Mason recounted a time that Olympic gold medalist Nastia Liukin was planning to be in New York City for a trip. LTK jumped on the opportunity to have her do a 'get ready with me' video for Bloomingdales. Liukin pulled in Venus Williams, who has a fashion line at the department store. LTK was able to use the content for a full-scale campaign, including a TV spot and social content within a matter of weeks. 'Brands like to plan for the whole year,' Mason said. 'But if you're opportunistic in what's going on culturally, then you'll be flexible also.'
'We've tested creators who don't wear glasses, we tested creators who wear glasses,' he said. 'Those who wear glasses understand the pain points.' This statement by Goldman emphasizes the importance of selecting creators who can genuinely connect with the product due to their personal experience, which leads to more authentic promotion.
Mason emphasized the crucial factor when selecting creators should be their connection to the brand rather than their follower size. 'They don't have to be a superstar. They don't have to have millions of followers. They can have tens of thousands of followers if they connect,' he explained. 'Then you can put media behind it. You can scale it.' This advice provides a focus on the quality of engagement rather than just reach.
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