Conversation starters with Accenture

Hi all, over the past month I've been closely observing the surge in discussions about the influencer and creator economy, particularly around LinkedIn. It's no surprise to me that this platform, which I've wholeheartedly embraced, is attracting a significant amount of attention from B2B brand marketers.

Like me, they're keen to explore the potential connections with influencers on LinkedIn. The platform has definitely stepped up its game, making influencer marketing an increasingly viable option for brands. Initially, LinkedIn rolled out its Brand Partnership tag 🤝, making it simpler for users to spot content that's sponsored or paid for. Then came the introduction of thought leadership ads, bolstered by recent updates that allow company page admins to support not just employee content with ad spend, but also content from users outside their immediate network.

I must say, 💪 I'm quite bullish on LinkedIn. It's not just a powerful tool for executives to expand their influence, but it's also paving the way for influencer marketing in a manner that's yet to be fully exploited on other platforms like TikTok or Instagram. The main obstacle for LinkedIn, as I see it, is the need for a backend portal — something akin to a LinkedIn Influencers for Business portal.

IMO 🤷♂️, and take it for what it's worth... this would be a game-changer for brand marketers. The importance of finding the right influencer with the right timing has never been clearer. If LinkedIn can launch such a tool, it would certainly mark the beginning of a new era for influencers on the platform.

Beyond LinkedIn, a few other topics have captured my interest this month-

• 40% of 18-29 year olds are now researching products/services on TikTok before making a big purchase according to a new report from IZEA. This highlights how important it is for brands selling physical products to engage in the influencer economy on TikTok. Finding the right content, with the right influencer ultimately meets the consumer right in the middle of his or her search journey💥.... and yes, Google has taken notice - more coming on that in the next. :)

• PacSun - For years, the brand has leveraged emerging artists to resonate with its youthful audience. This month, PacSun elevated this strategy with the launch of its 2024 Festival Campaign, highlighting three emerging acts to spotlight its newest collection. By crafting original branded music videos featuring these artists, adorned in the latest fashion from the collection, and promoting these across PacSun’s social media channels, the brand has created a blueprint for utilizing music as a dynamic tool to engage younger consumers.

• Brands' authentic engagement with the release of Beyoncé's country album Cowboy Carter were impressive. Major brands like Verizon, which announced the album in a Super Bowl ad, were expected to join the buzz. But the creativity of social media strategists from various brands stood out. For example, Cash App cleverly shared a screenshot of the lyric of its mention in the song "Desert Eagle" with the caption: "Wake up, new Beyoncé is out." Levi’s also seized the moment with a shout-out in the track "Levii’s Jeans." Their response on Beyoncé’s Instagram post was memorable: “The queen has spoken 🐝👑 changes our name to Leviis.” Levi’s even temporarily rebranded itself as “Levii’s” on social media, playfully updating its bio to “FKA Levi’s 🐝,” showcasing Beyoncé’s influence

• We have identified our first two strategic acquisitions, which we refer to as AIBOs (Artificial Intelligence Buyouts), our trademarked growth strategy. You might have seen the news VentureBeat and Entrepreneur, or NYSE. I continue to be bullish about this strategy and the team is full steam ahead on executing. More news coming. :)

Thanks for reading and until next time.

Hi All, Multiple studies underscore the significant value the creator economy contributes to brands.

It's generally understood that for every dollar invested, creator content can yield an "earned media value" (EMV) of approximately $5 to $6.50. This estimation is corroborated by findings from platforms such as CreatorIQ, Grin, and Influencer Marketing Hub, which all present similar variations of this metric.

The “creator” trend however extends well beyond the use of pay-for-play personalities by brands; increasingly, creators are venturing into brand creation themselves, producing products that rival some of the largest corporate entities. A prime example is Selena Gomez's Rare Beauty, which, in under five years, has been valued at an estimated $2 billion. Last year alone, it generated over $400 million in sales, competing with the top beauty brands globally. The recent news of a potential sale positions Gomez as a potential billionaire resulting from A+ execution within the creator economy.

This shift illustrates a significant opportunity for creators. By leveraging their fanbase and engaging directly with consumers via social media, creators undoubtedly now have the power to establish their own brands in today's market with unprecedented upside. Selena Gomez's success is among numerous stories that is likely to inspire other creators to explore brand creation, either independently or in partnership with established brands. This shift could redefine the influencer landscape, encouraging creators to view their partnerships as long-term investments rather than short-term earnings.

Here is what else that has been capturing my attention this past month:

• 72% of women

  in the online population play video games, with women making up 45% of the gaming population and half of them also spending money on games. Among gamers, 36% of women consider themselves gamers, and diversity in games is important to 62% of female players. Notably, 44% of women gamers exclusively play on mobile platforms, and nearly half identify as casual gamers, with more than a third of women on PC or console considering themselves core gamers.

• IKEA - The brand recently launched its creative content series titled "

  Don't Worry, You Can Afford It

  ," focusing on pets and the delightful chaos they often cause. In this series of advertisements, IKEA's diverse products, such as planters, mugs, cushions, and vases, are humorously showcased being toppled by lovable cats and dogs. These ads provide a reassuring message to pet owners: the affordability of IKEA's items makes replacing them after a pet mishap stress-free. This campaign cleverly captures the market of pet owners, especially timely given the significant rise in pet ownership across the globe. Specifically, in the U.S., pet ownership has surged from 56% of households in 1988 to 66% in 2024, which translates to 86.9 million pet-owning homes. By linking the sometimes chaotic, pet-induced accidents at home with IKEA's budget-friendly products, all under a veneer of cuteness, the brand smartly aligns itself with the needs and realities of modern pet owners.

• The vibrant elements of Hyundai Motor America's "The Drop" campaign which intriguingly integrates sneaker culture into the automotive worldwith the launch of the 2024 Hyundai Santa Fe. The collaboration with Culture Brands and the artistic direction of Julien Christian Lutz, alongside contributions from Black-owned brands and talent, spotlight the campaign's dedication to cultural depth and diversity. What struck me was the campaign's ability to position the Santa Fe as not just a vehicle but a cultural icon, mirroring the excitement of a highly anticipated sneaker release. Through the strategic use of digital platforms, influencer partnerships, and culturally resonant content, "The Drop" campaign elevates the narrative of automotive innovation, merging it seamlessly with the dynamic rhythm of contemporary culture.

• AIBOs, which stand for AI Buyouts. More coming on this, but the idea of using AI to underpin mergers and acquisitions activity in the agency sector has the entire team buzzing. Generally speaking, AI technology enables marketing practitioners to be more efficacious with time and more precise with campaign work. As the “AI” industry continues to take shape, M&A activity will most certainly increase.

Thoughts or ideas you want to discuss?

Let's connect: Jeremybarnett@radintel.ai. Thanks for reading, and until next time!