Sensitive Influencer Stories (and how to share them)

Today we’re speaking with Georgina Whalen of One Medical.

Connect with her:

gwhalen@onemedical.com

https://www.linkedin.com/in/georginawhalen/

Georgina brings over fifteen years of experience in the influencer marketing industry as an agency partner, tech strategist, startup consultant, and media maven, and now drives the influencer program at Amazon-owned One Medical. Having gotten her start as a creator herself, Georgina leads each program with intention and empathy, using her innate abilities to draw out impactful stories that allow brands to connect in a meaningful way. Georgina serves as a guest lecturer at Tisch and NYU, founded and leads The Influencer Marketing Masterclass; a guided cohort for those wishing to plan, execute, and analyze successful influencer campaigns, and has served as an industry advisor for The Clorox Company, Localeur, and Petal. Throughout her tenure, Georgina has worked with clients and strategic partners like Procter & Gamble, Kraft Heinz, Nike, Reebok, Land Rover-Jaguar, LEGO, Hilton, Google, Whole Foods, Lexus, Verizon, HelloFresh, Apartment Therapy, Ford, BEHR, Albertsons, Dyson, and more.

[00:05:34] Working with long-term creators.

[00:08:51] Increased budget and opportunities.

[00:10:49] Experimentation in influencer marketing.

[00:12:31] Challenges in campaign coordination.

[00:15:54] Evaluating successful content.

[00:20:11] Creator Onboarding and Relationship Building.

[00:24:15] Personal and impactful content.

[00:26:11] Shifting strategy and KPIs.

[00:31:26] The power of social sharing.

[00:33:33] Shifting creator landscape and support.

[00:38:36] Starting the Change Process.

[00:43:26] Working with a spouse.

[00:46:23] Niche cookbook for couples.

[00:49:53] A wonderful book coming out.

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