Emily Thornton : Founder of Piper Creative on Building a Business Around Transparency & Education in the Creator Industry.

00:00:00 Welcome Emily Thornton, influencer industry advocate  00:02:12 12 years in marketing at Boots  00:03:54 Colour theory and the psychology of shiny packaging  00:05:43 Why Elle-Sera's packaging is gold  00:07:36 Standout marketing: We Are Regular and brilliant paid ads  00:09:18 The Bear Grylls: The Island story  00:09:51 How brand and creator partnerships work  00:11:28 Finding creators: data tools vs scrolling  00:12:54 Briefs, UGC and letting creators create  00:13:54 What creators ask brands  00:15:30 Agents who never ask about safety or efficacy  00:17:37 Celebrity customers who were never paid  00:19:22 The doctor who wouldn't budge on a brief  00:20:48 Why negotiations knock creators' confidence  00:22:24 Relationships, rates and the bigger opportunity  00:24:05 Working alongside talent agents  00:25:54 How big creator deals get done  00:26:59 Engagement, audience fit and the data that matters  00:29:16 The Clean with Bee campaign  00:31:42 Real people vs celebrities  00:34:50 KPIs and building brand awareness  00:37:26 Starting from zero as a creator  00:40:05 Emily's ambitions after leaving Boots  00:44:38 Celebrities who need better PR advice  00:48:08 Top 3 tips for brands working with creators  00:49:26 Top 3 tips for creators  00:51:56 Should you pay creators who already talk about you?  00:52:51 When competitors buy up your advocates  00:54:56 Why going viral isn't the goal  00:57:12 Vaseline, Liz Earle and resurfacing OG creators  00:58:29 Turning down paid endorsements  00:59:22 First podcast and public speaking nerves Watch the podcast on: ▶︎ YouTube Follow Elle-Sera for more: ▶︎ Facebook ▶︎ Instagram ▶︎ LinkedIn About Elle-Sera: Hormones aren’t JUST anything. They make you who you are and control everything – your energy, mood, weight, confidence, hunger, motivation, outlook, libido the list goes on. The impact of hormone imbalance on our psychology and behaviour has been dismissed – until now.  Let’s stop diminishing the way we feel because of our hormones, by uttering those three little words: “I’m just hormonal”, and start embracing the power you can have over them.  Elle Sera supports thousands of women to reclaim their hormones, including myself. Our golden pill is packed with five potent ingredients, carefully chosen to rebalance hormones in one essential daily dose. Produced by Liverpool Podcast Studios ▶︎ Web ▶︎ Instagram...