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 through data-driven brand lift studies. Tune in to learn: Why influencer marketing deserves a bigger sli...
Jun 25, 2025•17 min•Season 9Ep. 155
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 influencer marketing and how they build endurance and strength Why a data-first mindset is essential to long-ter...
Jun 11, 2025•15 min•Season 9Ep. 154
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 with conscious consumption What’s fueling growth without seasonal drops or sales The story behind their ...
May 28, 2025•18 min•Season 9Ep. 153
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 driving a shift toward honesty, relevance, and real value. Tune in to learn: Why de-influencing is a wak...
May 14, 2025•12 min•Ep. 152
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 influencer collaborations. Tune in to learn: Why music is becoming a key driver of performance in creator conte...
Apr 30, 2025•17 min•Season 9Ep. 151
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 helping B2C brands craft strategies that drive long-term impact. Together, we dive into the most common ch...
Apr 16, 2025•16 min•Season 9Ep. 150
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 over-the-top creative ideas, and why treating it like a pure performance channel could be costing you ...
Apr 02, 2025•15 min•Season 9Ep. 149
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 Instagram The role of digital activation in Paulig’s broader growth strategy Vera also shares how Santa ...
Mar 26, 2025•18 min•Season 9Ep. 148
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 Snapchat’s game-changing AR experiences - we break down what it all means for brands and creators....
Mar 19, 2025•15 min•Season 9Ep. 147
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 creator economy and what trends to watch in the coming months....
Mar 05, 2025•20 min•Season 9Ep. 146
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 superpower, not just hype Retail media’s explosive growth and what it means for brands big and small ...
Feb 26, 2025•21 min•Season 9Ep. 145
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 boost engagement and brand impact. We highlight brands that have nailed cultural marketing and share prac...
Feb 19, 2025•15 min•Season 9Ep. 144
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. Together, we unpack three major movements driving the content landscape: Creative Disruption, Community &am...
Feb 12, 2025•18 min•Season 9Ep. 143
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 experimentation, making quick decisions, and learning from failure—key ingredients for staying ahead in today...
Feb 05, 2025•18 min•Season 9Ep. 142
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 ever-evolving digital landscape!
Jan 29, 2025•12 min•Season 9Ep. 141
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 Wolt’s plans to expand their UGC efforts to 13 markets in 2025. Tune in for ...
Jan 22, 2025•17 min•Season 9Ep. 140
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, and insights to help you make impactful decisions in the years ahead.
Dec 18, 2024•19 min•Season 8Ep. 139
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-term impact, this conversation is packed with insights every beauty brand needs to hear.
Dec 04, 2024•18 min•Season 8Ep. 138
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 2025, offering practical advice for staying ahead in a rapidly evolving industry. Tune in for valuabl...
Nov 20, 2024•23 min•Season 8Ep. 137
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 the internal challenges of launching a 360 strategy and discuss how this evolution is reshaping the ro...
Nov 06, 2024•16 min•Season 8Ep. 136
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. We discuss the future of AI in e-commerce, common misconceptions around KPIs, and the key strategies...
Oct 23, 2024•21 min•Season 8Ep. 135
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 elements can elevate brand recognition, capture attention, and boost engagement along with how humour and h...
Sep 25, 2024•22 min•Season 8Ep. 134
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 standout creative moments to drive real results on and off social media. Plus, we give you a sneak ...
Sep 11, 2024•17 min•Ep. 133
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: Learn how to create buzz with Fireworks Campaigns, embrace a Social-First Mindset to stand out in a crow...
Aug 28, 2024•19 min•Season 8Ep. 132
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...
May 29, 2024•18 min•Season 7Ep. 131
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 de...
May 15, 2024•17 min•Season 7Ep. 130
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 adapting to economic shifts. Whether you're looking to sharpen your marketing tactics or find new ways t...
May 01, 2024•26 min•Season 7Ep. 129
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 a rapidly shifting marketing landscape, and explore potential future trends that could reshape tradi...
Apr 17, 2024•26 min•Season 7Ep. 128
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 creativity and efficiency in marketing, ensuring your organization stays ahead of the digital curve. Uncove...
Apr 03, 2024•27 min•Season 7Ep. 127
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 marketers and why it matters. Strategies to create campaigns that capture and hold consumer attention be...
Mar 20, 2024•16 min•Season 7Ep. 126
