The Influencer Marketing Lab

The Influencer Marketing Lab is a weekly podcast covering the influencer marketing industry. Each episode Scott Guthrie talks with topic experts about the industry - the business, the tech, the key themes and the media coverage. They examine what's making the news; where it's being reported and why; they then offer a blend of thoughtful analysis. They also dig into the big business themes surrounding influencer marketing. Influencer marketing works. The sector has grown x20 in the last five years and is now valued at $10 billion dollars. But growth spurts are often accompanied by growing pains. Influencer marketing is no exception. The industry is plagued by negative media headlines, charges of influencer fraud, a lack of transparency, and a perception that success is difficult to measure. This podcast gives marketers and business owners the lowdown on this fast-growth sector. Scott Guthrie an influencer marketing management consultant, conference speaker, guest university lecturer, top 10 blogger, and media commentator. World-renowned marketer Mark W. Schaefer has called him "the leading voice of influencer marketing". Take a listen and decide for yourself.

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The Influencer Marketing Lab

Gymshark's Calum Watson talks about building a 100-year brand

May 19, 2021 • Scott Guthrie • Episode 29

Episode 29 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Calum Watson Global Partnerships Director at Gymshark the £1 billion sportswear and accessories firm.

In this episode we discuss:

What it means to be a human-to-human brand
How the company pivoted its influencer content strategy when its core customers were suddenly unable to access the gym to workout or to work due to Covid-induced lockdowns
Why the early days at Gymshark were like building the rocket ship whilst trying to fly it at the same time
How Instagram, TikTok and Twitch are all utilised within Gymshark's marketing communications strategy
How Gymshark is aiming to build a hundred-year brand

Check out the Influencer Marketing Lab website for full show notes and related useful links.

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

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