CreatorIQ

In Episode 11 of Earned, Conor chats with David Benayoun and Adam Bohbot, co-founders of fast-growing, carbon neutral jewelry brand <a href= "https://www.analuisa.com/">Ana Luisa.</a> In the episode, Adam and David reveal their fateful meeting sharing a cab to a nightclub in Shanghai while both attending business school at EMLYON. After pursuing different career paths post-graduation (Adam entered the VC  world before joining an influencer marketing software company, while David dove into e-commerce and jewelry design and manufacturing), we learn why the two decided to leverage their complementary skill sets and create Ana Luisa in 2018. Adam and David discuss the challenges of entering a market they did not grow up in, and share their experience taking outside investments. They then give insight into Ana Luisa’s unique weekly product drop strategy, and divulge their product co-creation process with influencers—a pillar of the brand’s DNA. We learn more about how the brand’s YouTube strategy powered hyper growth, the inventory planning challenges that resulted, and why Adam and David prioritize influencer partners’ “value fit” over follower count.

11 - Adam Bohbot & David Benayoun, Ana Luisa

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:<ol><li>What "Creator Culture" is, and how it has evolved over the last decade</li><li>How governments can manage social media platforms responsibly</li><li>Takeaways from Conor's and David's experiences testing their own power as creators</li></ol> Resources:<ul><li><a href="https://www.amazon.com/Creator-Culture-Introduction-Global-Entertainment/dp/1479879304" rel="noopener noreferrer" target="_blank">Creator Culture</a></li><li><a href="https://www.amazon.com/Social-Media-Entertainment-Intersection-Postmillennial/dp/1479890286" rel="noopener noreferrer" target="_blank">Social Media Entertainment: The New Intersection of Hollywood and Silicon Valley</a></li><li><a href="https://www.amazon.com/Wanghong-Entertainment-Palgrave-Studies-Globalization/dp/3030653757" rel="noopener noreferrer" target="_blank">Wanghong as Social Media Entertainment in China</a></li></ul> Connect with the Guest(s):<ul><li><a href="https://www.linkedin.com/in/davidcraigmedianation/" rel="noopener noreferrer" target="_blank">David Craig’s LinkedIn</a></li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

David Craig

Clinical Professor of Media Studies at USC Annenberg School for Communication and Journalism

In Ep. 82 of Earned, Conor Begley sits down with David Craig, author and clinical professor at USC’s Annenberg School for Communication and Journalism, whose research and publications focus on “Social Media Entertainment” and the rise of “Creator Culture.” 


82 - David Craig, USC Annenberg School for Communication and Journalism

USC Annenberg Professor and Media Industry Expert David Craig on the Rise and Impact of “Creator Culture”

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:<ol><li>How professional athletes turned the Theragun into a global sensation</li><li>Why word-of-mouth is "the best advertising" Therabody has</li><li>The principles that guide Dr. Jason's life and business</li></ol> Resources:<ul><li><a href="https://www.therabody.com" rel="noopener noreferrer" target="_blank">Therabody</a></li></ul> Connect with the Guest(s):<ul><li><a href="https://www.linkedin.com/in/dr-jason-wersland-0116846a/" rel="noopener noreferrer" target="_blank">Dr. Jason Wersland's LinkedIn</a></li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

Dr. Jason Wersland

Founder & Chief Wellness Officer at Therabody

In Ep. 81 of Earned, Conor Begley sits down with Dr. Jason Wersland—chiropractor, founder of Therabody, and inventor of the world-renowned Theragun.


81 - Dr. Jason Wersland, Therabody

How Word-of-Mouth Marketing Turned the Theragun Into a Worldwide Phenomenon—and Helped Raise $165 Million

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 <a href="https://creatormarketplace.tiktok.com/" rel="noopener noreferrer" target="_blank">TikTok Creator Marketplace</a> 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:<ol><li>Why TikTok invests heavily in the creator economy</li><li>Why Adrienne believes the most effective marketing is creator-led</li><li>Adrienne's predictions for the future of the social and content landscape</li></ol> Key Takeaways:0:45 What the TikTok Creator Marketplace is2:12 Why TikTok invests heavily in the Creator Economy7:24 How creators are changing the face of marketing19:55 Why TikTok works with partners like CreatorIQ24:44 Why TikTok has stood the test of time30:30 Adrienne's predictions for the future of the social and content landscape Resources:<ul><li><a href="https://creatormarketplace.tiktok.com/" rel="noopener noreferrer" target="_blank">TikTok Creator Marketplace</a></li></ul> Connect with the Guest(s):<ul><li><a href="https://www.linkedin.com/in/adriennelahens/" rel="noopener noreferrer" target="_blank">Adrienne Lahens's LinkedIn</a></li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

Adrienne Lahens

Global Head of Operations for TikTok's Creator Marketing Solutions

In our 80th episode of Earned, Conor Begley sits down with Adrienne Lahens, the Global Head of Operations for TikTok’s Creator Marketing Solutions.


80 - Adrienne Lahens, TikTok

TikTok’s Adrienne Lahens on Why Creators Have Changed the Face of Marketing

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:<ol><li>What affiliate marketing is, and why it's relevant to any industry</li><li>How to scale a company thoughtfully and sustainably</li><li>The power of promoting a positive company culture as CEO</li></ol> Key Takeaways:<ul><li>2:50 - 8:20 What affiliate marketing is, and the sectors that benefit the most from it</li><li>9:22 - 11:56 How Awin aims to make affiliate marketing easier for creators</li><li>28:05 - 31:22 The challenge of balancing company growth and profitability</li><li>34: 27 - 38:02 How Awin cultivates a positive company culture</li></ul> Resources:<ul><li><a href="https://www.awin.com/us" rel="noopener noreferrer" target="_blank">AWIN</a></li></ul> Connect with the Guest(s):<ul><li><a href="https://www.linkedin.com/in/adambross" rel="noopener noreferrer" target="_blank">Adam Ross’s LinkedIn</a></li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

Adam Ross

CEO of Awin

In Ep. 79 of Earned, Conor Begley sits down with Adam Ross, CEO of affiliate marketing platform Awin.


79 - Adam Ross, Awin

Awin CEO Adam Ross on the Future of Affiliate Marketing

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:<ol><li>Why Sean empowers his team at Elemis to take risks and test and learn</li><li>How Elemis cut through the noise and found relevance in a saturated market</li><li>Why Elemis leaned into influencer marketing to evolve as a business</li></ol> Key Takeaways: <ul><li>3:35: How Sean's relationships with his co-founders Noella and Oriele have evolved over the last 30 years</li><li>8:26: Sean's core business learnings and philosophies</li><li>14:12 Why fear of failure does not breed success, and the importance of a test-and-learn culture</li><li>15:53: How Elemis cut through the noise and found relevance in a saturated market</li><li>26:09: Why Elemis leaned heavily into influencer marketing early on</li></ul> Resources:<ul><li><a href="https://uk.elemis.com/" rel="noopener noreferrer" target="_blank">Elemis Website</a></li></ul> Connect with the Guest(s):<ul><li><a href="https://www.linkedin.com/in/sean-harrington-290a177b/" rel="noopener noreferrer" target="_blank">Sean Harrington’s LinkedIn</a></li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

Sean Harrington

Co-Founder and CEO of Elemis

In Ep. 78 of Earned, Conor Begley sits down with Sean Harrington, co-founder and CEO of luxury skincare brand Elemis.


78 - Sean Harrington, Elemis

Elemis Co-Founder & CEO Sean Harrington on Why Fear of Failure “Does Not Breed Success”

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:<ol><li>Why community is at the heart of Reddit</li><li>How advertisers tap into Reddit's passionate communities&nbsp;</li><li>How Reddit fosters relationships with its creators (aka moderators)</li></ol> Resources:<ul><li><a href="https://www.reddit.com/" rel="noopener noreferrer" target="_blank">Reddit</a></li></ul> Connect with the Guest(s):<ul><li><a href="https://www.linkedin.com/in/roxyyoung/" rel="noopener noreferrer" target="_blank">Roxy Young’s LinkedIn</a></li></ul> Connect with Conor Begley &amp; CreatorIQ:<ul><li>Conor’s LinkedIn -<a href="https://www.linkedin.com/in/conormbegley/" rel="noopener noreferrer" target="_blank"> @conormbegley</a></li><li>CreatorIQ LinkedIn -<a href="https://www.linkedin.com/company/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li></ul> Follow us on social:<ul><li>CreatorIQ YouTube -<a href="https://www.youtube.com/@TribeDynamics" rel="noopener noreferrer" target="_blank"> @TribeDynamics</a></li><li>CreatorIQ Instagram -<a href="https://www.instagram.com/creatoriq/" rel="noopener noreferrer" target="_blank"> @creatoriq</a></li><li>CreatorIQ TikTok -<a href="https://www.tiktok.com/@creator.iq" rel="noopener noreferrer" target="_blank"> @creator.iq</a></li><li>CreatorIQ Twitter -<a href="https://twitter.com/CreatorIQ" rel="noopener noreferrer" target="_blank"> @CreatorIQ</a></li></ul>

Roxy Young

CMO of Reddit

In Ep. 77 of Earned, we sit down with Roxy Young, CMO of one of the world’s most popular discussion forums, and home to thousands of subcultures and communities: Reddit.


77 - Roxy Young, Reddit

Reddit CMO Roxy Young on the Power of Community

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Strategy Guides

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Welcome to Earned, an influencer marketing podcast by CreatorIQ. In this series, Conor Begley, Chief Strategy Officer at CreatorIQ, sits down with esteemed industry leaders, exploring the minds—and marketing strategies—behind the most successful brands in creator-led marketing. In each episode, we dive into our guest’s background, as they walk us through the unique—and often unexpected—journey that led them to landing their dream role. We discuss their tried-and-true marketing philosophies, and of course, we talk about influencers, sharing best practices for maximizing the power of the Creator Economy and cultivating impactful influencer communities. Each guest also lends advice to young professionals starting out in the industry, and reveals a few of the key marketing strategies behind their brand’s coveted success, online and off—so be sure to tune in, and take notes!

11 - Adam Bohbot & David Benayoun, Ana Luisa

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