The Influencer Marketing Playbook - with Lily Comba, Founder & CEO of Superbloom

In this episode, Lily Comba from Superbloom discusses performance influencer marketing, drawing from her decade of experience and success with brands like Seed Health, where a $20 million investment in influencers generated over $100 million in return. Lily shares insights on Superbloom's approach to influencer marketing, emphasizing performance-based strategies, securing paid usage rights, and cross-channel collaboration. The conversation covers various topics, including the importance of AOV in determining campaign models, strategies for handling discount code leakage, the benefits of YouTube influencer marketing, and the shift towards hybrid programs that integrate organic and paid influencer efforts. Lily stresses the significance of building relationships with influencers and talent managers, customizing influencer programs to fit each brand's unique needs, and adapting to the evolving creator economy.