Earned: Unlocking the Power of the Creator Economy

In today’s episode of Earned, we sit down with Evan Horowitz, co-founder and CEO of Movers+Shakers, today’s fastest-growing creative agency that “connects brands to culture.” We start by diving into Evan’s background, and learn how he went from earning an engineering degree from Stanford to pursuing an MBA at Harvard. Evan shares why he decided to pivot into the marketing field, and what eventually inspired him to become an entrepreneur and launch Movers+Shakers in 2016 with his husband Geoffrey Goldberg. We discuss the creative agency’s standout success—achieving 250 BILLION views across its TikTok campaigns—and unpack the philosophies and strategies behind this boom. Evan reveals how the agency helps its clients stay on the cutting edge of culture, and why intuition is a key ingredient to its secret sauce. Next, we hear how Movers+Shakers integrates creators into its campaigns, and what Evan’s ambitions are for the agency’s future. Evan also shares how the idea for Movers+Shakers was originally conceived after Geoffrey, a Broadway performer and director, posted a dance video online that went viral overnight. To close the show, we get Evan’s thoughts on how TikTok has evolved over the years, and where he anticipates it going next. In this episode, you will learn: Why intuition is a key ingredient to Movers+Shakers' secret sauce for keeping brands on the cutting edge of culture How Movers+Shakers' integrates creators into its brands' campaigns How TikTok has evolved over recent years, and where it's heading next Key Takeaways [05:51]: How Movers+Shakers keeps its client brands on the cutting edge of culture [15:58]: How Movers+Shakers integrates creators into its brands' campaigns [19:15]: How Movers+Shakers differs from more traditional creative agencies [24:58]: How TikTok has evolved over recent years, and where it's headed next Resources: Movers+Shakers: https://moversshakers.co/ Connect with the Guest: Evan’s LinkedIn: https://www.linkedin.com/in/evanhorowitz/ 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. 72 of Earned, Conor sits down with Silvia Galfo, general manager of Armani Beauty. We start by talking about influencers: when Silvia first realized their potential, and how the narrative—and budgets—around influencer marketing have shifted in recent years. Silvia describes how important it is for luxury brands to strike the right balance between establishing a brand-led narrative and giving up some control to creators. We also discuss how to divvy up the marketing budget with the increasing number of channels available today, and Silvia shares her test-and-learn philosophy. We then explore the world of fragrance marketing—a historically difficult vertical to market across social media. Silvia emphasizes the importance of entertaining your audience, and shares the success of a recent TikTok activation for Armani’s Acqua di Giò Profondo fragrance. To close the show, we discuss how to adapt your brand’s message to resonate across international markets, and why Silvia’s leadership style prioritizes nimbleness and agility. In this episode, you will learn: How luxury brands' approach to influencer marketing has shifted in recent years The importance of entertainment in fragrance marketing Why you should adapt your brand's message to resonate across international markets Key Takeaways [02:28] Why brands—including luxury brands—should lean into influencer marketing [10:31] How Silvia divvies up the marketing budget across all of today's new channels [13:39] How to effectively market fragrance on social media [18:15] Why brands should adapt their messaging to resonate across different markets and cultures [25:12] Why Silvia's leadership style prioritizes nimbleness and agility Resources: L’ORÉAL’s website Giorgio Armani L’ORÉAL Connect with the Guest: Silvia’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. 71 of Earned, Conor sits down with Marc Hustvedt, president of the largest YouTube channel in America (137 MILLION subscribers): MrBeast. Marc’s impressive resume also includes founding ventures like Tubefilter, Supergravity Pictures, and the Streamy Awards. We start the episode by learning why Marc enjoys building new companies, and hear why he’s particularly interested in YouTubers. We ask Marc about the core elements that make a piece of content successful, and the reasons behind MrBeast’s most recent explosion in (billions of) views. Marc shares how the MrBeast team has leaned into TikTok, before explaining the importance of viewer acquisition with captivating video titles and thumbnails, and a few of the ways MrBeast optimizes its content for performance. We hear Marc’s take on the current monetization models of social platforms like YouTube and TikTok, and how MrBeast’s side ventures like Feastables and MrBeast Burger are now contributing a larger slice of the revenue pie. To close the show, we discuss the impact that MrBeast, aka Jimmy Donaldson, has had on his hometown of Greenville, North Carolina, and hear what’s in store for the company over the next 20 years. In this episode, you will learn: The keys to creating a successful piece of content The importance of catchy video titles and thumbnails for viewer acquisition How MrBeast grew a following of 137 million subscribers (and counting!) Key Takeaways [12:51] The keys to creating a successful piece of content [20:25] Why MrBeast leaned into TikTok [26:06] The importance of optimizing titles, thumbnails, and integrated ad reads [41:40] Marc’s predictions for the future of MrBeast Resources: MrBeast Youtube: @mrbeast MrBeast Twitter: @mrbeast MrBeast Instagram: @mrbeast Shop MrBeast Merch: https://shopmrbeast.com/ Connect with the Guest: Marc’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 70th episode of Earned, we sit down with Winnie Park, CEO of Gen Z retailer Forever 21. We start by discussing the resurgence of retail and in-store shopping, and how the industry has changed since the start of the pandemic. Winnie unpacks the evolution of Forever 21’s omnichannel strategy, and emphasizes the importance of meeting the customer where they’re at. We dive into the retailer’s approach to influencer marketing, and Winnie shares why Forever 21 prioritizes co-creation. Conor asks Winnie what it takes to run hundreds of physical retail locations, and Winnie explains why store associates are crucial because they’re closest to the boss—the customer. Next, we hear Winnie’s perspective on the “Glass Cliff” phenomenon, and she shares why she believes women make some of the best CEOs, particularly in tough times. To close the show, Winnie reveals her greatest learnings from her mentors, and why she now loves mentoring other professionals, before sharing the advantages of being part of the SPARC Group community. In this episode, you will learn: How the retail industry has evolved and bounced back since the start of the pandemic The importance of a balanced omnichannel strategy and meeting the customer where they're at Why women make some of the best CEOs in tough times Key Takeaways [01:08] The resurgence of retail and in-store shopping [09:43] The evolution of Forever 21's omnichannel strategy [17:34] Forever 21’s approach to influencer marketing [23:40] The keys to successfully running physical retail locations [27:49] Winnie's perspective on the "Glass Cliff" phenomenon Resources: Forever21 Forever21 on TikTok - @forever21 Forever21 on Instagram - @forever21 The Spark Group  Connect with the Guest: Winnie’s LinkedIn - @winnie-park 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 latest episode of Earned, we sit down with Jason Wagenheim, President and Chief Revenue Officer at global media company Bustle Digital Group. To start, we dive into Jason’s long-spanning career in publishing at Condé Nast, including his time at Vanity Fair, Glamour, and Teen Vogue. Jason reveals how accurate “The Devil Wears Prada” was, then unpacks how digital publishing took the print world by storm. We learn about the triumphs and challenges of acquiring and integrating a portfolio of independent media companies under one roof, including Elite Daily, The Zoe Report, and Inverse, before Jason emphasizes the importance of being comfortable with change. We discuss how publishers were the original influencers, and why advertisers should continue to see their value. Next, Jason shares the learnings he’s applied from his background in sales, and explains why empathy is key to being a successful leader. We close the show with the origin story of Jason’s current side hustle and passion project: East End Cowboy barbecue sauce. In this episode, you will learn: + How the evolution of digital publishing took the print world by storm + Why publishers are the original influencers + The qualities you need to be a successful leader Key Takeaways: [04:27] The rise of digital publishing and its impact on print media [07:33] Why publishers are the original influencers [15:58] The benefits and challenges of acquiring independent media companies [26:54] Jason’s biggest learnings from his background in sales [30:16] The key qualities of a successful leader [35:32] Jason’s BBQ sauce side hustle Resources: BDG - Bustle Digital Group Book - Who Moved by Cheese Book - The First 90 Days East End Cowboy BBQ Connect with the Guest: Jason’s LinkedIn East End Cowboy 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 Ep. 68 of Earned, we sit down with beauty industry veteran Ken Landis. Ken has a proven track record of success, co-founding some of today’s top beauty brands, including Bobbi Brown Cosmetics, TULA Skincare, and DIBS Beauty. To begin the episode, Ken reveals the core characteristics of a successful beauty brand, emphasizing the importance of a focused distribution strategy and unpacking his mantra of “narrow and deep.” He explains why Bobbi Brown Cosmetics started out in the ’90s by being “laser focused” on high-end specialty retail stores, and prioritized winning market share in the few doors they were in, rather than maximizing distribution. We then dive into TULA, and Ken shares why the skincare brand launched with a digital-first, influencer-centric strategy, which quickly paved a path to profitability. We explore the difficulties of building a brand identity through retail compared to DTC, and Ken unpacks the differences in marketing a color cosmetics brand versus a skincare brand. We then discuss how the creator economy has evolved over the years, and how DIBS and Tula approach organic relationships versus paid partnerships with influencers. To close the show, Ken details the key factors that have attracted him to invest in a variety of companies, from beauty to tech to art to cannabis, before sharing his philosophies on effective leadership. In this episode, you will learn: How to build a brand identity that stands out in a crowded market Strategies for leveraging organic relationships and paid partnerships with influencers Key characteristics that investors look for in a brand Key Takeaways [02:47] The core elements of a successful beauty company [11:40] How digital marketing has evolved since Ken began in the industry [14:40] Utilizing influencer marketing to expand brand awareness [16:45] Common mistakes brands make in retail [22:43] Key qualities Ken looks for when investing in companies Resources: Bobbi Brown Cosmetics TULA DIBS Beauty Connect with the Guest: Ken’s LinkedIn - https://www.linkedin.com/in/ken-landis-88b7423/ 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. 67 of Earned, Conor sits down with creator economy expert and gaming industry veteran Rodrigo Velloso. We begin by learning what attracted Rod, who built his early career in traditional media, to join the then-booming tech industry. Conor and Rod then share their predictions for how the rise in AI technology like ChatGPT will impact industries across the board. We dive into Rod’s time at YouTube in the early 2010s, and hear why the platform’s shifting focus from views to watch time led to increased interest in long-form gaming videos—a completely new genre of content at the time. Next, Rod shares his learnings from his time as YouTube’s Director of Gaming Partnerships, before pivoting to his experience leading creator-led marketing at interactive gaming platform Roblox—which helped fuel the company’s hypergrowth to compete with gaming giants like Minecraft. We learn how Roblox’s monetization model drew an influx of gamers to the platform, and Rod emphasizes how the best content lives where its creators can be properly compensated for it. To close the show, we hear what Rod has learned about the broader creator economy since joining creator commerce platform Spring, and Rod reveals what’s up next for his career.

In Ep. 66 of Earned, Conor sits down with Chelsea Riggs, Global President of top-ranking professional haircare brand Amika. To start the episode, we learn what attracted Chelsea, who joined the founding team of Amika out of college, to the then-small startup, and how she worked her way up in six years from being a business development manager to Global Brand President. We then dive into Amika’s standout success on social in recent years, and hear how building a more sophisticated influencer marketing engine—and a dedicated “A-team” creator community—helped propel this growth. Next, Chelsea explains why the sales team is so important to a beauty brand, as they are the “eyes and ears to the customer,” before sharing how Amika leverages its community of professional hair stylists for product feedback. Finally, we learn why Amika, which earned Sephora’s “Clean at Sephora” seal last year, has evolved its product line to include clean, responsibly sourced ingredients—plus, Chelsea reveals that the brand is on its way to receiving a B Corp certification.

In our first episode of the new year, we sit down with Raissa Gerona, Chief Brand Officer of fashion retailer and influencer marketing powerhouse Revolve. We start by learning how Raissa was a pioneer in the influencer marketing space, leveraging the then-new blogosphere in 2008 to promote her own Lovers and Friends clothing brand. Raissa shares her advice to marketers who question whether influencer marketing is “worth it,” emphasizing that it should be viewed as top-of-funnel marketing (like a billboard), and that marketers shouldn’t try to equate every single influencer post to a sale. We then take a step back to explore Raissa’s unique career journey. Raissa reveals how she was originally on track to become an attorney, but a trip to Italy led her to pursue the entrepreneurial path and start her own clothing brand, which later connected her to Revolve founders Michael Mente & Mike Karanikolas. To close the show, we learn about the successes and challenges involved with scaling Revolve 10x in 10 years to achieve $1B in revenue, before hearing what’s in store for Raissa and Revolve over the next decade.

This week, we're taking a trip down memory lane and re-sharing one of our top episodes of 2022: Ep. 47, featuring Ju Rhyu, co-founder and CEO of Hero Cosmetics—an acne-focused skincare brand that achieved $100 million in revenue last year. To start the episode, we learn how running Hero Cosmetics today differs from when Ju launched the brand four years ago, and Ju shares why she says no to a lot more opportunities that come her way. We then hear why Hero Cosmetics launched on Amazon with only one SKU, and how Ju went on to build a successful business on the platform. Next, we take a step back to explore Ju’s career journey: from earning her MBA at Columbia, to her time working at Kraft, Samsung, and American Express, to starting Hero Cosmetics. We discuss why Hero Cosmetics focuses heavily on earned media, including building relationships with publications and influencers to drive brand awareness. To close the show, Ju shares the “game-changing” advice she received that fueled her extremely intentional product development and distribution strategies.