Sofia Aira

Journalist at Hello Partner covering the biggest stories in influencer and creator marketing.

Check out the latest posts

🙈 Inside the Viral IKEA Punch Campaign with Elissa Wardrop

Plus, hear the journey of a Gen Z Founder in our brand new interview series.

Welcome back to our Monthly Top Line - creator economy edition. Find out career moves from February 2026.

From a 9-minute editing window to a message about found family, Wardrop takes us behind the viral Punch campaign.

Gen Z Founder Dylan Huey has never taken the leap from a 9-5 to a business owner: he’s always been on his own entrepreneurial path.

With the launch of new tiered subscription bundles under YouTube TV, YouTube is edging closer to the very model it once disrupted.

Plus, the ASA has officially banned public social posts promoting weight-loss jabs.