In Ep. 133 of Earned, Conor sits down with Neahle Jones, VP of US Consumer Engagement for L'Oréal’s Consumer Product Division. To start, we dive into L'Oréal’s tried-and-true strategies for crafting authentic and accessible content—including leveraging creative material and influencer collaborations. Neahle discusses how L'Oréal shifted from following the traditional marketing playbook to fostering community and building genuine relationships with superfans. Next, Neahle offers a behind-the-scenes look at managing a global brand like Maybelline and discusses how L'Oréal leverages its extensive resources to maintain its position in the market. Switching gears, Neahle emphasizes the importance of working with creators who are genuinely enthusiastic about your brand to ensure authenticity and alignment throughout the partnership. To close the show, Neahle opens up about the challenge of balancing a thriving career with personal goals.

In this episode, you’ll learn:

1. How L'Oréal fosters authentic connections that resonate with consumers by shifting from traditional marketing to creator marketing
2. Why L'Oréal has shifted from highly produced content to democratized, creator-driven content in order to humanize the brand and leverage the unique strengths of creators
3. Why the company fosters a culture of innovation and emphasizes mentorship for employees' professional growth

Resources:

• L’Oréal - https://careers.loreal.com/en_US/content

Connect with the Guest:

• Neahle’s LinkedIn - https://www.linkedin.com/in/neahlejones/

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley

• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics

• CreatorIQ Instagram - @creatoriq

• CreatorIQ TikTok - @creator.iq

• CreatorIQ Twitter - @CreatorIQ

In Ep. 132 of Earned, Conor sits down with Kim Larson, Global Managing Director & Head of YouTube Creators. To start, we dive into Kim’s career at Jamba Juice and Google, which helped shape her interest in diverse global markets and growing niche communities. We pivot to YouTube, and Kim explains how the platform’s monetization strategies empower creators to earn an income outside of brand deals. We also discuss YouTube’s dedicated support systems for gaming content, and the rise of watching YouTube content on TV. Next, Kim reveals how generative AI is revolutionizing content creation, with tools like thumbnail A-B testing and Project Lantern, before offering a sneak peek into YouTube's innovative features like Dream Screen and Dream Track. We then hear how YouTube’s community and partner managers provide personalized support to creators at every stage of their journey. To close the show, Kim talks about motherhood, and shares the joys and challenges of raising multilingual children.

In this episode you will learn:

• The different support models that YouTube offers to its creators across verticals.
• How YouTube is investing in AI tools for content creation and why the platform is prioritizing longer, high-quality videos.
• The monetization strategies that empower creators to earn money outside of typical brand deals.

Resources:

• YouTube - https://www.youtube.com/

Connect with the Guest:

• Kim’s LinkedIn - https://www.linkedin.com/in/kim-larson-304486/

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley

• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics

• CreatorIQ Instagram - @creatoriq

• CreatorIQ TikTok - @creator.iq

• CreatorIQ Twitter - @CreatorIQ

In Ep. 131 of Earned, Conor sits down with Bridget Dolan, Managing Director of the YouTube Shopping division. To start, we explore how the creator economy has evolved on YouTube and unpack its significant influence on e-commerce. Bridget explains how creators, viewers, and brands are entwined in a symbiotic relationship that's reshaping retail through authentic content and seamless shopping experiences. We then dive into YouTube's innovative shopping features, including an affiliate program that fosters partnerships between over 50,000 creators and leading brands. Next, we discuss distinct consumer behaviors and trends—like Korea's live shopping craze and Brazil's unique market—and Bridget shares how cultural differences impact consumers’ shopping habits. Switching gears, Bridget reflects on her time at Sephora and reveals why she decided to join YouTube. To close the show, Bridget emphasizes the importance of authentic creator partnerships and their impact in building an audience and driving sales.

Tune in to learn how:

1. Trust & Authenticity Drive Success: YouTube's affiliate program connects 50,000+ creators with top brands, fostering genuine relationships that encourage viewers to shop with confidence.
2. Cultural Nuances Shape Shopping: From Korea's live shopping craze to Brazil's unique consumer habits, understanding regional differences is crucial for global e-commerce growth.
3. The Future is Shoppable Content: With strategies like QR codes for TV shopping and data on creators driving sales, YouTube is at the forefront of merging entertainment with online shopping.

Resources:

• YouTube - https://www.youtube.com/

Connect with the Guest:

• Bridget’s LinkedIn - https://www.linkedin.com/in/bridgetdolan/

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley

• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics

• CreatorIQ Instagram - @creatoriq

• CreatorIQ TikTok - @creator.iq

• CreatorIQ Twitter - @CreatorIQ