Hello Partner

In last week’s newsletter we spoke about reactive marketing, and the times brands can get it wrong. But what about when they get it right? Jennifer Adetoro posted this week about Google’s latest genius move, and it was too good not to share. Food-based content creator Andy (@new4andy) jokingly complained in a video about seeing other creators receive a pink Google Pixel 9 Pro whilst all she received was instant noodle boxes. The video was quick to reach 2M views and Google reacted instantly and cleverly. They sent Andy the Pixel 9 Pro she wanted, and if that wasn’t enough they sent it in customised instant noodles packaging. Andy has since organically made five videos about the phone, which have reached 16M views in total. It was a great lesson for brands about what reactive marketing should and could look like. As Jennifer puts it: “By embracing humour, listening to a creator's audience, and reacting with creativity, brands can transform everyday moments into impactful wins.” What are your thoughts on Google’s move?

🤳 Why is employee-generated content (EGC) so popular? You have likely seen more and more brands employ EGC over the past few months, as the content style becomes an increasing favourite amongst both consumers and brands. From building trust to showcasing authenticity, there's a neverending list as to why EGC is thriving currently. Hello Partner spoke with Emily Taylor to find out why EGC is resonating with audiences, and how brands can effectively utilise EGC. Check it out below!

🤩 Meet the world's Top 30 Affiliate Agencies 🤩 We're very excited to reveal our Top 30 Affiliate Agencies for 2024! 🎉 These exceptional agencies are setting the bar high with innovative strategies and outstanding client service. A huge thank you to everyone who sent in a nomination and congratulations to all the agencies that made the list! Share your congratulations using #HP30AffiliateAgencies. Let’s celebrate their incredible work and dedication! 🚀

🎉 The Influencer Marketing Show USA 2025 is Back and Better Than Ever! We’re thrilled to announce the return of the Influencer Marketing Show USA, now co-located with PI LIVE to tap into the synergy between influencer and performance marketing! For the first time, these two powerhouse events will come together in one iconic location—the Hard Rock Seminole Resort in Florida. This means more sessions, more workshops, and double the networking opportunities! Over the course of three days, you'll gain exclusive insights into the evolving landscape of influencer and affiliate marketing. With cutting-edge content and thought-provoking panels, you'll be inspired and equipped with the tools to elevate your strategies. Tickets will be launching soon, and trust us, you won’t want to miss out. Check out our article below to find out more!

🎄 TikTok's Holidays For You 2024 Report Whilst it may still be August, many have already started the holiday campaign process, and TikTok recently shared their report on how brands can maximise their impact. From partnering with creators to kicking off your campaign at Halloween, there are almost 20 pages of jam-packed advice. So we compiled the most valuable insights to help you level up your holiday campaign this year.

🏖 CJU24, here we come! 🏝️ We're thrilled to be an official media partner with CJ's celebrated Santa Barbara event, CJU24. In less than two weeks, we'll be jetting off to sunny California for a week of amplified insights, networking, and fun. Watch this space – we'll be reporting on the show in real-time and sharing it all here on LinkedIn. Below you can read our checklist of the essential sessions and mixers not to be missed at the show. See you there!

Is reactive marketing always the best move? Those of us who spend our lives online need no explanation for ‘Brat Summer’, perhaps you’re even a bit sick of it, or maybe you’re already having a ‘Demure Fall’. Many brands were quick to jump on the trend, but is joining in on an internet obsession always the right move? As Jayne Robinson points out, brands jumping on such trends can often feel “vague and unfocused”, rather than culturally relevant. And often will only relate to a very specific demographic. A poll from Ipsos shows that 58% of Brits don’t even know what the ‘Brat Summer’ means, and many aren’t sure whether it’s an insult or a compliment! When trends overtake digital culture for a moment, it’s important not to get swept up in the wave, and consider whether participating resonates with your brand message and audience, or just makes it seem like a desperate attempt to appear relevant. What are your thoughts on reactive marketing?

🤔 Micro vs. Macro? 'Micro-influencer' has perhaps become a buzzword within influencer marketing in the past year, but there's good reason. Many have debated whether it's better to work with bigger influencers for more reach or go small to target more engaged audiences. If you're wondering about the impact working with smaller creators can have, check out our latest article that explores the many benefits of working with micro-influencers.

An exciting opportunity to join the team! 😀

Don't overlook this expanded partnership between YouTube and Shopify U.S. merchants are receiving broader access to the YouTube Shopping affiliate programme via Shopify. YouTube is the second most preferred platform for affiliate marketing and it is visited by almost a third of the world's population every month. These new tools open up a lot of opportunities for affiliates and advertisers to tap into this reach. Read more below 👇