This week on Earned, Brit Starr sits down with Hassan Daoud and Antoine Héry from Beiersdorf—the German multinational firm behind manufacturers like Eucerin, Labello, Nivea, Coppertone, and extra.
Recorded on the bottom in London the day after CreatorIQ Join Europe, Brit, Hassan and Antoine talk about all issues creators like how you can standardize practices throughout areas and optimize returns on funding.
To start out, we dive into how Beiersdorf, the corporate behind iconic manufacturers like La Prairie, Nivea and Eucerin, is investing closely in influencer advertising to unify world efforts and optimize returns on funding. Antoine and Hassan share their distinctive journeys into Beiersdorf, highlighting their numerous backgrounds in fintech, automotive, social media, and sports activities administration. Listeners will achieve insights into the corporate’s institution of a middle of excellence aimed toward standardizing influencer advertising practices throughout areas, with a give attention to Europe, North America, South Africa, and Brazil. The dialogue extends to the broader implications of professionalizing the creator economic system by 2025 and the aggressive panorama of world skincare manufacturers. Because the episode wraps up, listeners are inspired to harness the creator economic system for their very own advertising methods, impressed by Beiersdorf’s formidable journey.
Try highlights from the episode under, or or tune into the podcast on Spotify, Apple Podcasts, or wherever you hear!
The next interview has been frivolously edited for concision.
Beiersdorf on rising a creator advertising program: “The extra we get information proving that influencer advertising is greatest for ROI and creator content material is performing higher than owned content material, it begins to change into tough to inform that story with out everybody it the identical approach.”
Brit Starr: Why are you embarking on this multimillion greenback transformation, on the organizational stage, full firm stage, particularly with the middle of excellence method that you are taking? Why now? Why influencer advertising? Why the shift in focus?
Hassan Daoud: One of many issues we have been saying is that we all know that everybody has been doing influencer and creator advertising for some time in Beiersdorf. Throughout all of the manufacturers, some in numerous capacities, with completely different causes. You’ll at all times see an even bigger shift between Nivea and Eucerin. Nivea is a mass product model everybody is aware of versus Eucerin with a derma background, and likewise with that added med-fluencer layer and suggestions occurring.
So we have been doing it for some time. When you do not have that clear definition and terminology and everyone seems to be on the identical boat in a technique, moving into the identical route, it might get a bit frantic. The larger it turns into and the extra we get information that proves that influencer advertising is greatest for ROI and creator content material is performing higher than owned content material, it begins to change into tough to inform that story with out everybody it the identical approach.
With the corporate seeing increasingly funding, with us seeing increasingly ROI, we determined that we wanted a program that will get every little thing so as. Therefore we have now upskilling enablement instruments similar to CreatorIQ, terminologies, and definitions, like what do you name a macro influencer in Romania versus a macro influencer in South Africa? That needs to be the identical factor while you’re a worldwide firm. There’s been numerous homework on that finish, however I believe we have accomplished numerous progress in a single yr.
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