencer content and here’s why The Authenticity Advantage: Real People, Real Lives: UGC features everyday people, fostering a sense of relatability and trust that resonates more with audiences. Unfiltered Experiences: UGC often feels less scripted and staged. It is perceived as more genuine than influencer content. Variety of Voices: Curated UGC incorporates perspectives from diverse audiences which offer a broader range of experiences - which is crucial. Influencer Backlash: We are Inundated with ads: We are growing weary of constant promotional content from influencers. Who needs scripted perfection: The overly curated influencer persona can feel disingenuous and inauthentic and unrealistically filtered. The Power of Curated UGC: Brands as Storytellers: By selecting and amplifying genuine UGC, brands can craft narratives that feel more authentic. Building Trust: User-generated content builds trust through relatable experiences and honest opinions. Organic Engagement: UGC sparks conversations and interactions, fostering a more engaged community by it's honesty. Utilizing off platform curated UGC campaigns can be a potential game-changer for Amazon sellers in several areas, if executed properly.

This bikini brand TRAPPED Kendall Jenner with FOMO Check out this genius marketing strategy! 👇 In 2012, Erin Deering and Craig Ellis launched TRIANGL, an Australian bikini brand. The brand followed influencer marketing by gifting their products to the influencers for no return. Well, the strategy performed really well. But they needed a bigger fish to gain overseas popularity. Now the problem was__ they didn't have enough budget to team up with bigger influencers like Kendall Jenner to enter the American market. 🇺🇸 But who said only MONEY can solve this problem? So here's what Triangl did; 👉 They sent the products to all her friends, except her, which ultimately made Kendal curious "How the hell are my friends getting these bikinis?" Soon it turned out into a FEAR OF MISSING OUT! ✌️ What's next? Triangl got an email from Kendall; "All my friends have Triangl bikinis, can I get some too?" Bass, fir kya_ aa gyi badi machli jaal mai! 👍 Triangle packed their best bikinis and sent them over to Kendall. She thanked the brand on social media and fans got wild to see her in Triangl. Result: 🔥 In the next year, they were selling 1,500 bikinis a day and making ~$45 million in revenue. Today, Triangl sells its products in over 100 countries. (However, in 2018, Erin Deering sold the brand) P.S> You don't need a budget, you need psychology for marketing. ____ Follow for more such content Arjun Kapadia, 🔔 #Triangl #Marketing #Psychology #Brand #KendallJenner

It's no secret that the way brands are engaging with audiences is changing fast. The creator economy is leading the charge, redefining how we think about influence and brand power in today's market. But, it's not just about the creators; it's about the platforms and tools that support them, creating a whole new way to reach audiences and generate income. According to Goldman Sachs, the creator economy is a $100 billion industry set to reach half a trillion by 2027! Now is the time to capitalize on this trend and redefine your brand's influence in the market. What's inside this article: 1. Discover how the creator economy is reshaping industries far beyond fashion. 2. Learn why partnering with influencers is the new wave for authentic marketing and real consumer engagement. 3. Gain insights into how brands like Gymshark and Nike leverage creators for unprecedented success. 4. Get practical tips to leverage the creator economy and drive growth for your brand. On top of it all, you can also download our FREE Influencer Marketing Strategy Planner Template to effectively plan and execute your campaigns. Read the full post and download your free Influencer Marketing Strategy Planner Template here: https://hubs.ly/Q02J_HwY0 #CreatorEconomy #InfluencerMarketing #BrandStrategy #DigitalMarketing #FreeTemplate

Wondering why PRIME is priced at RM30 per bottle? Discover the Power of Prime's Marketing and Branding! Have you ever pondered what distinguishes a brand in a crowded industry? You only need to look at Prime! Here are some reasons you should pay attention to how their excellent branding and marketing approach have elevated them to the top of the hydration game: 1. Authentic Storytelling: Prime co-founded by Logan Paul and KSI doesn't just sell products; they craft narratives. By sharing their journey, values, and commitment to quality, they've built a loyal tribe of customers who resonate with their story. 2. Consistent Visual Identity: Prime maintains a consistent visual identity, from their clean logo to their vivid packaging. A consistent visual identity not only looks professional, but it also makes your brand easily identifiable. 3. Engagement with Community: Prime doesn't just talk; they listen. By actively engaging with their audience on social media, they foster a sense of community and make their customers feel valued. 4. Influencer Partnerships: Working with influencers who share Prime's brand values has been a game changer. It's more than just reach; it's about authenticity and trustworthiness. 5. Embrace Innovation: Prime doesn't rest on its laurels. By constantly innovating and staying ahead of the curve, they keep their audience excited and eager to see what's next. 6. Customer-Centric Approach: Lastly, Prime prioritizes its customers. They go above and above to foster genuine connections, providing great customer service and unique experiences. #brandingtips #marketingstrategy #skillsmatter #acquireskillsmalaysia