Episode 66: Steph Taylor of Swisse has the courage to flip everything on its head
In this episode, Arielle Thomas interviews Steph Taylor, the head of PR and communications at Swisse Australia and Swisse Beauty. They discuss the evolution of Swisse Beauty's brand strategy, particularly during the challenges posed by COVID-19. Steph shares insights on the importance of authenticity in influencer marketing, the creative campaigns they've launched, and how they navigated social media backlash. The conversation also touches on the significance of building long-term relationships with influencers, measuring ROI in creative campaigns, and the vibrant culture at Swiss. Steph emphasises the need for creativity and innovation in marketing, as well as the balance between humour and seriousness in brand messaging.
What we cover in this episode:
Authenticity in influencer marketing
The Inspired Unemployed collaboration
Handling social media backlash
Measuring ROI in creative campaigns
What makes a great influencer
The importance of creativity and innovation
Listen to the episode