How Dove Turns Cultural Moments into Creator Marketing

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Dana Paolucci, Head of Influence and PR at Dove North America, to unpack how one of beauty's most iconic brands is evolving creator marketing—without losing sight of its mission. Dana reflects on the "everything and nothing changes" reality of the space, from creators becoming full-fledged brands and franchises to the enduring importance of trust, community, and authenticity. Brit and Dana explore how Dove has scaled from a traditional, tightly controlled campaign model to an always-on creator engine—while staying grounded in Dove's commitment to real beauty. Dana shares how the team engaged over 10,000 creators and generated 30,000+ pieces of content, guided by strict standards like Dove's no digital distortion policy and a clear filter: partnering only with creators who contribute to a positive beauty experience online. The conversation also dives into Dove's program structure, including full-funnel product launches, trend-responsive content, and the Dove Love community initiative designed to increase earned creator content through reciprocal relationships, replenishment, and life-moment support. Finally, Dana breaks down the cultural insight and agility behind Hot Seats—Dove's music-fandom-driven platform that turned sweaty concerts and Coachella commentary into brand-relevant moments that drove real lift. The takeaway: listen deeply, release control, and show up with solutions. In this episode, you'll learn: The shift from one-off influencer campaigns to always-on creator strategies at Dove How to balance earned and paid media in creator marketing The power of event-based campaigns in driving authentic creator content Connect with the Guest: Dana's LinkedIn - @danapaolucci   Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Frank Dudley—marketing leader, Northwestern professor, and author of an upcoming Wiley book on Creator Marketing and Commerce Media—to unpack why the industry's shift from influencer marketing to creator marketing is more than semantics. Frank argues that creators aren't a channel; they're the connective tissue across the customer choice journey, orchestrating demand from awareness through conversion in a dynamic, signal-driven system. Brit and Frank explore how this reframing helps brands move beyond siloed campaigns and start designing creator programs around jobs to be done: removing real consumer friction like confusion, skepticism, inertia, and perceived risk. Frank shares concrete examples—Dyson using explainer creators to demystify product claims, Sephora leaning on creators for mid-funnel confidence like shade matching, and Instacart creators driving lower-funnel utility through speed, substitutions, and savings. The conversation also dives into measurement, including why the market is shifting toward incrementality over engagement, and how integrating creators with commerce and paid amplification enables closed-loop learning and attributable impact. Finally, Frank breaks down the unglamorous—but essential—operational infrastructure required to scale: creative supply chains, decisioning layers, and data/legal ops. The takeaway: creator marketing isn't a tactic—it's a full-funnel operating system CMOs can roadmap. In this episode, you'll learn: How creators are now the engine behind modern targeting and demand creation The shift from disconnected creator efforts to coordinated marketing systems How creator programs contribute to measurable revenue outcomes Connect with the Guest: Frank's LinkedIn - @fdudley   Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Gracie Schram, Head of Strategic Initiatives for Creators at Epidemic Sound, live from Dubai during the 1 Billion Followers Summit. Gracie brings a rare, dual perspective to the conversation, shaped by nearly 15 years in the music industry as a recording artist and her current role helping creators and brands harness the power of sound at scale. Together, Brit and Gracie explore how the creator economy has matured into the economy—and why sound is one of the most underutilized tools in modern storytelling. Gracie breaks down the concept of sonic branding, explaining how music shapes emotion, identity, and audience retention across platforms, from YouTube and TikTok to Netflix and global brand campaigns. She also demystifies Epidemic Sound's unique model, where music is fully licensed to travel anywhere without risk, enabling creators to scale without friction. The conversation dives into how creators can think more intentionally about sound design, the difference between viral sound and intentional scoring, and why emotional resonance matters just as much in educational content as cinematic storytelling. Brit and Gracie also discuss the growing overlap between brands and creators, the role of data and AI in music discovery, and why global creator communities—far beyond the U.S.—are shaping what comes next. In this episode, you'll learn: Why sound is a core part of creator branding, not an afterthought How sonic consistency drives emotional retention and recall with the audience What creators often miss about music licensing and long-term scale   Connect with the Guest: Gracie's LinkedIn - @gracieschram   Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Sam Clanon, Director of Product, Create at LinkedIn, live from Dubai during the Billion Follower Summit, to explore how today's platforms can better serve creators, professionals, and businesses alike. Sam reflects on his career shaping content ecosystems at TikTok and Snapchat before stepping into LinkedIn's uniquely complex mandate: designing tools that help people translate content into real economic opportunity—not just attention. At the heart of the conversation is LinkedIn's philosophy of "Create," not "Creator." Sam breaks down the three major forces defining creation on the platform today: people creating content in service of their careers, professional creators building media businesses, and brands behaving as creators in a world where distribution is a prerequisite for growth. Together, Brit and Sam unpack why LinkedIn prioritizes credibility over clout, rewarding perspective, experience, and specificity rather than purely viral engagement. The episode also dives into how LinkedIn thinks about content distribution, the balance between personal and professional expression, and why impressions alone are often the wrong metric. For many creators and founders, Sam argues, success may come down to a single meaningful message—from the right customer, investor, or employer. Brit and Sam discuss the challenges of building for such a wide range of use cases, the importance of avoiding survivorship bias in product decisions, and how better analytics and clearer feedback loops can help creators define what "performance" actually means for them. In this episode, you'll learn: How LinkedIn is evolving to support diverse creators. The shift from virality to credibility in content strategy. Why personalization drives real professional connections on LinkedIn.   Connect with the Guest: Sam's LinkedIn - @samclanon   Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Jenna Habayeb, President of Posh Peanut and four-time CMO (formerly of IPSY and Ruggable), to unpack how community, speed, and product obsession power sustainable brand growth. Jenna shares Posh Peanut's origin story—founded by Fiona on Etsy—and how the brand differentiated itself in kids apparel through buttery-soft viscose bamboo fabric, bold maximalist designs, and a founder-led commitment to listening closely to customers. At the center of the conversation is retention. Jenna explains how Posh Peanut's exceptional repeat purchase rates are fueled by both product quality and a highly engaged VIP Facebook community of nearly 250,000 members. This community plays an active role in shaping the business—providing real-time feedback, influencing product decisions, and getting early access to launches. Brit and Jenna dive into Posh Peanut's fast-paced drop model, from weekly collections to daily drops during key moments like Black Friday and "Poshmas," and how scarcity and newness keep customers coming back. Jenna also reflects on her transition from CMO to President, why brand and performance must work together, and how creators drive a full-funnel flywheel—from ambassador content to paid amplification and organic celebrity momentum. Looking ahead, Jenna shares the key questions brands should be asking as they scale: balancing acquisition and retention, evolving distribution, and defining the right role for AI in the business. In this episode, you'll learn: How community engagement fuels retention and product demand. The importance of hands-on founders in sustaining momentum and trust as brands scale. Why weekly drops and creator moments keep customers coming back. Connect with the Guest: Jenna's LinkedIn - @jennahabayeb   Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

As 2025 comes to a close, Alex Rawitz—CreatorIQ's Director of Research & Insights—hosts the final How to Build Brands and Influence People: Live of the year with a special crossover guest: Brit Starr, CreatorIQ's Chief Marketing Officer and host of the Earned podcast. Together, they unpack the biggest creator marketing shifts of 2025 and lay out what brands should prepare for in 2026. Brit names 2025 the year the creator economy became inevitable—an inflection point where creators moved from "nice to have" to a true business imperative. They dig into the data behind that momentum, including a major budget realignment: creator marketing investment surged, with significant net-new budget coming from traditional and paid advertising. The takeaway is clear—creators didn't just stay relevant; they took a bigger share of center stage. From there, the conversation turns to brand safety—why it became a top priority for enterprise brands and agencies, and how safety and suitability now go beyond binary "safe/not safe" decisions into nuanced, values-based alignment. Alex and Brit also explore the evolving role of AI in creator marketing, where adoption is growing but audiences (and creators) are signaling a renewed preference for human-led authenticity. Finally, they look at the platform landscape heading into 2026—why YouTube may be poised for a breakout year, how LinkedIn is evolving into a true creator platform, and why multi-platform strategy and tighter community-building will define what's next. In this episode, you'll learn: How creator marketing matured in 2025 and what that means for budget and planning decisions in 2026. Why brand safety and suitability are now prerequisites for scaling creator programs. Where AI supports creator programs and where human judgment still matters most. Connect with the Guest Host: Alex's LinkedIn - @alex-rawitz-1a8353b2   Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Leah Walker, Director of Social Media at Adobe, to unpack how one of the world's leading creative companies is scaling its creator strategy. Leah reflects on her decade at Adobe and shares how the brand moved from scattered influencer activations to establishing its first dedicated influencer marketing team—marking a major shift in how Adobe views creators as core to its marketing engine. Leah offers an inside look at programs like CAMP, Adobe's Creator-Led Content Amplification Program, which repurposes creator content across the full funnel to drive both awareness and measurable performance. She explains why long-term partnerships consistently outperform one-offs, and how creators are helping Adobe uncover new use cases and workflows for its tools through authentic storytelling. Brit and Leah also explore Adobe's unique operating model, where the influencer team acts as both a Center of Excellence and a Center of Execution—centralizing best practices, governance, and measurement while directly running high-impact programs. Leah highlights Adobe's commitment to empowering creators at every stage, from beginners using Express and Firefly to established creators shaping culture on platforms like YouTube. In this episode, you'll learn: How Adobe built its first dedicated influencer marketing team and why creator marketing is now essential. Why creator content often outperforms brand-produced ads across the funnel. The surprising ways creators influence Adobe's products, workflows, events, and long-term marketing strategy. Connect with the Guest: Leah's LinkedIn - @leahjwalker   Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Nina Zadeh, co-founder of Sidewalker Daily, to explore the evolving landscape of the creator economy and the transition of creators into savvy entrepreneurs. Nina shares her extensive experience in brand management and offers invaluable insights into how creators can strategically position themselves as essential partners to brands. The discussion highlights the significance of long-term partnerships, the role of data transparency, and the need for fair compensation, as creators increasingly take control of their business relationships. Listeners will gain an understanding of the strategic shifts expected in 2025, where creators are adopting a business-minded approach, utilizing financial tools like P&L statements, and tailoring content to meet the specific demands of platforms such as YouTube and Substack. This episode is packed with strategies for monetization and audience engagement, emphasizing the importance of exclusive, platform-specific content to build deeper connections with followers. Join us as we uncover the future of content creation, brand collaboration, and business innovation, setting the stage for creators to achieve sustainable success in the digital world. In this episode, you'll learn: The business skills creators need to set their value and present it effectively. Where creators are finding growth today across social platforms and audience behaviors. What creators can do to build stronger businesses as they shift toward strategic, ongoing partnerships. Connect with the Guest: Nina's LinkedIn - @nina-zadeh   Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ   Where to find SideWalker:  Website: https://sidewalkerdaily.com Instagram: https://www.instagram.com/sidewalkerdaily/ YouTube: https://www.youtube.com/@SidewalkerDaily Free Trainings: https://sidewalkerdaily.com/trainings/

This week on Earned, we dive into the dynamic evolution of the creator marketing landscape. Recorded onsite at our CreatorIQ Connect LA event, this episode brings you insights from industry leaders like Kate Brady from PepsiCo, Brian Manning from Wayfair, Leah Walker from Adobe, Dana Paolucci from Dove, and Amy Johnson from Wasserman as they discuss the shift from traditional advertising to more genuine, storytelling-driven strategies. Explore how brands are embracing community-driven growth and the transformative power of qualitative metrics over traditional engagement measures. We highlight the emerging trends reshaping the industry, such as the rise of macro and nano influencers, and the growing integration of creators in product development. Additionally, the episode examines the pivotal role of AI in amplifying creator value and the critical importance of precise ROI measurement. As we navigate the challenges of the digital age, we underscore the enduring power of storytelling and personalized content, envisioning a renaissance of authenticity in this ever-evolving landscape. Tune in for a compelling discussion on the future of creator marketing and its limitless potential to forge genuine audience connections. In this episode, you'll learn: How leading brands measure the business impact of creator marketing. How community and storytelling help brands reach new audiences and create more memorable campaigns. What's ahead for creator marketing as AI, new metrics, and creator partnerships change how marketers work.   Connect with the Guests: Leah Walker's LinkedIn - @leahjwalker Amy Johnson's LinkedIn - @amy-johnson-39935b49 Brian Manning's LinkedIn - @brianleomanning Dana Paolucci's LinkedIn - @danapaolucci Kate Brady's LinkedIn - @katebrady1007 Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq   Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

This week on Earned, we dive into the dynamic evolution of the creator marketing landscape. Recorded onsite at our CreatorIQ Connect LA event, this episode brings you insights from industry leaders like Kate Brady from PepsiCo, Brian Manning from Wayfair, Leah Walker from Adobe, Dana Paolucci from Dove, and Amy Johnson from Wasserman as they discuss the shift from traditional advertising to more genuine, storytelling-driven strategies. Explore how brands are embracing community-driven growth and the transformative power of qualitative metrics over traditional engagement measures. We highlight the emerging trends reshaping the industry, such as the rise of macro and nano influencers, and the growing integration of creators in product development. Additionally, the episode examines the pivotal role of AI in amplifying creator value and the critical importance of precise ROI measurement. As we navigate the challenges of the digital age, we underscore the enduring power of storytelling and personalized content, envisioning a renaissance of authenticity in this ever-evolving landscape. Tune in for a compelling discussion on the future of creator marketing and its limitless potential to forge genuine audience connections. In this episode, you'll learn: How leading brands measure the business impact of creator marketing. How community and storytelling help brands reach new audiences and create more memorable campaigns. What's ahead for creator marketing as AI, new metrics, and creator partnerships change how marketers work. Connect with the Guests: Leah Walker's LinkedIn - @leahjwalker Amy Johnson's LinkedIn - @amy-johnson-39935b49 Brian Manning's LinkedIn - @brianleomanning Dana Paolucci's LinkedIn - @danapaolucci Kate Brady's LinkedIn - @katebrady1007 Connect with Brit Starr & CreatorIQ: Brit's LinkedIn - @britmccorquodale CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ