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Throughout his years in the influencer marketing industry, he’s used earned and owned media to reach customers in unique and authentic ways for Coty marketing. Randall leads influencer marketing for Coty’s professional division, responsible for setting the division’s influencer marketing global strategies across the Coty salon professional brand portfolio, which includes leading salon brands such as Wella Professionals, System Professional, Sebastian, Nioxin, Sasoon Professional and OPI. For Coty marketing, Randall is responsible for partnering with local markets to activate the global strategic influencer marketing vision, laser-focused on building and leveraging influencer engagement to generate earned media coverage, drive visibility, build branding equity, credibility and preference. I spent 17 years of my career at Procter & Gamble and the past three and a half years I’ve been working for Coty marketing as the influencer marketing VP for the corporate professional division, as you stated before.
Influencer Marketing Reimagined, a podcast where we chat with influencer marketing professionals, social media influencers, bloggers, YouTubers, podcasters, you name it, about what has led to their success. What I do now is, as you mentioned, run the influencer marketing program that touches everything from people who are lifestyle influencers on Instagram to recipe developers and content creators who do video and live IGTV pieces. How does influencer marketing fit into Bob’s Red Mill’s marketing strategy holistically today? Because now the way that digital marketing has evolved, we can use influencer work and then pick up a lot of different touch points with digital of hitting them on Facebook or getting them in the Google ads or following up with an email advertisement.
Not only are we thinking of influencers that we can work with, but we’re thinking about how we can blow up these campaigns to our other categories, which include paid media, PR, social media, everything. You really want to understand what your goal is and what you’re working towards to help give you a better sense of what kind of influencers you want to work with. If you’re trying to get better awareness in the space, you’re a brand new brand, then it makes sense for you to just want more eyeballs on your brand and just to be aware of it. But if you’re a well-established brand, then influencers are a great way to shake up your content and make things feel more organic and natural and just a little more refreshed than you posting content that you developed yourself.
Cody Beavers of Sixt on a Brand’s International Expansion using Influencer Marketing Expanding your brand overseas comes with mixed emotions. Being able to come into the brainstorm with Perlu with an open mind and looking at ideas that the influencers had really shown me: new ways to market Sixt as a company, especially to a growing audience of influencers, especially related to travel. Yeah, so since we’re more of a startup-esque type of company here in the States, our budget can be really cost effective at times, so that’s a perfect opportunity for us to really focus on influencer marketing just because the cost and content that comes out of working with an influencer is far greater than what we might do with billboard advertising – a more traditional type of advertising. For Sixt with a brand collaboration like that with BMW for this video, for this campaign, Sixt is able to build more brand awareness and reach in the States just by having BMW in the name.
"I believe that brands should invest in developing their own communities of people who already love their brands, and nurturing those relationships. And that’s easier said than done." Influencer Marketing VP at @cotyinc told us his secrets to success. Full interview link in bio!⠀ .⠀ .⠀ .⠀ #influencermarketingpodcast #brands #collaboration #influencermarketing #perlupodcast #podcast #brandrelationships #influencerpodcast #cotyinc #cotybrands #cotybeauty #opi #proctergamble #wellafashionistas #wellaprofessional ##systemprofessional #nioxin #sasoon