00:00Becoming a master of your craft, first and foremost, I think is almost overlooked as
00:05a skill set because we want to go up, we want to go broad, we want to run the whole
00:08department.
00:15I started my career in social media. I joined Nespresso 10 years ago and I was leading social
00:20and digital. That's a very hyper fixated, very depth of skill that now a lot of people coming
00:27up in marketing are just wanting to climb the ladder and really thinking about what's the
00:31niche, what's that area of expertise, sort of similar to the world of content creators and
00:35influencers. But I think it gives you a bit of credibility if you master a craft, if you're
00:40really depth of expertise in something, and then you're able to see that connective tissue because
00:45you know your area so well, it allows you to then be able to, with credibility, say, I know what
00:51matters for, in my case, it was social. And then I was able to learn influencer because I knew how
00:56influence are connected to social. And then I had to learn paid media. And so the dominoes sort of fall
01:00from there. I think humility as a general leadership trait is really key, but even more so maybe in an
01:07environment like this where we do get amazing world stages, marketers typically within any big
01:12corporation are the ones out in the world experiencing things and just try to stay humble amidst all of
01:19that because we're talking to ourselves a lot of the time. And while our job is fantastic, you need to
01:24stay humble in order to, I think, be able to grow in your leadership and your marketing skills.
01:30They have been with Nespresso for 10 years and actually helped create our influencer or influence
01:35practice. And I think there's a lot of ways that influencers and creators more broadly can
01:40fill different needs within your funnel as a marketer. One really interesting example is that we've
01:45started thinking of creators as creators. That sounds really simple, but we sort of have lost the
01:50thread on the fact that they are best in class at knowing what content works, what's going to perform.
01:56They're incentivized in their own businesses to create that content in a way that's going to be
02:01successful, even more maybe than a brand or a brand marketer who can get caught up in lots of other
02:06different KPIs and needs. And so we've tapped into creators with one of our agencies as a way to fill
02:11gaps
02:12in, let's say global content that maybe can't be deployed across all of your channels. And using those
02:17creators to say, Hey, you know, what works in social help us create that video piece. That's
02:22really going to take things to the next level and not necessarily use them for their distribution or
02:27their influence in that traditional way. And that's been very successful for us. Some of that content
02:32that we've created with content creators is actually some of our top performing when we do use it in
02:36paid media. Building relationships over time really is something that matters to Nespresso. We've worked with
02:42George Clooney for 17 plus years as a brand. And we do that on a micro or smaller level as
02:47well.
02:48There's an influencer who we worked with way pre-pandemic to drum up some attention for our
02:53iced coffee campaign. And during the COVID pandemic, she actually created her own candle company called
02:59Hotel Lobby Candles. If you don't know it, look it up. It's become a bit of a cult classic in
03:04the US.
03:04And so we were able to partner with her. She sort of came to me and pitched me this amazing
03:08idea to
03:09create a Nespresso martini candle. And that allowed us to tap into a different audience
03:14of her followers and her fans, but also bring the Nespresso lifestyle to a whole new place right
03:20outside the kitchen with a candle and a scent that really evokes everything that we love about our
03:25coffee drinking experience. So two very different ways to think about content and creators and influence
03:31in a new world. With creators, you have to lead with authenticity. That's what we're seeing is working
03:36out there in the social space. And that sounds kind of obvious, of course, but a brand like
03:43Nespresso is interesting because we're very lucky that almost anybody knows who Nespresso is,
03:47especially if you're in Europe. Our awareness is very strong in the US as well. And so almost
03:51anyone can tell me I drink coffee every day. I have a Nespresso machine. A lot of people can say
03:56that.
03:56But if creators are really looking to work with a brand, going a little bit deeper into what makes
04:01an authentic fit for you in your life, but also your audience, what is sort of unique about who
04:06you are reaching and how you're speaking to them that helps you stand out and maybe pitch a creative
04:12idea like a candle, you never know what can happen. So staying authentic and being able to really
04:18articulate who it is that you're reaching because at the end of the day, I know we've shifted the term
04:22from influencer to content creator. And yes, that's great. There's a role for that. But who are you
04:27influencing and what type of world are you creating around your story? And I think even more, I'm
04:32seeing niche be really successful with content creators. What's your specific thing that you're
04:38talking to your audience about? Why? Why do they uniquely come to you? And if you can explain that
04:42that's food or morning routines or something that is a unique fit for a brand, I think that that's going
04:48to make you stand out.
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