Earned: Unlocking the Power of the Creator Economy

In Ep. 83 of Earned, we’re joined by Jeremy Lowenstein, Chief Marketing Officer at cult-favorite mass beauty brand Milani. We start by learning how Jeremy broke into the beauty industry with a college internship at Estée Lauder, and why he’s remained in the industry ever since. We then examine Milani’s recent success on social, and Jeremy shares how the brand has invested even more deeply in developing relationships with creator partners. Next, we discuss how Milani has been dubbed a “dupe” for many of its prestige counterparts. Jeremy explains why the brand embraces this title, and celebrates its ability to bring prestige-quality products to the mass consumer. We explore the success of Milani’s recent #GRWMilani campaign, before Jeremy reveals why he wanted to transition out of large corporations and into the indie beauty landscape. To close the show, we talk through the challenges and opportunities of the short-form video revolution, and Jeremy shares his take on shifting toward “creator-led marketing.” In this episode, you will learn: 1. How developing deeper relationships with creators has fueled a surge in Milani's EMV 2. Why Milani embraces being called a "dupe" for prestige brands 3. Jeremy's take on creator-led marketing Resources: Milani Cosmetics Connect with the Guest(s): Jeremy Lowenstein’s LinkedIn Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 82 of Earned, Conor sits down with author, professor, Emmy-nominated TV producer, and media industry expert David Craig. As a clinical professor at USC’s Annenberg School for Communication and Journalism, David’s research focuses on “Social Media Entertainment” and the rise of “Creator Culture.” To start the show, we ask David about the looming threat of a TikTok ban in the U.S., and he shares his views on how the U.S. government can and should regulate social media platforms responsibly. Next, we dive deeper into David’s area of expertise—Creator Culture—and he unpacks the driving forces behind the industry’s recent evolution. We explore the growing number of business models creators can use to earn revenue, as well as the growing number of job opportunities within the social media and creator landscape, leading to a thought-provoking discussion around how Creator Culture will shape the future of labor. Conor and David then share their own experiences and learnings from testing their power as creators on social platforms. To close the show, David gives us a look inside his research and writing process, and reveals what book he’s working on next! In this episode, you will learn: What "Creator Culture" is, and how it has evolved over the last decade How governments can manage social media platforms responsibly Takeaways from Conor's and David's experiences testing their own power as creators Resources: Creator Culture Social Media Entertainment: The New Intersection of Hollywood and Silicon Valley Wanghong as Social Media Entertainment in China Connect with the Guest(s): David Craig’s LinkedIn Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 81 of Earned, Conor chats with Dr. Jason Wersland, founder and Chief Wellness Officer of tech wellness brand Therabody. We start by unpacking Jason’s background, and hear how he transitioned from construction worker to chiropractor. Next, Jason shares how his painful recovery from a motorcycle accident inspired the invention of the cult-favorite Theragun, the hand-held, percussive massage therapy device beloved by athletes and regular folks alike. We learn how the Theragun struggled at first to gain traction among fellow chiropractors and physical therapists, until the “Kyrie moment” from the 2016 NBA finals skyrocketed the product’s sales overnight, cementing Theragun as a mainstay in the professional sporting world and beyond. We then take a step back, and Jason tells us the interesting story of how he first met Ben Nazarian, Therabody’s co-founder and former CEO, before explaining why the Theragun is “not just for athletes,” having earned endorsements (and investments) from celebrities like Karlie Kloss and Kevin Hart. To close the show, Jason emphasizes how fostering relationships built on trust and support has inspired word-of-mouth hype, “the best kind of advertising we have,” and reveals the core principles that guide his business and way of life. In this episode, you will learn: How professional athletes turned the Theragun into a global sensation Why word-of-mouth is "the best advertising" Therabody has The principles that guide Dr. Jason's life and business Resources: Therabody Connect with the Guest(s): Dr. Jason Wersland's LinkedIn Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In our 80th episode of Earned, Conor sits down with Adrienne Lahens, the Global Head of Operations for Creator Marketing Solutions at the world’s hottest social platform: TikTok. We start the episode by diving into Adrienne’s role, and she explains what the TikTok Creator Marketplace is, and how it serves creators, brands, agencies, and influencer marketing platforms like CreatorIQ (wink). We then discuss why TikTok invests so heavily in the creator ecosystem, and why Adrienne believes creator-led marketing is “changing the face of marketing” and driving consumer purchasing decisions. Next, Adrienne shares some examples of unexpected yet effective influencer marketing campaigns on TikTok, before unpacking the importance of a data-first approach for branded content at scale. We learn why Adrienne joined the TikTok team in 2021, and explore how the ever-popular platform has maintained its staying power in a world where most new social media sites fail. To close the show, Adrienne shares her predictions for where the social and content landscape is headed on TikTok and beyond. In this episode, you will learn: Why TikTok invests heavily in the creator economy Why Adrienne believes the most effective marketing is creator-led Adrienne's predictions for the future of the social and content landscape Key Takeaways: 0:45 What the TikTok Creator Marketplace is 2:12 Why TikTok invests heavily in the Creator Economy 7:24 How creators are changing the face of marketing 19:55 Why TikTok works with partners like CreatorIQ 24:44 Why TikTok has stood the test of time 30:30 Adrienne's predictions for the future of the social and content landscape Resources: TikTok Creator Marketplace Connect with the Guest(s): Adrienne Lahens's LinkedIn Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 79 of Earned, we sit down with Adam Ross, CEO of leading affiliate marketing platform Awin. To start, Adam explains what affiliate marketing is, and how Awin helps connect companies to affiliate partners with engaged consumer audiences. We discuss why affiliate marketing is relevant to any industry, and Adam reveals how Awin is working to unite the influencer and affiliate marketing industries for a more seamless experience. We hear how Awin competes with social platforms’ native affiliate marketing programs, as well as giants like Amazon and Shopify, by providing superb opportunities and customer service to their affiliate partners. Next, we switch gears and talk through the growing pains involved in building a company with over a thousand employees, and hear how Awin successfully brought several acquisitions into the fold. We discuss the challenge of balancing company growth with profitability, before Adam shares his experience transitioning from COO to CEO. To close the show, we learn how Awin has cultivated such a positive company culture, and why Adam supports a four-day work week. In this episode, you will learn: What affiliate marketing is, and why it's relevant to any industry How to scale a company thoughtfully and sustainably The power of promoting a positive company culture as CEO Key Takeaways: 2:50 - 8:20 What affiliate marketing is, and the sectors that benefit the most from it 9:22 - 11:56 How Awin aims to make affiliate marketing easier for creators 28:05 - 31:22 The challenge of balancing company growth and profitability 34: 27 - 38:02 How Awin cultivates a positive company culture Resources: AWIN Connect with the Guest(s): Adam Ross’s LinkedIn Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 78 of Earned, Conor sits down with Sean Harrington, co-founder and CEO of luxury skincare brand Elemis. We start the episode by hearing how Sean’s relationship with his co-founders has evolved over the last three decades, and the unique skill set that each of them brings to the table. We then ask Sean about his core business learnings and tenets, and he explains why a positive mindset, talented people, and a willingness to take risks are all key factors in building a successful brand. Sean also emphasizes how the fear of failure “does not breed success,” and why he empowers his team to test and learn. Next, we talk about Elemis’ strategies to cut through the noise in today’s saturated beauty market. Sean shares why the brand invested heavily in influencer marketing early on, and how loosening up on the brand codes and giving influencers creative freedom helped Elemis establish an authentic community. To close the show, we discuss how being acquired by the L’Occitane Group has helped Elemis break into the APAC market, and hear the brand’s vision for worldwide domination (the good kind). In this episode, you will learn: Why Sean empowers his team at Elemis to take risks and test and learn How Elemis cut through the noise and found relevance in a saturated market Why Elemis leaned into influencer marketing to evolve as a business Key Takeaways: 3:35: How Sean's relationships with his co-founders Noella and Oriele have evolved over the last 30 years 8:26: Sean's core business learnings and philosophies 14:12 Why fear of failure does not breed success, and the importance of a test-and-learn culture 15:53: How Elemis cut through the noise and found relevance in a saturated market 26:09: Why Elemis leaned heavily into influencer marketing early on Resources: Elemis Website Connect with the Guest(s): Sean Harrington’s LinkedIn Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 77 of Earned, we’re joined by Roxy Young, Chief Marketing Officer at Reddit, the mega-popular discussion forum that’s home to thousands of digital communities, aka Subreddits. We start the episode by hearing what’s on the horizon for Reddit, including its goal to expand beyond English-speaking geographies, before learning what drew Roxy to join Reddit back in 2017. Next, Roxy breaks down Reddit’s main revenue stream—advertising—and explains why Reddit’s varied, vibrant communities drive so much value for advertisers looking for their target audience. We then discuss examples of how brands have successfully activated communities on Reddit, as well as the challenges associated with managing open discussion forums. Roxy shares how Reddit continues to strengthen its relationship with creators—in this case, community moderators—via roadshows and feedback sessions, and we explore how Reddit has maintained its “brilliantly absurd” personality amid rapid growth. To close the show, we ask Roxy about her secret sauce for joining mega-successful companies early on (including Netflix, Sephora, and Hipmunk), and she reveals her personal favorite Subreddits. In this episode, you will learn: Why community is at the heart of Reddit How advertisers tap into Reddit's passionate communities  How Reddit fosters relationships with its creators (aka moderators) Resources: Reddit Connect with the Guest(s): Roxy Young’s LinkedIn Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 76 of Earned, Conor sits down with Akash Mehta, co-founder and CEO of fast-growing, Ayurvedic-inspired haircare brand Fable & Mane. To start the episode, we discuss the resurgence of brick-and-mortar retail, and Akash explains the importance of continuing to invest in both online and in-store experiences. He shares some takeaways from the recent Sephora Brand Summit, including the importance of influencer marketing and the strong correlation between brands winning in Earned Media Value (EMV) and revenue. We discuss why Sephora is not only a retailer, but also a key brand building partner for up-and-coming brands, and Akash emphasizes the importance of a focused distribution strategy. Next, we discuss how Fable & Mane creates demand in non-English speaking markets, and the large and relatively still untapped market opportunity in India. And of course, we talk about Akash’s bread and butter—influencer marketing—and learn his philosophies, learnings, and predictions for the future of the space. To close the show, we talk about what inspired Akash’s own podcast, Founded Beauty, and hear how his dad’s experience in manufacturing and distribution have impacted Akash’s approach to building and growing Fable & Mane.  In this episode, you will learn: When and how to approach working with retailers How to expand globally in the beauty industry How influencer marketing strategies change with brand size and equity Key Takeaways [5:32 - 8:24]: Taking a look at Sephora as a brand builder [14:24 - 17:50]: The growing beauty industry in India [22:18 - 24:09]: How to approach content creation as a personal brand [29:54 - 34:43]: Akash’s work efficiency and how he manages his time Resources: Fable and Mane Founded Beauty Connect with the Guest(s): Akash’s LinkedIn Akash’s Instagram Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In our 75th episode of Earned, we’re joined by Lee Stimmel, a veteran of the music industry and the current head of global partnership marketing at Prime Video & Amazon Studios. We start by diving into Lee’s time at Amazon, and learn how he spearheaded the company’s influencer marketing program before taking on his new partnerships role. Lee explains how the lines between traditional talent and socially native creators are blurring, and shares Amazon’s learnings around integrating influencers into its creative processes. Next, we take a step back and dive into Lee’s seasoned career in the music industry. Lee unpacks how the industry has had to evolve from the traditional label structure to the current streaming era—a transition that has put the power back in the hands of the artists. We discuss how social media has enabled artists to connect with their communities in more meaningful ways than ever before, and the strategies behind building “fandoms” today. We then learn why Lee pursued original content creation at Columbia Records and Sony Music, and hear the origin story for “Mike Tyson Mysteries,” an animated series starring boxing champ Mike Tyson. We circle back to Amazon, and Lee explains why he saw influencer marketing as a “white space” in the company, and how Amazon continues to collaborate with and elevate these creators. To close the show, Lee shares what he loves most about working for Amazon, before revealing what’s up next. In this episode, you will learn: How social media transformed the music industry How to build "fandoms" today Why Amazon Studios is tapping in to the creator economy Key Takeaways [04:00 - 7:01]: How Amazon Studios works with celebrities and influencers [8:13 - 11:00]: The evolution of the music industry [11:00 - 14:15]: How to build fandoms today [20:39 - 23:43]: Why Lee pioneered Amazon Studios' influencer marketing program [23:43 - 26:27]: Life at Amazon Resources: Prime Video & Amazon Studios Connect with the Guest(s): Lee’s LinkedIn Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In Ep. 74 of Earned, we sit down with Dr. Brent Ridge and Josh Kilmer-Purcell, the incredible founders of goat milk-powered skincare line Beekman 1802. To start, we explore why Brent and Josh are so eager to pursue new, varied opportunities, such as starring in their own reality TV show, *WINNING* Season 21 of The Amazing Race, and authoring best-selling memoirs, to name just a few. We then dive into the couple’s rural backgrounds, and learn why they decided to purchase the 19th-century Beekman Mansion in upstate New York. Brent and Josh share the story of how helping out their neighbor, Farmer John (and his goats), in the wake of the devastating 2008 recession eventually inspired the creation of the Beekman 1802 brand. Next, they reveal the impact that having their own TV show, and winning The Amazing Race, had on their brand and community. We step back to their early days building Beekman 1802, and hear how their ambitions have evolved after surpassing $150 million in revenue and accepting a $100 million investment from Eurazeo. To close the show, Josh and Brent explain why kindness is the core tenant of their brand and company culture, and the couple reveals their best advice for maintaining a healthy personal and professional relationship. In this episode, you will learn: Why Brent & Josh took advantage of every opportunitiy to grow awareness around Beekman 1802 Why kindness is the core tenant of Beekman 1802's brand and company culture How the "51% rule" can help maintain a strong working (and personal) relationship Key Takeaways [00:53] Why Brent & Josh take advantage of every opportunity [05:13] The origin story of Beekman 1802 [11:05] The impact that Brent & Josh's reality TV show—and *winning* The Amazing Race—had on brand awareness [16:59] How Brent & Josh scaled and sold Beekman 1802, and their ambitions for the future [24:01] Why kindness lies at the heart of the brand and company culture [29:28] The 51% rule for maintaining a positive working (and personal) relationship Resources: Beekman 1802 Connect with the Guest(s): Josh’s LinkedIn Brent’s LinkedIn Connect with Conor Begley & CreatorIQ: Conor’s LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ