However, a partnership of this nature can be tough to access due to corporate bureaucracy. Vargas shared advice on how to find ways to work around the formalities after working with Johnson.
“[For creators] to say, ‘let’s do a trial … that maybe has three parts.’ And we’re going to learn and iterate as we go … For the creators in the room, that is a powerful way in that a brand can say, ‘okay, I can find where to put that in the budgets that I have to manage.’”
Finally, trust the partnership
For creators like Robyn Delmonte, known as GirlBossTown who already uses her platform to encourage brands to look at creators as creatives, the program paved the way to a bigger partnership with Rare Beauty and CMO Katie Welch.
“Katie and I have been following each other since I started and always knew we wanted to do something together … This is the perfect example of how brands meeting creators face to face and approaching brand partnership from a different perspective can shift the industry,” shared the Adweek 2022 Business Insights Creator of the Year.
Delmonte explains the key to a strong partnership goes beyond product placement. “Figuring out each side’s strengths and weaknesses and how to properly communicate with their audience is key. Consumers are so trained to scroll past ads, so you need to remember that the ad doesn’t make them stop; it’s their relationship with the creator in the ad and the trust that comes with that.”
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