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

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