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The History of Influencer Marketing: How TikTok Redirected our Attention

Jun 6, 2024

Delve into the history of influencer marketing, from the 1930s to modern-day TikTok disruptions. Discover how technology shifts shaped the industry, with insights on successful brand campaigns. Hear from Inuit Mailchimp's global creative director on their Australian launch and marketing strategies. Explore the evolution of influencer marketing and Mailchimp's integrated campaigns with diverse creators. Learn about TikTok's impact on influencer collaborations and future trends in marketing.

28:38

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Episode notes

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Quick takeaways

Influencer marketing has evolved from historical campaigns like Coca-Cola's Santa Claus to modern platforms emphasizing authenticity and relatability.

TikTok's disruption revolutionized the influencer marketing industry, showcasing the power of social media in brand collaborations.

MailChimp's Australian campaign's success lies in diverse influencer choices, creative freedom, and authentic brand collaborations.

Deep dives

Impact of Banner Ads on Digital Advertising

In 1994, Wired co-founders recognized the potential of the World Wide Web for revolutionizing technology reporting. To fund their website, they employed digital advertising, a novel strategy at the time. Hotwired.com's AT&T banner ads marked the beginning of digital advertising's mainstream success, reshaping global marketing strategies.

Intro

6min

The Evolution of Influencer Marketing

11min

Exploring Mailchimp's Integrated Marketing Campaign with Influencers

3min

Exploring MailChimp's Creative Campaign in Australia

2min

Diversifying Marketing Reach Through Collaborating with Creators on TikTok

6min

This episode is powered by Inuit Mailchimp, Australia's #1 email marketing and automation platform.

In this week's episode, I explore the history of influencer marketing, dating back to the 1930s. I look at how different moments in technology changed the industry— like the rise of mommy bloggers and the introduction of social media— before diving into how TikTok disrupted everything just a few short years ago. I also share three case studies of brands that have done TikTok influencer marketing well recently. The episode finishes with an interview with Inuit Mailchimp's global creative director Jeremy Jones, who talks me through the brand's recent launch into Australia and how this marketing campaign came to life.

Timestamps:

6:28 History of influencer marketing

7:04 Coca-Cola redesigns Santa Claus

7:57 Celebrity endorsements

8:07 The introduction of digital influencers: mommy bloggers

9:30 The rise of social media

11:25 How TikTok disrupted the industry

12:56 Case study: Marc Jacobs

15:04 Case study: Poppi

17:12 Case study: Inuit Mailchimp

19:45 Interview with Jeremy Jones

Find our podcast YouTube channel here: https://www.youtube.com/channel/UC18HclY7Tt5-1e3Z-MEP7Jg