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Banana phones, “do-not-drink conker milk” campaigns, and a ban on fruit puns… This week’s episode is with an OG influencer in the Marketing world; innocent drinks.

Our host, Sammy Albon, sat down with Anni Mueller, Digital & Social Media Manager at innocent, to talk about the brand’s unique approach to influencers, social media strategy and content; from staying honest and human, to always inviting conversation and collaboration from its drinkers (consumers, to those outside of Fruit Towers).

Listen out in the episode for:
💥 The role of intrusive thoughts as part of your social media strategy
💥 Strategic approaches to Influencer, from B2C to B2B
💥 How to manipulate stakeholders too (in a really friendly and useful way, promise)
💥 Why “be more human” is the best advice Anni’s ever received - and Chat GPT won’t be coming for her job any time soon)
💥 Bonus: why innocent’s CEO is giving out advice on Domino’s orders

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Is your influencer marketing driving revenue — or just likes? Are you looking to drive clicks, and content creation, straight into sales?

Unilever sent ripples through the industry when it announced in March 2025 that it would be investing half of all its ad spend in Influencer marketing. And, Wild, the natural, refillable bodycare brand, is one of its brands, adopting this influencer-first strategy; producing 5,000 pieces of content every quarter.

In this episode, coming to you live from Cannes Lions Festival, host Sammy Albon talks to Laura Donadio, Global Head of Influencer & Partnerships at Wild, with a deep-dive into a conversion-led influencer strategy that supercharges the marketing funnel.

Listen to this 20-min podcast, for insights into:
💥 Why you shouldn't use "exclusivity" clauses for Influencers
💥 Setting and hitting specific acquisition and revenue targets through influencer campaigns
💥 Leveraging “hidden” content strategies that feel native, not pushy
💥 Using influencers as a “test & learn” lab before product rollouts

Challenging the limits of the creator economy with a smarter, performance-first mindset, if you're a DTC brand, managing paid social, or being challenged on awareness metrics, this episode is packed with tactical insights for marketers.

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The What They Said podcast is coming to you LIVE from Cannes Lions 2025!

Today we're talking TikTok Shop.

With an average of 6,000 live shopping experiences on TikTok Shop every day last year, savvy brands - including luxury ones - are not just launching, but building, co-creating, testing, and selling customer-centric product lines within the platform.

For this Cannes Special, Sammy Albon, unpicks this further, welcoming back disability activist, content creator and blind broadcaster, Lucy Edwards, alongside a new face - Nora Zukauskaiteback, Marketing Director at TikTok Shop UK & Europe - to discuss the exciting launch of Lucy's new Etia beauty brand in February 2026.

Listen out in the episode for:

💥 Lucy’s journey launching her beauty brand and how accessibility has shaped its identity

💥 Nora’s insights on how winning challenger brands are leveraging TikTok Shop to drive discovery and sales

💥 The power of community-driven commerce and Gen Z co-creation

💥 How content creators are influencing not just marketing—but product development

💥 How and why TikTok Shop is transforming the path from discovery to purchase

if you want to learn more about TikTok Shop, head to their podcast https://lnkd.in/ejNrmuXE

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The What They Said podcast is back to talk about everyone’s favourite Influencer buzzword, authenticity.

This week, Sammy Albon sits down with Millie Allen, Head of Marketing at Ocean Bottle – the award-winning reusable water bottle that reduces ocean-bound plastic – to chat about the trials of authenticity from purpose-led brands.

Listen out in the episode for:

💥 Why Youtubers make savvier content for brand partnerships

💥 The measurement equation; changing the narrative on what success looks like in Influencer Marketing

💥 Avoiding the echo chamber of social media, by checking our bias and providing truly customer-first led content

💥 How you can help save the world in just a few clicks (find out more about Ocean Bottle, or buy your own here)

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The What They Said podcast is back with another banger 🎧🔥

This week, Sammy Albon sits down with Alex Payne – Founder of The Influence Room, ex-international rugby presenter, and all-round storytelling pro – to chat about the matchmaking magic behind connecting brands with creators who genuinely love them.

Think: a slick blend of Tinder meets LinkedIn – but make it influencer marketing.

Expect an insight-stuffed convo where we unpack:

💥 Why authentic connections beat scripted spend every time.
📱 How brands can speak to fans and creators in a way that actually lands.
🛍️ The art of moving beyond the media buy – and why that's where brand magic happens.
🎟️ Taking it IRL: from bespoke events to brand-building media moments you can’t scroll past.
💸 Why giving back matters – and how Alex blends commercial partnerships with contra deals and charity wins.

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The "What They Said" podcast is back with another sparkling, insight-packed episode 💅✨

This week, we’re diving headfirst in to hun culture with The Very Group’s Head of Consumer Influencer, Layla Hatia – to hear how the brand shapes an audience-first creator strategy that goes from the high street to high glam.

Expect plenty of juicy insights, including:

• How Very developed an audience-led social strategy to bring to life its new 'Make it Sparkle' platform.
• The 'hun filter' that helps choose creators with the right fashion-forward energy for every moment.
• The power of micro-influencers to make the most of fast-moving TikTok trends.
• How the Layla balances measuring success across engagement, brand, and sales impact.

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The "What They Said" influencer marketing podcast returns for season 2 🎙️🎙️.

To celebrate B Corp Month, we invited Gen B leader, India Rawlin, Head of Brand at fellow B Corp, TrueStart Coffee, to come chat all things people, planet and performance.

India challenges our very own coffee aficionado and pod host Sammy Albon to a taste challenge, whilst discussing how their accreditation as a B Corp reflects and shapes their communications, including:

• The priorities of creator collaboration as a B Corp.
• Measuring environmental impact when every video view contributes for counting emissions.
• Communicating the benefits of becoming a B Corp to customers and suppliers.
• The impact of accreditation inside the business.

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Join us in the latest episode of "What They Said" as we sit down with the incredible Lucy Edwards, journalist, broadcaster, and disability advocate, who shares her inspiring journey and valuable insights on accessibility, content creation, and the power of storytelling.

- Finding Joy Through Content Creation Lucy discusses how losing her eyesight led her to discover the joy of creating videos. She emphasises the importance of making visual content accessible to everyone, highlighting the crucial role of image descriptions in bringing visuals to life.

- Accessibility in Professional Settings Lucy and Sammy dive into the challenges of working with brands and influencers from an accessibility perspective. They stress the need for screen reader-friendly documents and inclusive practices.

- Consult those with lived experiences: We hear how there has to be the inclusion of accessibility features in all aspects of content creation and that the most important part of this process is consulting individuals with lived experiences to ensure practical and impactful accessibility measures.

- Future of Inclusive Content Creation The episode concludes with a discussion on the future of content creation and the ongoing need for accessibility within it.

Tune in now to learn how to make your content more accessible and inclusive! 🎧

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