Billion Dollar Boy

Was this year's #CannesLions truly the onset of the Creator Era in advertising? Our CMO Becky Owen spoke to Marketing Brew, detailing the gap that remains between marketers and creators: “The trending conversation among creators was around wanting more empathy in brand partnerships and wanting to be viewed and treated as true creative partners instead of commodities. On the other hand, the trending conversation among brands was around innovative ways of working with creators.” Read the full story below, and let us know your thoughts about the creator presence at the festival this year. #CannesLionsCreators #creatoreconomy #agencylife

Are influencers shaping the UK’s “first TikTok election”? Ahead of the UK General Election tomorrow, we surveyed 4,000 consumers and 500 content creators to find out... 🔎 The research shows political organisations approaching 1 in 4 creators ahead of the election. The findings come as the research also reveals an openness to political creator content among voters and evidence of its effectiveness in encouraging voter participation - especially among younger voters. 🗳️ 1 in 3 UK voters would be more likely to participate in an election as a result of ‘organic’ political creator content. 🙋 76% of Gen Z voters welcome creators posting about political content Our Europe CEO, Thomas Walters, says: “Political organisations are adapting their comms strategies around elections to reflect changing consumer behaviours amid a rise in the consumption of news and educational content on social media and the decline of traditional media. “Creators are a driving force behind this content diversification, offering political and cause based organisations, as well as brands, an opportunity to reach highly engaged and loyal audiences, driving online conversation and culture especially amongst younger demographics who are traditionally more difficult to engage in politics. “It’s no wonder we’re seeing a growth in political creator content!” #creatoreconomy #generalelection #influencermarketing

Billion Dollar Boy goes West Coast. 🌴🕶️ Last week, we launched our club for creator entrepreneurs, FiveTwoNine in Los Angeles with an intimate brand and creator breakfast at Gjelina, followed by a session and panel on Generative AI at VidCon with our CMO Becky Owen hosting a keynote on how the creator economy and marketers are applying #GenAI into social content. #creatoreoconomy #creatormarketing #influencermarketing

One in four UK creators have been approached to do political content ahead of the general election, but audience reactions are mixed. Creative Pool covers our research spanning 4,000 consumers and 500 creators. Key findings: - More than two in five UK voters (43%) welcome creators posting political content - Favourability towards creators posting political content during an election year rises among younger voters - up to 76% of 16-24 year olds - Despite encouraging one in four UK voters (25%) to participate in an election, sponsored political creator content is actually less likely (28%) to encourage them to vote. Here's what our Europe CEO and Co-Founder Thomas Walters had to say on the topic: "While platforms were once purely entertainment hubs, they've evolved into spaces where news and educational content thrive. Creators are central to this shift, offering political and cause-based organisations an opportunity to reach engaged and loyal audiences." Link in comments to the full article.

“We had this philosophy – just because we can doesn’t mean we should. We stayed quiet for six months…the role was actually to understand Generative AI before we came to market.” Becky Owen, CMO at Billion Dollar Boy on the genesis of our innovation unit Muse. Net Influencer does a deep dive into Muse, along with the unit's work with brands like Versace and Xiaomi Technology, virtual influencers, and more. Read the full story: https://lnkd.in/eSWZSJdX #innovation #creatoreconomy #GenAI

Could TikTok’s bet on social on commerce insulate it against the threat of a US ban? Here's what our Europe CEO and Co-Founder Thomas Walters told The Drum: “If more brands, creators and businesses start to benefit more from the platform, TikTok could rally more support for their fight against the ban, which could be a potential strategy." Catch the deep dive into leveraging social commerce as a strategy against a #TikTokBan, link in comments.

At Billion Dollar Boy, we undertook a small research project for Pride Month. “A Journey of Queer Inclusion in Advertising: 50 Years of Breaking Barriers” explores how LGBTQ+ representation in marketing and advertising has evolved since the pivotal summer of 1969 and the Stonewall Inn riots. Despite progress, LGBTQ+ representation in ads remains limited, with just 3% of TV ads featuring LGBTQ+ individuals and even lower representation for trans people at 0.3%. Public perception overestimates this figure at 22%. What’s more, when included, the community is often depicted negatively or tokenistically. This display only scratches the surface of the last few decades of advertising featuring the LGBTQ+ community. Genuine support means moving beyond tokenism to reflect the diverse realities and broad spectrum of the LGBTQ+ community. A big shout-out to James Silverstone for championing this brilliant initiative and to our Proud Network for their support. Check out the display proudly hung in our London office below. #PrideMonth #LGBTQ #Inclusion #Advertising

Creators are subverting traditional entertainment, becoming an inherently diverse force of nature in advertising, but how did they show up at #CannesLions? Here's what we saw, did, heard and gasped at in the South of France, as told through quotes by industry experts and of course, creators themselves. #CannesLionsCreators #creatoreconomy

How to measure the ROI of influencer marketing? If you ask a full room of brands and agencies, each will have a different answer. Our Senior Manager of Strategy, Christopher Douglas joined the stage at Perfecting Your Influencer IQ by Marketing Brew in New York, explaining how we approach measurement at Billion Dollar Boy: - Educating brands on what to track and measure based on their overall campaign objectives. - Deploying a flexible measurement stack to fit each client's needs from simple to complex. - Bringing on measurement partners to provide a more rounded, three-dimensional view into content performance, revealing what drives scalable and repeatable outcomes. Duolingo KEEN #influencermarketing #creatoreconomy

Our BDB Europe Hive Insights day was a hit. 🐝 We invited 16 incredible candidates to our new London office to take part in our BDB Hive Insights Day. Our team gave an overview of the different agency teams, showcasing the exciting projects our interns could get the chance to work on. The candidates then tackled group tasks to present to the room. Capping off the day, each candidate had one-on-one interviews with BDB team members, offering a sneak peek into their potential future roles. A big thank you to Ed Bernardino & Fi Marlow for organising the day and to the BDB team for helping throughout! We can’t wait to welcome our interns next month. #Internship #CreatorEconomy #InfluencerAgency