Inside the Creator Economy
Episodes
Elisabeth Asserson Ingebrigtsen on Being a Creator Today
29 Apr 2026
Contributed by Lukas
The creator role has changed - and not just in how content looks, but in what it demands from the people behind it. In this episode of Inside the ...
From Broadcast to Participation: The TikTok Shift
15 Apr 2026
Contributed by Lukas
TikTok is no longer a channel you test. It’s a platform shaping how brands build relevance. In this episode of Inside the Creator Economy, we s...
5 Things We Can’t Stop Talking About Right Now
01 Apr 2026
Contributed by Lukas
In this episode of Inside the Creator Economy, we’re doing something a little different. Instead of bringing in a guest, we’re taking you i...
Building a Beauty Brand Through Culture with Roger Dupé
25 Mar 2026
Contributed by Lukas
The beauty industry talks a lot about inclusivity. But few brands are actually built around it. In this episode of Inside the Creator Economy, we ...
Inside the Male Beauty Shift with Jonna Oteiza
18 Mar 2026
Contributed by Lukas
The male beauty scene is evolving fast. But the way brands approach it often hasn’t caught up. In this episode of Inside the Creator Economy, w...
The Åhléns Turnaround: Reinventing a 126-Year-Old Brand
11 Mar 2026
Contributed by Lukas
Åhléns was losing money for over a decade. Today, it’s profitable, three years in a row. In this episode of Inside the Creator Economy, we s...
From Influencer Marketing to Creator-Led Strategy with Sam Foroozesh
04 Mar 2026
Contributed by Lukas
After more than five years and ten seasons of Influencer Marketing Talks, we’re stepping into a new chapter. Not because the conversations have ch...
Creator POV: The Shift in Running Culture with Hedda Schroeter Skaug
28 Dec 2025
Contributed by Lukas
We’ve been bringing creators from our community into the podcast to understand what’s actually shaping culture locally - and right now, running c...
Snapchat’s Comeback & The New Rules of Real Connection
10 Dec 2025
Contributed by Lukas
Snapchat is having a moment again - but not for the reasons you think. In this episode, we sit down with Per Christian Strand Teslo from Snapchat to...
Creator POV: Meaningful Influence in a TikTok World
03 Dec 2025
Contributed by Lukas
With nearly half a million followers on TikTok, Frida Jernspets has grown her platform slowly and steadily over years – no viral “big break”, ju...
Powered by Joy: How Cloetta Builds Brands for Anyone, Anytime, Anywhere
26 Nov 2025
Contributed by Lukas
Cloetta may be Northern Europe’s leading confectionery company, but behind the colorful shelves and iconic classics lies one of the most complex ch...
Creator POV: How to Build a Brand That Lasts
19 Nov 2025
Contributed by Lukas
This week on Influencer Marketing Talks, we’re joined by Louise Lundberg - a creator and digital strategist who brings a rare dual perspective ...
More Than a Trend: How Sport and Wellness Became Culture
12 Nov 2025
Contributed by Lukas
From marathons to mindfulness, sport has evolved from a niche interest into a global lifestyle movement, shaping how we live, spend, and connect. An...
From Freezers to Feeds: How Findus Keeps a Heritage Brand Fresh
05 Nov 2025
Contributed by Lukas
Findus has been part of dinner tables across Europe for decades — a true heritage brand loved for its convenience and quality. But staying relevant ...
Why Some Retailers Win (and Others Don’t)
29 Oct 2025
Contributed by Lukas
Few people have had as many conversations with the minds behind the Nordics’ most successful retail and e-commerce brands as Björn Påhlman Spenger...
The Power of Passion Communities: Inside the Male Creator Movement
22 Oct 2025
Contributed by Lukas
Hunting, fishing, and outdoor life might sound like niche interests, but they’re powered by a community built on passion, expertise, and shared valu...
From Buzzword to Business Value: The Real Story of UGC
15 Oct 2025
Contributed by Lukas
User-generated content isn’t new, but it’s evolving fast. In this episode, we go beyond the buzz to explore what UGC really means in 2025 and ho...
Beyond Likes: How Microsoft Scaled Influencer Marketing 12x
08 Oct 2025
Contributed by Lukas
Influencer marketing inside one of the world’s biggest companies? That’s exactly what today’s guest, Marie-Laure De Veyt, Retail Influencer &...
5 Trends Defining the Creator Economy in 2026
01 Oct 2025
Contributed by Lukas
The creator economy is rewriting the rules of modern marketing, transforming how culture, commerce, and creativity collide. In this episode, we unpa...
ThisThat on Influencer Marketing’s Full-Funnel Power
25 Jun 2025
Contributed by Lukas
Influencer marketing is proving its strength across the entire funnel, and now there’s data to back it up. In this episode, Max Osborne, Founder of ...
Intersport On Merging Tradition and Transformation
11 Jun 2025
Contributed by Lukas
What happens when a legacy brand dares to reinvent itself, without losing sight of where it came from? In this episode, Johan Uhrbom, Media Operations...
Inside Asket's Mission to Redefine Fashion and Consumer Behaviour
28 May 2025
Contributed by Lukas
Asket is on a mission to slow down fashion, by creating a permanent collection of timeless essentials and rethinking the way we produce, consume, and ...
Why De-influencing Isn't Killing Influencer Marketing
14 May 2025
Contributed by Lukas
Is de-influencing the end of influencer marketing? Not quite! More like a fresh summer breeze, what we all need after a long winter. In this episode...
How Music Powers Authentic Creator Collaborations with Epidemic Sound
30 Apr 2025
Contributed by Lukas
With the rise of video-first content across every platform, from TikTok and Reels to LinkedIn and YouTube, music is no longer a “nice to have” in ...
How to Build a Winning Influencer Strategy for 2026
16 Apr 2025
Contributed by Lukas
What does a successful influencer marketing plan look like for 2026? In this episode, we explore how forward-thinking brands are already laying the gr...
The Truth About Influencer Marketing in 2025: 5 Myths Busted
02 Apr 2025
Contributed by Lukas
Think you’ve got influencer marketing all figured out? Think again. In this episode, we bust five of the most common myths brands still believe abou...
Tacos, Trends & TikTok: Inside Santa Maria’s Digital Activation Strategy
26 Mar 2025
Contributed by Lukas
This week, we’re joined by Vera Ebbeson Dahlin, Digital Activation Manager at Santa Maria (part of the Paulig Group), to explore how one of the most...
Trending Now: What's New on Instagram, TikTok, and Snapchat?
19 Mar 2025
Contributed by Lukas
What’s happening on Instagram, TikTok, and Snapchat right now? And what should brands be paying attention to in 2025? We’ve got you covered. In...
How Snapchat Is Redefining the Creator Economy
05 Mar 2025
Contributed by Lukas
This week, we’re joined by Emily McDonnell, Head of Creator Partnerships Nordics at Snapchat, to explore how Snapchat is becoming a game-changer for...
What’s Next for Retail? Alex Baker on the Trends Shaping 2025
26 Feb 2025
Contributed by Lukas
This week, we’re joined by Alex Baker, one of the Nordics' top retail strategists and a serial entrepreneur recognised on global influencer lists, t...
Owning the Marketing Moment with a Cultural Calendar
19 Feb 2025
Contributed by Lukas
How can brands stay relevant and create authentic connections in an ever-changing landscape? The answer: a Cultural Calendar! In this episode of In...
The Biggest Content Trends Shaping Social Media in 2025
12 Feb 2025
Contributed by Lukas
What will social media look like in 2025? In this episode, we explore the key content trends set to shape the year ahead—trends that don’t exist i...
Balancing Strategy and Wild Cards: How Tre Stands Out in Telecom
05 Feb 2025
Contributed by Lukas
This week, we’re joined by Johanna Andrén, Head of Marketing at Tre, to explore what it takes to build a strong, differentiated brand in the compet...
What TikTok’s US Ban Means for Brands and Marketers
29 Jan 2025
Contributed by Lukas
In this week’s episode of Influencer Marketing Talks, we’re tackling one of the biggest disruptions in the social media world: TikTok’s potentia...
UGC Done Right: How Wolt is Scaling Across Markets
22 Jan 2025
Contributed by Lukas
Welcome to a new season of Influencer Marketing Talks! In this first episode, we speak with Dilnaz Gemici, Regional Content Manager at Wolt, about how...
10 Years of Cure Media: Lessons and the Future of Influencer Marketing
18 Dec 2024
Contributed by Lukas
In this episode, we’re joined by Sam Foroozesh, CEO and co-founder of Cure Media, to reflect on a decade of shaping the influencer marketing industr...
The Beauty Playbook: Influencer Strategies for 2025
04 Dec 2024
Contributed by Lukas
In this episode, we’re joined by Julia Arheden, a beauty enthusiast and influencer marketing expert. With extensive knowledge in shaping strategies ...
Turning Marketing Insights into Action with Mikael Lenneryd
20 Nov 2024
Contributed by Lukas
In this episode, we’re joined by Mikael Lenneryd, CMO at Apoteket, one of Sweden’s leading pharmacy brands on how they turn data and consumer insi...
360° Influencer Marketing with Head of Operations, Emma Lundsten
06 Nov 2024
Contributed by Lukas
In this episode, we’re exploring how to maximize your investment in influencer marketing with a 360° strategy, featuring Emma Lundsten, Head of Ope...
Profitable E-Commerce: How AI is Shaping Success
23 Oct 2024
Contributed by Lukas
In this episode, we sit down with Marcus Tagesson, the founder of Babyshop and now founder and CEO of Dema, a service that integrates your e-commerce ...
Communication that Matters: The keys to making an impact
25 Sep 2024
Contributed by Lukas
In this week’s episode of Influencer Marketing Talks, we’re joined by Niklas Bondesson, Associate Professor of Marketing at Stockholm University a...
Unleashing Creativity in Influencer Marketing
11 Sep 2024
Contributed by Lukas
In this episode of Influencer Marketing Talks, Frida and Isabelle explore the power of creativity in marketing and how it sets brands apart in today’...
Top 5 Trends Driving Influencer Marketing in 2025
28 Aug 2024
Contributed by Lukas
It’s finally here—this year’s trendspotting episode! In just 15 minutes, hosts Isabelle Green and Frida Ekholm break down the top five social me...
Trends Transforming Social Media and Influencer Marketing in 2024
29 May 2024
Contributed by Lukas
Join us this week as we sit down with Carlos Casquilho, Head of Revenue at Cure Media. Dive into the latest trends shaping the social media landscape ...
Rethinking Retail: The New Dynamics of Consumer Behaviour
15 May 2024
Contributed by Lukas
This week, we're joined by Professor Sara Rosengren from the Stockholm School of Economics. Discover the significant shifts in retail driven by digita...
Decoding Marketing Success: The Anatomy of Effectiveness
01 May 2024
Contributed by Lukas
Join us this week as we dive into "The Anatomy of Effectiveness" with Imaad Ahmed from WARC, the global leader in marketing effectiveness. With over 1...
Why Arla is Scaling Up Influencer Marketing
17 Apr 2024
Contributed by Lukas
In this week’s episode we chat with Sara Johansson, Strategic Media Lead Sweden at Arla, the world’s largest organic dairy producer, operating in ...
How Nestlé Integrates AI into Its Day-to-Day Marketing Strategy
03 Apr 2024
Contributed by Lukas
In this episode, we're joined by Søren Mohr, Nordic Media, Digital and AI Manager at Nestlé, who shares his insights on seamlessly integrating AI in...
Active Attention: The Key to Effective Marketing
20 Mar 2024
Contributed by Lukas
In this week’s episode, we delve into the pivotal concept of active attention in marketing, emphasizing its role in not just capturing, but also con...
Next-Gen FMCG: A Guide to Engaging Communication
06 Mar 2024
Contributed by Lukas
In this podcast episode, we will dive into the transformative world of pharmacy retail with a spotlight on Kronans Apotek, a leader in the Swedish pha...
Beyond the Basics: Finetuning Your Influencer Marketing Strategy
21 Feb 2024
Contributed by Lukas
In this week's episode, Frida sit down with Julia Arheden, a strategist with over five years in the influencer marketing field, currently leading stra...
Utilizing AI: Trends, Tools, and Tomorrow
07 Feb 2024
Contributed by Lukas
In this week's episode, we're joined by digital marketing expert Sara Öhman, who brings her insights into leveraging AI for brand communication throu...
Vogue Business on 2024’s Luxury Fashion Trends & Digital Shifts
24 Jan 2024
Contributed by Lukas
In this week's episode, we're joined by Lucy Maguire, Senior Trends Editor at Vogue Business, for an in-depth look at 2023's fashion highlights and a ...
TikTok Triumph: How Normal Wins Gen Z Hearts
08 Nov 2023
Contributed by Lukas
In this week's engaging episode, we're joined by Viktoria Nilsson, the Marketing Coordinator at Normal - the retail giant known for shaking up the Eur...
Niklas Bondesson on Communication that Matters: The Keys to Making an Impact
01 Nov 2023
Contributed by Lukas
In this week’s episode, we're thrilled to have Niklas Bondesson, an Associate Professor of Marketing at Stockholm University and a strategic advisor...
Behind L’Oréal’s Success: Rebecca Eliasson on Creators, Data, and Gen Z
25 Oct 2023
Contributed by Lukas
Join us in this episode as we uncover L'Oréal's successful journey with Rebecca Eliasson, their Group Head of Advocacy. Curious about their strategy ...
Social Media Trends 2024
18 Oct 2023
Contributed by Lukas
Prepare to rethink your social media strategy and unearth innovative ways to engage your audience! In this episode, we peel back the curtain on the ev...
Key Factors for Expanding Successfully into New Markets with Makeup Mekka
11 Oct 2023
Contributed by Lukas
In this episode, we delve into the remarkable success story of Makeup Mekka, a Norwegian beauty brand that went from zero to 3.5 million Euro in just ...
Maximise Your Success During Black Week and the Holidays Season
04 Oct 2023
Contributed by Lukas
Black Friday week and the holiday season can be the most hectic and demanding time of the year, especially for retail marketers. With fierce competiti...
Navigating the Media Landscape: Where Brands Invest and How Consumers Engage
27 Sep 2023
Contributed by Lukas
In this week’s episode, we’re joined by Carlos Casquilho, Head of Revenue at Cure Media, to delve into the evolving media landscape and its implic...
How to Measure Brand Effects in Influencer Marketing with Nepa
20 Sep 2023
Contributed by Lukas
What role does influencer marketing play in the media mix and how do you prove its effect in an effective way? This week, we delve into the crucial t...
Unlocking Gen Z: Strategies Behind Common Clouds’ Rise
13 Sep 2023
Contributed by Lukas
In this episode, we have the privilege of hosting Maria Ahlgren, the visionary co-founder and CMO of Common Clouds—a brand with an audacious mission...
5 Big Influencer Marketing Trends Shaping 2024
06 Sep 2023
Contributed by Lukas
It’s finally here, this year’s trendspotting episode! In just 15 minutes, you'll find out the top five influencer marketing trends that brands nee...
Kappahl’s Journey to Sustainable Fashion: Tips and Tricks from the Frontline
30 Aug 2023
Contributed by Lukas
In this episode, we delve into the world of responsible fashion and the challenges faced by fashion brands in navigating sustainability. Our guest, Ka...
From Products to Impact: How Brands Can Transform and Influence
23 Aug 2023
Contributed by Lukas
In the season 6 premiere, we’re deep diving into the fascinating world of consumer perception. Ever wondered how people form opinions about brands? ...
We’re Nominated for the People’s Choice Podcast Awards!
18 Jul 2023
Contributed by Lukas
We’re so happy to announce that we’re nominated for the People's Choice Podcast Awards, in the category “Best Female Hosted Podcast”! The Peop...
Youty on Navigating the Evolution of Beauty Marketing
14 Jun 2023
Contributed by Lukas
In this week’s episode, we have Linn Gegerfeldt, the Influencer Marketing & Social Media Manager at Youty Group. Youty Group, which was founded in 2...
From Pioneer to Powerhouse: How Sellpy Navigates the Modern Consumer
07 Jun 2023
Contributed by Lukas
In this episode we welcome Alma Riihelä, Commercial Lead at Sellpy, one of the earliest second-hand platforms, founded in 2014. With offices in multi...
Influencer Marketing for Different Beauty Segments
31 May 2023
Contributed by Lukas
Based on our experience and insights from working with a wide range of beauty brands, we know that it's essential to understand the nuances of each be...
How to Get Creative With Influencer Marketing - the Cure Media Process
24 May 2023
Contributed by Lukas
As the market for influencer marketing is becoming more and more saturated, the demands on brands have increased significantly. What worked a couple o...
How AI and ChatGPT are Transforming Consumer Behaviour
17 May 2023
Contributed by Lukas
Get ready for an exciting episode as we welcome back Chris Beer, Data Journalist at GWI, a leading audience targeting company for the global marketing...
Report: Exploring the Impact of Preference for Fashion Brands
10 May 2023
Contributed by Lukas
In this week's episode of the podcast, we speak with Carlos Casquilho, Head of Revenue at Cure Media, to discuss the findings of our latest research r...
What’s Hot and What’s Not from a Gen Z
03 May 2023
Contributed by Lukas
Welcome to this exciting episode where we'll be delving into the world of Generation Z, a group that is always on the move and hard to keep up with. T...
The Kardashian Effect: The Secrets to Creating a Big Buzz Around Your Products
26 Apr 2023
Contributed by Lukas
It took four 'no's before Khloé Kardashian said yes to collaborate with the Swedish scale-up Boxbollen. But ever since then, the tide has turned and ...
Kjersti Hobøl: The Superwoman of Norwegian Business on How to Turn Crisis Into Success
19 Apr 2023
Contributed by Lukas
In this week's episode, we have Kjersti Hobøl, CEO at the beloved Norwegian retail chain Nille. Kjersti is referred to as both "rescue woman" and "Su...
Byron Sharp on How Brands Grow: Unlocking Today’s Marketing Strategies
12 Apr 2023
Contributed by Lukas
In our 100th episode, we have professor Byron Sharp in the studio - the world-renowned professor, thought leader and author of the legendary book - Ho...
Influencer Marketing Success: Tips & Tricks From a Long-Time Beauty Pioneer
05 Apr 2023
Contributed by Lukas
A long-time beauty pioneer, Sephora has been at the forefront when it comes to cultivating a strong community in the digital space. In this episode we...
Beyond the Brief: The Power of High-Quality Content in Influencer Collaborations w/ Maya Parnevik
29 Mar 2023
Contributed by Lukas
In this episode, we're joined by the talented influencer Maya Parnevik. Maya has a proven track record of creating high-quality and engaging content, ...
Convincing the Board: Why Influencer Marketing is Crucial
22 Mar 2023
Contributed by Lukas
Are you a CMO that hasn’t fully understood the importance of influencer marketing yet? Do you still believe that TV is the best channel when it come...
What Brands Need to Know About Millennials
15 Mar 2023
Contributed by Lukas
Millennials make up the biggest consumer base in the world, and a lot has changed in the last few years. Did you know for example that more than 62% o...
Succeeding with Influencer Marketing for a Service w/ DHL Express
08 Mar 2023
Contributed by Lukas
In 2022, this market leader in door-to-door courier services with a presence in over 220 countries started working with influencer marketing - we’re...
Marketing to Gen Z: A 2023 Guide
01 Mar 2023
Contributed by Lukas
In this week's episode, we will be delving into the world of Generation Z - the generation that's bringing back low-rise jeans and ballerina shoes. ...
Making a Mark in a Challenging Economy: Learnings from an NGO
22 Feb 2023
Contributed by Lukas
How does the marketing strategy for a non-profit organization differ from that of other companies, and what can marketers learn? In this week’s ep...
Harness the Power of 360° Influencer Marketing
15 Feb 2023
Contributed by Lukas
Fancy multiplying the power of your influencer marketing? You're in luck - because the 360 approach to your influencer marketing is a thing in 2023. C...
Unlocking the Keys to Success in the Beauty Industry with Boots
08 Feb 2023
Contributed by Lukas
For over 170 years, Boots has been a leader in the beauty industry, making it one of the world's most well-known and celebrated heritage brands. In a ...
Preference Marketing: the Missing Piece of the Puzzle
01 Feb 2023
Contributed by Lukas
Are you a brand struggling to stand out in a crowded and competitive marketplace? Don't let your hard-earned brand awareness go to waste - make sure...
Maximising Performance Marketing ROI With Influencer Content
25 Jan 2023
Contributed by Lukas
What if there was a hidden ingredient to performance marketing that could help brands drive higher ROI in their performance channels? Hint: this might...
Preference: The Secret to a Profitable Marketing Mix
18 Jan 2023
Contributed by Lukas
In this week’s episode, we sat down with Kristian Melå, Co-founder and Head of Brand Partnership Advisory at Cure Media to sort out what essential ...
The Link Between Diversity, Inclusion and Profitability
11 Jan 2023
Contributed by Lukas
We live in a world of diversity. Still, it’s surprising how little has changed when it comes to everyday consumer products. Nebe Al-mayahi is the br...
The New Year Special ft. Maja Lindelöf, Sanne Josefson & Emil Holmqvist
14 Dec 2022
Contributed by Lukas
That’s a wrap on season four of Influencer Marketing Talks - and what a season it’s been! With guests joining us from global brands such as Coca-C...
Building Brand Love with NYX Professional Makeup
07 Dec 2022
Contributed by Lukas
Founded in Los Angeles in 1999 and today one of the most popular beauty brands in the world - we’re talking about NYX Professional Makeup! Available...
What Research Says about Consumer Behaviour 2023 ft. GWI
30 Nov 2022
Contributed by Lukas
What does something named “the lipstick effect” have in common with the economic downturn? Actually, a lot. With 2023’s economic situation, bran...
Is Data-Driven Influencer Marketing the Industry’s Biggest Con?
23 Nov 2022
Contributed by Lukas
Google data-driven influencer marketing and you’re going to get over 12,000,000 results all telling you what it’s about, why it’s important, and...
5 Ways to Grow Engagement on TikTok
16 Nov 2022
Contributed by Lukas
Is your brand having a hard time figuring out TikTok? You’re not alone. With its short and snappy videos, this app has grasped the attention of many...
5 Influencer Marketing Trends for 2023
09 Nov 2022
Contributed by Lukas
Influencer marketing remains one of the most powerful marketing tools at your disposal and in 2025, researchers estimate that the channel will reach a...
Coca-Cola on Brand Building Through Influencer Marketing
02 Nov 2022
Contributed by Lukas
How does one of the world’s most iconic consumer brands work with influencer marketing to strengthen its presence and create buzz-worthy activations...
Media 2023: Consumption trends you need to know
26 Oct 2022
Contributed by Lukas
As the number of channels and devices proliferate, it becomes harder and harder for brands to cover every avenue, forcing marketing teams to be more d...
Recession-proof your marketing strategies - what brands need to know
19 Oct 2022
Contributed by Lukas
The marketing budget is often one of the first to be cut when an economic downturn hits. But time and time again, history has proven that the companie...
4 Ways Fashion Marketing Has Changed
12 Oct 2022
Contributed by Lukas
In this week’s episode we’re going to take a deep dive into the fashion industry. But - we’ll be leaving the trend-setting and taste-vetting to ...
Succeeding on TikTok in 2023: Tips & Tricks From the Inside
05 Oct 2022
Contributed by Lukas
If you’re building a marketing strategy for 2023, it’d be hard not to consider using TikTok. As its user base is expanding at a rapid pace among a...