Strategic Shifts: Beiersdorf's Venture into Influencer Marketing and the Creator Economy

In Ep. 174 of Earned, CreatorIQ CMO Brit Starr sits down with Hassan Daoud, Global Head of Social Media & Influencers and Antoine Héry, Change Management, CDO Office from Beiersdorf. To start, we dive into how Beiersdorf, the company behind iconic brands like La Prairie, Nivea and Eucerin, is investing heavily in influencer marketing to unify global efforts and optimize returns on investment. Antoine and Hassan share their unique journeys into Beiersdorf, highlighting their diverse backgrounds in fintech, automotive, social media, and sports management. Listeners will gain insights into the company's establishment of a center of excellence aimed at standardizing influencer marketing practices across regions, with a focus on Europe, North America, South Africa, and Brazil. The discussion extends to the broader implications of professionalizing the creator economy by 2025 and the competitive landscape of global skincare brands. As the episode wraps up, listeners are encouraged to harness the creator economy for their own marketing strategies, inspired by Beiersdorf's ambitious journey.

In this episode, you’ll learn:

1. How precision influence is transforming marketing strategies across Beiersdorf’s portfolio, from Nivea to Eucerin, and what it means to build a global, creator-driven approach.

2. Why balancing control with trust in creators is necessary to tell authentic stories that resonate with diverse audiences while staying true to brand values.

3. The challenges of measuring success in creator marketing and how data and experimentation are helping brands refine their approach and achieve better ROI.

Connect with the Guests:

• Hassan’s LinkedIn - @hassandaoud

• Antoine’s LinkedIn - @antoinecv

Connect with Brit Starr & CreatorIQ:

• Brit’s LinkedIn - @britmccorquodale

• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @CreatorIQOfficial

• CreatorIQ Instagram - @creatoriq

• CreatorIQ TikTok - @creator.iq

• CreatorIQ Twitter - @CreatorIQ