Social media, technology, and consumer trends are changing the way food brands work with influencers. Food Institute CEO Brian Choi speaks with Robyn Carter of Jump Rope Innovation and Brooke Stewart of Power Moms Media about how food companies are leveraging these everyday people with strong social media followings in niche categories to enhance and promote their brands. The conversation covers the growing importance of influencer marketing, how celebrities are being integrated into brands, the differences between inauthentic and authentic marketing, and the emergence of the micro-influencer in the advertising space.
Changing the Way Food Brands Work with Influencers
Hosted By: Brian Choi
More About Robyn Carter
Carter is the founder and CEO of Jump Rope Innovation, a trends and innovation consultancy that brings consumer and category trends together in service of smart innovation. Carter is also co-founder of IT! Factor, a tool that brings social media Influencers together with brands for future-forward research and idea development. Jump Rope serves some of the world’s top CPG companies— including Unilever, Mondelez, and Mars Wrigley—as well as clients in other industries such as nutritional supplements and foodservice.
Carter founded Jump Rope Innovation in 2005, shortly after her son was born, so she is well versed in some of the parent-while-you-work challenges that many are facing today.
Before founding Jump Rope Innovation, Carter’s previous life was spent in advertising, working in both Account Management and New Business, helping to create and implement communications strategies for some truly iconic brands such as Capri Sun, Red Stripe, and Maxwell House. She graduated from Cornell University with a BS in Industrial & Labor Relations.
For more information, please visit: http://www.jumpropeinnovation.com/
More About Brooke Stewart
Brooke Stewart is a marketing and advertising executive with over 20 years of experience working with top consumer package goods, fashion and retail brands.
From snack foods to fashion, from NASCAR to hip hop, Brooke helped find creative ways to make brands shine. Early on, Brooke carved out a niche for herself and the brands she represented by clearly identifying with the targeted consumer. As a teen expert, she created and led a series of teen panels that identified emerging trends and interpreted them into actionable opportunities for her clients. She scouted key event partnerships and managed the relationships with ESPN X Games, NASCAR, and World Championship Wrestling to name a few. These sponsorship programs helped her clients stand out in the competitive teen marketplace.
Next, Brooke left the agency world to tackle the client-side at Lugz Shoes. There she managed all aspects of the urban fashion brand’s marketing efforts. Marketing to a young, fashionable, urban male meant turning on a dime when it came to implementing programs and advertising initiatives. This skill certainly came in handy in Brooke’s next job as wife and mom to two boys.
Seeing the opportunity to bring influential moms together with well-respected brands, Brooke founded Power Moms Media in 2009. Today, Brooke has cultivated a network of influencers that she works with to customize content creation for brands large and small resulting in increased brand awareness and customer loyalty.
For more information, please visit: http://www.powermomsmedia.com/about.html
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