In this webinar, Emily Gama, content strategist and creator marketing expert, speaks on the shift from polished brand-first advertising to authentic, creator-led storytelling. Hosted by Emanuel Petrescu of How About Some Marketing, this session explores how brands can thrive by partnering with influencers who bring culture, emotion, and trust to every piece of content.
What We Covered in This Webinar
- Why Traditional Ads Are Losing Power: The rise of ad fatigue, algorithmic discovery, and cultural skepticism
- The Role of Creators: How influencers today act as co-authors, not just endorsers
- Brand Behavior on Social: Why it’s no longer enough to just show up—you must participate authentically
- Data-Driven Creativity: How to blend emotional storytelling with performance insights
The Keys to Successful Creator-Led Content Strategy
- Don’t Over-Sanitize Messaging: Controlling the narrative too much kills authenticity
- Avoid One-Off Partnerships: Invest in long-term creator relationships
- Never Forget the Hook: The first 3 seconds of a video are make-or-break
- Prioritize Impact Over Design: Thumb-stopping visuals often outperform polished branding
- Build with UGC: Involve your fans through co-creation, reviews, and remixes
- Make Data Emotional: Turn stats into stories that resonate (think Spotify Wrapped)
- Respect Creator Expertise: Let creators lead creative concepts in their own voice
Bonus Insights
- The difference between awareness and conversions: when and how to use influencer marketing
- Micro-influencers and local reach: why small creators can yield big ROI
- Platforms that help: tools like Meltwater, Sprout Social, and TikTok Creative Center
Explore TikTok Creative Center (free tool)
Subscribe to future webinars and recordings
Show Notes
- 00:00 – Introduction and Welcome
- 00:45 – About the Speaker: Emily Gama’s Background
- 02:14 – What Creator-Led Content Really Means
- 04:01 – Why Traditional Advertising Is Losing Effectiveness
- 06:26 – Creator vs. Influencer Marketing
- 07:58 – The Power of Cultural Participation on Social Media
- 09:45 – Why Performance Metrics Alone Aren’t Enough
- 11:10 – Examples of Brands Winning with Creator-Led Campaigns
- 12:37 – Spotify Wrapped: Turning Data into Stories
- 14:44 – The Role of Creators in Brand Strategy
- 17:29 – How Creator-Led Content Builds Trust
- 20:03 – Why It’s Not About Controlling the Message
- 21:31 – Lo-Fi and Unhinged Content Aesthetics
- 24:12 – Creative Freedom and Brand Guidelines
- 26:18 – What Makes Content “Thumb-Stopping”
- 28:26 – Organic vs. Paid: How Creator Content Fits Into the Funnel
- 30:42 – UGC as a Core Strategy
- 33:02 – Turning Fans into Creators
- 34:41 – Recap of Key Takeaways
- 36:28 – Q&A
- 55:40 – How to Connect with Emily + Upcoming Info
[00:00:00] My name is Emanuel Petrescu, founder of How About Some Marketing. Thank you for being here. How About Some Marketing is a go-to resource for marketing-savvy business owners and professionals. We offer a platform to improve marketing skills, gain insights, and grow while being part of a supportive, efficient, cost-effective community.
[00:00:45] Please visit howaboutsomemarketing.com and subscribe to the newsletter. There, you’ll find past recordings, upcoming events, and more useful content.
[00:01:14] Before we begin, I’d like to thank our partners: Organic Growth (Kevin Carney), Aspirational Marketing (Joachim), Toronto Marketing Hub (Daniel and Pavlo), Level Up Media (Igor Petro), Global Center for FinTech Innovation Canada, and Toronto B2B Marketing Community, which has an event next week. If you’re in Toronto, it’s a great way to connect with other marketers. Feel free to email us for more info.
[00:02:34] Now, I’m pleased to introduce tonight’s guest: Emily Gama. Emily is a Toronto-based social media and content strategist with over seven years of experience. She works for Nestle, driving content strategy for brands like Häagen-Dazs, blending insights and creativity to build content that resonates.
[00:03:49] Emily: Let’s have fun and hopefully learn something new—or refresh what you already know.
[00:04:11] Today’s topic is connecting with your audience through creator marketing—also known as influencer marketing. I’ve been at Nestle for almost three years, working with brands like Häagen-Dazs and Aero. My passion is turning insights into personalized content strategy.
[00:05:21] Social media is noisy and overwhelming. We’ll explore why authenticity drives connection and how to turn insights into content that resonates. I’ll share real campaign examples, insights from brands I admire, and practical tips.
[00:06:09] Think about your own scrolling habits. What makes you stop and share? Was it a hook, something emotional, visually surprising, or a creator you trust? Drop your answers in the chat. Brian said high-impact visuals or headlines. Kevin mentioned topic relevance and interesting perspectives. Another mentioned creators breaking the fourth wall.
[00:08:25] Let’s talk attention. People see 6K–10K ads daily depending on where they live. But 80% of consumers ignore traditional ads. They want to be treated like people. In Canada, over 31 million people use social media, spending an average of 9 hours per day on it. If you’re not creating content *for* social, you’re likely being ignored.
[00:10:34] Social media is essential for brand reputation. It’s a place to build connections and give your audience a voice. Authenticity is key. Today, people trust people—not brands. A creator’s recommendation feels like a friend’s, not a marketing message.
[00:12:07] For example, a holiday campaign we ran with a water brand leveraged creators to launch new flavors. It helped us reach audiences in an authentic way that polished ads couldn’t.
[00:13:26] Before building content, ask: What’s your brand’s purpose? Its tone? Its personality? Some people find it helpful to assign a celebrity persona—like Zendaya—to visualize their brand. Also consider audience empathy, cultural relevance, and consistent voice across platforms.
[00:15:43] Use Google’s Hero-Hub-Help framework. Creators act as cultural translators. 58% of TikTok users trust brands more when they learn about them from creators rather than ads.
[00:16:56] Lo-fi, unpolished content can drive stronger brand consideration. TikTok users watch entertaining ads 1.8x longer than non-entertaining ones.
[00:18:36] Aero, for example, plays the role of a silly, funny friend on social media. We lean into meme culture and relevant moments. Our lo-fi posts perform better than our TV-style ads. One video compared Aero to an airplane—it went viral.
[00:21:41] Videos featuring creators talking about the product perform better than polished brand ads. People relate more to authentic experiences.
[00:22:36] Creator-style posts are lo-fi, casual, include emojis and behind-the-scenes footage. Traditional posts are polished, static, one-way messages. Even brands can adopt creator-style posts themselves.
[00:24:03] As consumers, we’re more likely to respond to something relatable and personal. Think about how you engage with brands you love.
[00:25:14] Brands like Duolingo and Ryanair lean heavily on humor, chaos, and culture. Duolingo recently went viral by involving Dua Lipa in a content moment. Ryanair uses relatable, silly content to connect deeply with its audience.
[00:27:59] Not all brands need to be funny. Nike is a great example of storytelling-driven content. Their “Dream Crazier” campaign with Serena Williams was emotional, purpose-driven, and impactful.
[00:29:52] When co-creating:
* Choose creators who match your brand
* Let them speak in their own voice
* Don’t over-sanitize content
* Build long-term relationships
* Use bold visuals and hooks
[00:33:06] User-Generated Content (UGC) is powerful. Share fan stories and unboxings. Let your audience be part of the brand.
[00:34:09] Track content performance with social listening tools. Audit your top 10 posts to find patterns. Use this to shape future content.
[00:35:24] Make data emotional. Spotify Wrapped is a great example—it turns data into shareable, personal stories.
[00:35:52] Key takeaways:
* Authenticity is your advantage
* Creators bridge brands and culture
* Emotion beats promotion
* Consistency and personality matter
* Data becomes powerful when emotional
* Collaboration builds connection
[00:37:21] Bonus tip: Check out TikTok Creative Center. It offers tools, trends, top ads, AI script ideas, and reports to inspire your strategy.
[00:38:31] Connect with me on LinkedIn. I’m happy to keep the conversation going.
[00:38:51] Emanuel: Subscribe to our newsletter at howaboutsomemarketing.com. You’ll get today’s recording and future updates.
[00:39:17] We’ll now move to Q&A. Brian mentioned the Old Navy Lindsay Lohan campaign. Emily: I saw it—it was bold, connected her to the brand, and very well executed.
[00:41:45] Q: When should brands use creator marketing?
A: It’s best for awareness. Not always for conversions. It’s a long game.
[00:42:40] Q: Is sponsoring athletes or events worth it?
A: Depends. If you’re just placing a logo, it’s passive. Focus on tangible, immersive experiences.
[00:44:24] Q: Are we moving toward lo-fi video culture-wide?
A: It’s popular, especially with Gen Z, but it may evolve. Social trends change rapidly.
[00:45:27] Q: What about older demographics?
A: Older audiences prefer more polished content. Tone and strategy should match the audience.
[00:46:32] Q: Where do you find influencers?
A: Tools like Meltwater help filter by audience, location, and content type. Manual search works too—check hashtags and similar accounts.
[00:50:23] Emanuel: Micro-influencers work well, especially for local businesses. You don’t need a huge following to get great results. Even a $500–$1,000 budget can go far.
[00:51:59] A: A small loyal audience can outperform a big generic one. Build multiple small partnerships to expand reach.
[00:52:48] Q: Is boosting content worthwhile?
A: Yes. Boosted content reaches wider audiences. Combine paid and organic for the best results.
[00:54:39] Final reminders:
* Connect with Emily on LinkedIn
* Subscribe to our newsletter
* Join us again next month on June 26
[00:55:49] I started How About Some Marketing to support fellow professionals—both business owners and marketers—who need guidance and a place to learn from others.
[00:56:07] Thank you again, Emily. See you all next time.
