It's Influencer Insider time once again. If you're like me, you're reading this on a high (and with a hangover) from the Performance Marketing Awards last night. We hope you all had a brilliant time!
What was your campaign's spirit animal? Check out these hilarious red carpet interviews with our attendees last night.
This week, we have another jam-packed newsletter. Learn first-hand how Jess Hunt went from content creator to founder of REFY Beauty.
Furthermore, deep dive into the iconic Michael CeraVe campaign, hear Hashtag Ad's thoughts on Meta's beauty targeting ads claims, and learn all about influencer marketing in Japan in another creator compass.
In today's newsletter:
- Pick of the day: From Instagram to Industry Leader: Jess Hunt's Journey to Co-Founding REFY Beauty
- Trending: “We Risk Turning Our Power Into A Liability” Rupa Shah Discusses Meta Teen Beauty Ads Claims
- Campaign of the week: Boots Summer Club
Hosted by Hello Partner, PI LIVE Europe is the go-to event for anyone serious about performance marketing.
It’s where ambitious brands, publishers, and next-gen tech come together to talk affiliate, influencer, and partnership marketing – and actually make stuff happen.
📝 Pick of the day
From Instagram to Industry Leader: Jess Hunt's Journey to Co-Founding REFY Beauty
Jess Hunt’s transformation from content creator to co-founder of REFY Beauty is a story of vision, authenticity, and a mission to simplify beauty.
Today, REFY is one of the most influential luxury beauty brands in the UK, known not only for its standout products but also for its community-first ethos. But the story began with nothing more than a passion for creating and sharing content.
↗ Trending
What's hot on Hello Partner right now
‘Start Building Communities Years In Advance’: How Top Beauty Brands Make Global And Local Impact
Speaking about the challenges of scaling brand identity across regions, beauty experts unpacked strategies for staying culturally connected.
How CeraVe Turned a Reddit Joke Into a Creator-Driven Super Bowl Takeover
A look under the bonnet of the monolithic Michael CeraVe campaign with two of the minds behind it.
“We Risk Turning Our Power Into A Liability” Rupa Shah Discusses Meta Teen Beauty Ads Claims
Rupa Shah discusses the claims that Meta used targeted ad data to show beauty ads to teenage girls who had deleted selfies.
Empathy, Indirectness, and Group Validation: Cultural Challenges Influencer Marketers Face in Japan
To understand the market, brands need to grasp the cultural values, legal regulations, and social dynamics that shape influencer campaigns in Japan.
✨ Campaign of the week: Boots Summer Club
Influencers are having a dreamy time in the south of France right now at the Boots Summer Club - a perfect example of seasonal marketing.
Influencers enjoyed a tennis club, a Boots pantry, a pool party and a delicious summer lunch. It was literally a Pinterest board come to life!
👀 Algowatch: Threads
Adam Mosseri recently shared on Threads that, in general, video content tends to perform less effectively on the platform compared to other types of posts. He explained that this is because the algorithm behind Threads is designed to prioritise posts that generate meaningful perspectives and conversations, rather than focusing on entertainment value.
As a result, videos, which are often seen as more entertainment-driven, don’t rank as highly in terms of engagement and visibility on the platform.
Want to know more? Get yourself on the waitlist for 10% off tickets here.
💭 Thursday thoughts
This week, my Thursday thought is well and truly deserved by my amazing Hello Partner colleagues who brought the PMAs to life last night.
Don't forget to recognise the MVPs in your team who make your company great!
👩💻 Jobs Board
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