In this episode, we sit down with Isobel Selby, Head of Social and Influencer at the INKEY List, the viral skincare brand that is making luxury accessible.

Isobel gave us her top tips for a high performing creator campaign, including using influencer marketing as a social listening tool, using creators outside digital advertising, and relying on creators as the experts in their field.

Listen to the full episode for more insights into:

Creators As Experts
Isobel explains her approach to influencer activation shoots for the INKEY List, positioning it as a unique opportunity to gather valuable creator feedback. She believes that influencers, with their intimate understanding of their audiences and keen sense of current trends, bring a wealth of knowledge to the table. By treating creators as experts, the INKEY List harnesses their expertise to enhance product development and marketing, ensuring that each launch is more aligned with consumer expectations and demands.‍

The Power of Authenticity
The INKEY List views authenticity as the key to unlocking genuine communities. Isobel discusses her unique approach to creating connections with creators, emphasizing the importance of genuine interactions over transactional relationships. Isobel’s strategy underscores that when creators feel truly connected to the brand, their enthusiasm and authenticity naturally resonate with their audiences, leading to deeper and more impactful connections.

Creator Exclusivity
Isobel discusses the INKEY List’s approach to creator exclusivity, and how they use creators to fine tune their products. Isobel explains that these relationship allow the INKEY List to continuously refine and improve their offerings based on real-world feedback from trusted sources.