7: How GIFs deliver branding magic: Insights from Kevin Hein, CGO at GIPHY

Kevin Hein is the chief growth officer (CGO) at GIPHY. He began his print publishing career with Ziff Davis when print and tech were merging. Here, he learned the fundamentals of strategic selling while working on the PC magazine account. Kevin joined GIPHY in August 2024 and has since been instrumental in transforming GIPHY into a unique platform that connects brands with audiences through messaging. Under his leadership, GIPHY has expanded its advertiser base, introduced innovative ad formats, and positioned itself as a key player in the messaging ecosystem, driving significant revenue growth and delivering exceptional client results. 

Kevin joins Alan Hart at South by Southwest (SXSW) to discuss the unique positioning GIPHY offers brands–to become part of cultural conversations in an additive rather than intrusive way. GIPHY's daily reach touches over 1 billion people worldwide, creating a magical moment when users discover the perfect GIF to convey what words alone cannot. GIPHY collaborates with brands to seamlessly integrate their messages into this magic, transforming existing creative, optimizing new ideas, and experimenting in safe, engaging ways that drive organic, long-term results.  Kevin explains the collaboration process with GIPHY, why he thinks all brands need to experiment with creativity, and what marketers can learn from innovative online content creators.  

Key quote: 

“The beauty and the elegance [of] GIPHY is that it’s part of the conversation. It’s not intrusive, it’s additive. It’s a natural extension of what you're talking about.” - Kevin Hein, Chief growth officer, GIPHY 

In this episode, you'll learn: 

• How brands can influence culture without being intrusive
• What collaboration looks like with GIPHY 
• The value of creative experimentation 

Key highlights: 

• [01:20] For the love of car detailing  

• [02:45] Kevin's path to GIPHY 

• [05:40] Understanding GIPHY today 

• [08:48] Where to go when you’re already everywhere 

• [10:45] What makes GIPHY unique 

• [13:05] Cut downs and brand collaborations  

• [16:30] Where dexterity meets data  

• [19:20] Making magic with Mug Root Beer 

• [24:50] Investing in safe experimentation  

• [26:10] An experience that defines you: “It’s just a chapter” 

• [28:10] Advice to your younger self: Give people space to prove you wrong 

• [29:55] A topic marketers need to learn more about: AI experimentation 

• [32:50] Subcultures to follow: Innovative online creators 

• [39:55] Why experiment when everything is going great 

• [44:10] Largest opportunity or threat to marketers today: Test and learn  

Resources mentioned:   

• Kevin Hein 

• GIPHY 

• GIPHY Studios 

• GIPHY's daily reach statistic 

• Mug Root Beer and Mug Root Beer on GIPHY 

• Waz up Super Bowl Commercial 

• Justin Flom, magician and YouTuber

Follow the podcast:   

• Listen on Apple Podcasts
• Listen on Amazon Music
• Listen on Audible
• Listen on iHeart Radio
• Listen on Spotify   

Connect with Kevin Hein and GIPHY:  

• Kevin Hein on LinkedIn
• GIPHY on X
• GIPHY on Instagram 

Connect with Alan Hart and Deloitte Digital:    

• Alan Hart on X 
• Alan Hart on LinkedIn 
• Deloitte Digital on LinkedIn 
• Deloitte Digital on Instagram 
• Deloitte Digital on YouTube 
• Deloitte Digital on Threads

Post-production credits:  

• Integrity Media Solutions LLC