0:00 Hello. Hello. We're excited to be here today and chat about trends and predictions. I'm Kate Hahn, our head of growth marketing at Bazaarvoice. 0:11 I have with me Dave Summer, our senior vice president of, customer development. Feel free to drop in the chat. Some of you are already doing it where you're joining from today. 0:21 Dave, I am so jazzed to share our predictions for twenty twenty five, and I was really thinking about how I could show up today as my best. 0:30 I know people have been calling you the social commerce oracle because of your industry experience and it really got me thinking how do I show up, so well. 0:40 So I've actually painted my nails a specific color. It's called Can't Lose Nail Polish. So I'm feeling good about these trends for today. 0:50 Kate, you're thinking way too small. Here's what I've got in mind as I show up as an Oracle and tell you about the future of twenty twenty five trends and predictions. 1:01 Let's go big and let's have a lot of fun from the Oracle Day of Summer. I love it. I love it. I definitely did not think big enough here, so I'll do I'll do better next time. 1:11 I don't wanna let you down. Alright. So we're gonna kick off today and, get started. There's a lot to cover. 1:19 So I'm gonna just start first with, our agenda to give you a sense of what you'll be seeing and what we'll be going through today. 1:30 We have four segments that we'll be talking about. I'll kick off and share the latest trends from our shopper experience index research. Then, we'll have our social guru come back and join us, Dave Summer. 1:41 He'll share insights on how shifting focus for social commerce sets you up to win. We'll hear from our incredible panelists that we have, Yasmin from Mix. 1:51 We have Miao from L'Oreal and Luke from Kimberly Clark joining us to talk about their social strategies for twenty twenty five and we will wrap with a q and a. 2:00 So get your questions going, get ready and we will, get this thing started. So we did a shopper experience index body of research. 2:13 You will actually have a QR code at the end to download the full report but I wanted to share a bit of the methodology of this research. So we surveyed more than eight thousand shoppers across the across the globe from the US, the UK, Canada, France, Germany, Australia, and India. 2:31 And we really wanted to glean insights on shopper journeys, how they were viewing creators and content, and you'll also see some generational, regional, and product category callouts as we move through the research as well. 2:44 we're gonna share insights on four key areas. We looked at how omnichannel experiences are creating positive feedback loops, how creators are reshaping content and shopping journeys, how consumers' trust in fellow shoppers continues to rise, and how tailored experiences are really fueling, purchases and personalized offers are helping motivate shoppers. 3:09 So we'll start with the omnichannel experience and just the power of building a strong omnichannel experience. I think the TikTok ban and watching that in the US has really underscored importance of really agile omnichannel strategies to be able to meet consumers where they are even as those, channels and spaces are shifting and evolving. 3:31 We found that eighty eight percent of shoppers want a seamless shopping experience because they're moving across these different channels. They're online, they're in store, they're on mobile, and they want that experience to be very seamless. 3:44 A vast majority, about four out of five consumers prefer a blend of in store and online shopping experience which isn't surprising if you think about how you shop how we all shop as consumers. 3:57 We were curious about how they move through that journey. Where do they start typically? What drives them in store versus staying online? 4:06 And we found that physical stores are still very key touch points for people even if they don't always purchase there. 4:14 They say sometimes they leave a store and convert online because of better pricing online or easier home delivery and at the category level we saw electronics grocery and apparel were at the top of the list for highest impact for people going in store and really being able to see things. 4:34 Health and beauty is a is a close fourth there. So we wanted to take a look at the companion view. Why do people start online, and move in store? 4:44 Seventy five percent of consumers say they do this as well so people are really fluid and moving kind of in both directions. When they talked about what caused them to move to a showroom twenty five percent wanted to see, try on, touch, feel, smell products, and twenty three percent cited immediate availability. 5:02 So they wanted it that day and they wanted to make sure that We were also curious where does it start. So I know that this it it my behavior shifts based on what I'm buying, what I'm searching for, kind of what stage I'm in. 5:15 But generally speaking, we wanted to see where do people start their shopper journey. Thirty two percent said they start with online search. Twenty nine percent said they start at an online retailer or marketplace followed by fourteen percent in physical stores and you can follow around the circle to see the rest. 5:33 Now I wanna do a quick poll and have you think about your own shopping behavior and where you primarily start your journey. 5:41 As consumers ourselves, we're we're doing this constantly and our own behavior is really evolving. So just think about a majority of the time where do you begin your journey. 5:53 And I think for me, it's really interesting. I have two kiddos. I have an eight year old and a twelve year old, and so it's interesting to see their shopping behaviors. 6:02 Right now, they aren't on social, and so shopping for them, it's not really about retail therapy. It's not about acquiring the item. It's about the experience. They wanna go smell the mall air. 6:12 They really wanna be there and be seen and see others. And so, I'm just curious how that continues to evolve as as they get older and also have social. 6:24 So, this is interesting to see, with our peers kind of where people are falling. So if you think back to the chart and the survey that we did, online search was about thirty two percent. 6:36 We're well above that. So I think you can tell we're on our phones, probably on our computers a lot and really starting a lot of our searches there. 6:45 And retailer websites and marketplaces is is second for us as well. And so that was also the same. The percentages are, just a bit different. 6:54 And then physical stores at zero is fascinating. That's really interesting that that wasn't something that spiked. So I'm very interested to see how this group compares to our survey group. 7:09 Here we go. So the next thing that we wanted to look at is how social media, is a selling power. 7:17 So if you think about our chart that we just looked at, only eight percent of consumers in our survey start on social, but social plays a significant role in the whole shopper journey. 7:28 So we actually saw social and apps spike a little bit more among our audience here today, We're seeing that shift not just at the point, the starting point of discovery but also throughout the customer journey. 7:42 You can see here year on year across awareness, consideration, purchase, and advocacy that that social role is increasing, across the board. 7:53 It's really interesting to think about your company, your brand, how are you feeding and leveraging social channels, social content, and your strategies as this continues to rise. 8:02 We also asked how many times people are buying on social each month. This one was a bit surprising to me. So the key callout for me here is that when you look at the one to two times, three to four times, and five plus times, they're all continuing to increase year on year and that never category continues to decline. 8:20 So this shift is happening and it isn't slowing down. And we looked, as well about age and how that shifts. And really what we found is regardless of age, people who do shop online wanted to make monthly purchases, specifically on social media. 8:36 So it was really something also I wasn't expecting. I was expecting there to be a bit more variation in each year as well. So onto our second trend, we wanted to dig into creators and how they're shaping the shopping journey. 8:51 We asked survey respondents to categorize themselves and spoiler, we'll go to a poll and ask you to categorize yourselves in a second. These are the three categories that we asked about. 9:02 Are you passive and you tend to consume opinions rather than sharing your own? Are you reactive and you're more than happy to share if you're asked? 9:10 Or are you proactive and you're out there sharing opportunities whenever whenever you're able? So, these are the categories. 9:19 We'll be launching a poll so you can kind of give your take of where you stand. I do feel like lurkers feels like a strong word here, for passive consumers, so no worries if you're passive. 9:31 Just wanted to see kind of where our where our team falls. Alright. This, is so interesting. So we went on a live, roadshow at the end of twenty twenty four and saw really significant trends like this as well, that the people in the room, the people who are in the industry and really trying to get consumer content and trying to get people to interact were the most passive. 9:55 I have to admit, I was also on, the passive side when, last year. 10:03 And so let me pull up a quick kind of how how my journey has evolved and why. So when we look at what has happened, we're in the same boat as a lot of people, but we're seeing more people switch year on year from the passive consumer to the reactive creator. 10:20 So we saw a swap from one to two, a So I am a convert. I actually this past year found Jazzercise. I am obsessed. It is a dance exercise experience. 10:30 It's how I know all the current songs. It's, my kids are equal parts amused and horrified when I bust out my moves in public places. I'm I'm obsessed. This is my tribe. 10:40 And, so last year, I changed from a passive consumer to a reactive creator. They asked me for content, and I happily reviewed. So I think the lesson here for us is make the ask. 10:50 People are continuing to kind of get into the content creation space even if they haven't, been there in the past. We also saw that creators win big. 11:01 This chart shows engagement with creator content, and we're defining creators and creator content as content from all those types of creators we discussed. 11:09 The reactive creators like me, the proactive creators, not just incentivized or person or professional creators, really the everyone who creates content. 11:19 And regardless of age, seven out of every ten consumers or more, of our respondents do engage with that content before buying. 11:30 So it continues to be a a really strong piece of your strategy to make sure that you have that content out there. 11:40 When we asked which aspects of creator and influencer content really influenced purchase decisions, the respondents said authentic reviews. 11:48 They want those honest reviews, both both the pros and the cons, detailed product information, and demonstration of the product in use. 11:56 So being able to see things in motion, see things in the wild are very important to folks. These are the same top three as last year. And when we look at the category view, the products consumers buy most after viewing creator content are electronics, apparel, and health and beauty. 12:13 If we go on to our third trend, this is what our business is built on, elevating the voice of the bizarre, the the market, the voice of the consumer, and this is continuing to rise. 12:25 So nearly two thirds of all global shoppers cited that they value user generated content. It continues to rise year on year. 12:34 This chart shows a by country view to the question, do you find user generated content important? And not surprisingly, when we slice this data by generation, it it did show that eighty percent of Gen Z considered it important compared to fifty one percent of baby boomers. 12:52 So we're seeing a shift in the younger generations really leaning into this type of content. We also talked about those retailer websites and being, the first stop for fourteen percent, of people. 13:08 Regardless of whether it's their first stop or a stop along the way in their journey, when they do hit those retailer websites, reviews were found to be the most influential type of user generated content. 13:20 Coming in second for that was the product demonstration videos. We were also curious what mattered most about user generated content. What were people looking for? What did they value? 13:30 Average star rating is a huge one that continues to increase, as well as review recency and review quantity. Those were in the top three spots, last year as well, but we saw a significant jump in that review recency in, the importance that consumers cited. 13:47 And we asked when you're buying a product, what information are you trying to identify from shopper content? They said they were looking for value, whether it was fit for their purpose, delivery intel, comparison, and brand values. 14:02 You can see there have been some slight shifts, in these categories, but they've been fairly consistent year over year. And our last trend is around personalized offers to motivate shoppers. 14:14 So we asked what was the main reason that you purchased on social and the top three, that rose that rose to the top were caught my attention and, like, how it looks. 14:26 So both very aesthetic related and then simply it was easy. So continuing to find ways to push those aesthetic aesthetics to get people and to to kind of cut through the clutter and to get their attention and removing friction continue to be key. 14:41 As you take in this data, it's a bit of an eye chart, think about the age groups that are most important to you and your brand and see where they hang and where they're going for product discovery specifically. 14:53 Facebook, YouTube, and Instagram are the top three overall. We see Facebook notably spike for the thirty five to forty four crowd, which this one actually caught me a bit by surprise because I'm at the top end of that crowd, and I'm an Instagram girl. 15:07 Instagram and TikTok are spiking for the eighteen to twenty four age group, and so we'll have to keep a close eye as platforms evolve and there are shifts, where those folks land. 15:21 And we found personalization matters. So personalized offers drive forty five percent of shoppers to complete an online purchase. 15:30 That increases with the younger generations as you can see here. So it was a lot, and there's a lot of data. 15:38 We have all of this in a report that has a lot more of, the product category splits, the country splits, the generational splits that we just touched on today. 15:48 But I wanted to really boil it down to these three things. Number one, the holy grail is when your customers sell your products and brands for you through their endorsements, through their social content, their ratings. 16:01 So really think about where you could ask for their feedback that you aren't today, to get them to share that content. Having a seamless omnichannel strategy at all touch points is more important than ever before. 16:13 As we all know, the shopper journey is anything but linear, and that means that our teams have to work differently together. Sales, marketing, customer, service all need to be working differently as people are navigating those journeys very fluidly. 16:29 And then, really thinking about supplementing your content supply chain with consumer voices. It's the best way to personalize your marketing and commerce efforts and really allow consumers to see themselves in your product. 16:43 So you can scan here, for a download of the full report. I'd love to connect on LinkedIn and keep the conversation going. And now without further ado, I will pass it over to the man, the myth, the legend, Dave Sommer. 16:59 Alright, Kate. Beautiful job. as Kate said, my section is riding the waves of change. And as she also said, people don't just come through the marketing funnel the way they used to. 17:10 Top of funnel, build awareness, and then they kind of move to consideration and buying. They they bounce around. And I think somebody even in the chat said that, social is even becoming a search. 17:22 So it's a new way of thinking about things. What do I think is the oracle, is the way forward? A lot of you who are practitioners are probably feeling this. 17:32 You need content for all the touch points no matter where you reach them. If you reach them on TikTok or Instagram or Facebook, you need it for retailers and the PDPs, the product detail pages at Walmart and Target and the key players. 17:45 You need it for UGC, user generated content and creators. And social shopping, everything you do needs to be enabled so that people can buy from a social environment, and you need to be able to measure and optimize everything, which is not easy. 18:00 So here we go. Kate mentioned my background, working in social, a little embarrassing, but I've had a front row seat. 18:09 Well, actually in this picture, a second row seat. That's me standing behind Sheryl Sandberg, and diagonal for Mark Zuckerberg. So I worked for Facebook for eleven years and watched the rise of social. 18:19 It was an incredible rocket ship, typical up into the right. I also worked, for Evan Spiegel, the Snapchat guy. So I've seen all different aspects to it, and I have a really good vantage point for where it's going. 18:31 And I was on the the board of Bizarvoice, and that's how I got involved with this new opportunity to really understand how Bizarvoice can evolve with our new product vibe to provide content for everywhere on the full funnel. 18:44 And I have to say, your head in the sand is not a great strategy. There is a massive, massive wave of change coming. So anybody, anybody done? 18:54 Like, anybody like, oh, I only got one or two more years in my career? Put it in the chat. You can just enjoy the show. But I think most of us wanna figure out how to win in this new world. 19:04 We wanna figure out how to drive ROI. We wanna figure out how to build brands. And so that's what I'm gonna talk more about. And in terms of facts and figures, it's massive. 19:13 I mean, just in this past year that just finished, it's already a hundred billion dollar business, social commerce, and you can see it's just gonna continue to grow. 19:21 So how do we stay ahead of it? How do we remain leaders? Well, we've spent a lot of time listening. So we've spoken to some of the biggest brands in the world, and they all see this tidal wave coming. 19:34 And they're all saying, okay. How do we meet this need? How do we get different parts of our organization talking together? Whether it's the customer team that calls on the retailers or the ecommerce team or the brand team, they all need these massive amounts of content. 19:48 So how do we satisfy that need? And that's the that's the wave of change that's coming, and that's why I'm saying is the Oracle, get a surfboard. 19:56 Because three things that that come to mind for me that with the wave is number one, you know, traditional media is is failing. We've been saying that for a long time. It's hard to aggregate a mass audience, and the heavily branded stuff that we used to do doesn't really work as hard. 20:10 People, as Kate highlighted, buy from people they trust, who advocate for their for their products. So number two, everything is moving to omnichannel. 20:19 So traditional media is failing. Everything's moving to omnichannel. And the last is the creator economy is here to stay. It's not going away. I know we had some noise recently about TikTok going away, but long term, creators will find a way to reach people, and brands will do a good job integrating with that. 20:36 Waves of change, massive. And just to illustrate it in a very tactical way, how things can go wrong if you don't think about the full funnel. 20:46 So this is a hypothetical product. Let's say it's a probiotic protein based PowerPop. And you can see they've got an ad running, and let's say it was running on TikTok or Instagram. 20:57 New, new, new, ice pop. But then when that drives to a different part of the funnel, when it drives to the Walmart PDP page, you can see that there was an attacker, a disruptor who was waiting there, Super Pop. 21:09 And Super Pop's got five stars almost and a hundred and nine reviews, and Power Pop's got eleven. And so if you're not careful, and I know that's why you're at this session, you want to think through how your company gets ahead. 21:22 If you're not careful, you can spend a lot of money to reach people and then send them to purchase. And then when they get there, the attacker can steal the business. 21:30 So really something to watch out for. And what are some of the challenges? And I'd love to hear it, like, in the chat if you relate to these things. But I hear from a lot of marketers, not enough for the right kind of content. 21:43 So like they're not having trouble sourcing it, the UGC, the creators, or disconnected teams. So teams that, hey, if they only knew on the retailer sales team that we had this in the media team, boy, that would be great. 21:56 Or if we only had the usage rights tagged for the content, boy, that would be great. And number three, difficult to understand which of your content experiences actually convert. 22:06 So how do you line them up against each other and compare? And then how do you prove ROI? So all things that we're all dealing with, and it's getting harder and harder. 22:16 So what we're thinking about and what we recommend to you marketers who are listening is think about building an integrated supply chain. So how do you source content, whether it's creators or UGC? 22:26 How do you amplify it, all the different places? And how do you optimize and measure it? And we joke around internally, this is our solution to it. 22:35 There may be others. We're not aware of the full integrated solution like what Bazaarvoice is bringing to market, but I want to unveil this for you. 22:43 If you started here at the red circle, so that's why I call it Candyland, and you move through the high level, so blue is kind of source content, green is how do you curate and manage it, purple is how do you amplify it, and red is how do you optimize it. 22:57 You can see over that line all the different things that we recommend doing. So in sourcing, that could be ratings and reviews. 23:05 It could be creator marketing, so finding the right creators who are fit for your brand. It could be sending out samples and having people take pictures with the product or make videos. 23:14 It could be social commerce, which pulls in. And if you don't have this yet, this is something really, really valuable. Pulls in all the places people are already talking about your brand. 23:23 So whether it's Huggies diapers or, NYX professional makeup or L'Oreal Paris, anytime they're doing a hashtag or the at symbol, it gets pulled into our systems. 23:33 And then, of course, you need authenticity and moderation. People are all talking about bots and the risk of it, so it's gotta be real or it's not valuable. And then you have to be able to amplify it. 23:42 So in this case, how do you amplify it to your retail partners? How do you amplify it to all the social media? And then how do you measure it? So, obviously, if you're interested in hearing more about this, that's what Bizarvoice is here for, and we believe the truth will set you three free. 23:58 Here's my basic framework for measuring everything. Audience outcomes, so how many people did you reach, how many in your target, brand outcomes, did you change the way they think about your product? 24:08 Do they think about it as a product that's for them? Do they prefer it? And then sales outcomes, boy, that's the holy grail. So did they actually buy the product either online or in brick and mortar? 24:18 Or did your study, your market mix model study, show that they bought the product? And plug it all into a dashboard and measure all of those metrics and have each piece of content tagged, whether it's UGC or creators, and be able to know which ones are delivering the goods for you. 24:37 So that's the key. That's the future. It's a tall order, but the companies that win will figure this out. And that's why we're hosting webinars like this because we believe so passionately about this future, and we wanna help marketers with it. 24:53 Okay. So if you're sitting there and you know somebody at Bizarro that you already work with, the things that I would recommend and usually this is with the biggest marketers in the world, but think about a a JVP, a joint business plan, and start with just two things that are purely a win for you. 25:08 So one, can we help you look at your content supply chain? So how do you source content? How do you amplify it? How do you optimize it? And two, how do you do social proof benchmarking? 25:20 So think about that probiotic protein based popsicle. Are you doing the same thing with your brands? Are you sending them to Walmart, Target to buy, and then when they get there is an attacker waiting there, a disruptor, and has more reviews and more stars? 25:33 It's all connected. So hopefully, we've given you some things to think about. And now, the part of our show that I'm most excited for, these are real senior level practitioners who live in this world every day and are fighting at the highest level to try to solve these problems. 25:51 So I invite Yaz and Niall and Luke to come to the stage with me. I can't hear you cheering through the chat, but in my mind, the crowd is going wild. 26:00 Here they come. Yes. Beautiful. Wow. Some some woo hoo. So I really appreciate all three of you taking the time. 26:09 I know you are all at the top of your game, top executives in this world, and we're grateful to hear some of your insights. So let's start with a quick thirty seconds kinda round the horn. 26:20 We'll go Luke, then Nail, then Yaz. And if you're up for it, your name, where you're based, what you look after, and if you feel like it, what you love about your job and your vantage point. 26:32 Alright. I think that's me first. Assuming you can hear me alright, Dave. You sound great, Luke. You sound great. Great to hear. So thank you very much. You may appreciate it. I'm Luke Kaigel. 26:42 I, lead, digital marketing and, media for Kimberly Clark in in North America. I'm based either remotely, out of New Jersey or, if I'm not in Chicago where our commercial, headquarters, is. 27:00 And, what what I love about the the the job and the vantage point, which I think is is very similar to everything that's been discussed thus far, is, you know, this is, having been in this industry for a long time, this is maybe maybe maybe the hardest and most complex time to be in the industry, but also the most exciting. 27:21 And all of the the acceleration of advancement in technology and changes in consumer behavior and convergence of functions, and and purchase funnels and the like, actually makes it quite, quite exciting to help shape the future. 27:35 So, that in part is what I like about the fancy point. Well said. I'm glad to hear you think it's complicated too because that's what we're trying to solve. 27:45 Nael, you're up. Hi, everyone. Niall Jones. I making sure I'm not on mute, which I'm not. 27:53 So, I am based in the East Coast headquarters for L'Oreal USA in New York City. My role is mainly focused on, advocacy, influence, and content. 28:05 So all things across that piece and across the funnel, for the consumer products division at L'Oreal here in the US. So that includes all things multi brand activations and establishing slash scaling best practices, across all of our brands. 28:20 If I had to say one, I I love again, it's like it's it's been a very eventful few days here if you focus on advocacy or influence or social. 28:29 But then again, I I I do agree. It's it's, I I thrive off of, like, that challenge and future and, like, how do we solve problems. 28:38 And so, I love working on things that are like, we've never been in this situation. How do we navigate it? Which is every day. Amazing. I love the energy you bring. Yaz. 28:48 Hi. I'm Yaz, And, I am the general manager of NYX professional makeup, and I have the lovely pleasure of also partnering often with Nail. 29:02 And, I'm based in Los Angeles. It's been crazy for a multitude of reasons. But, obviously, very lucky to be here today. 29:16 But, you know, I feel that, you know, and I, you know, and I'm I feel, you know, what I love about my job, is, you know, and Dave always says, I like to say this, is actually bringing the teams together, to create amazing content. 29:32 I mean, for those of you that know Nick's professional makeup, we like to disrupt the industry. If anybody saw our Super Bowl ad, maybe you didn't because the NFL tried to block it, but we tried we made sure it was out there. 29:46 You'll see a few, disruptive things coming out in the next few weeks. That's for sure. But, you know, it really is, connecting the dots across the different, you know, departments, driving sales and, you know, content and connecting, our community and bringing our community, to build content and drive sales is is is really something I I very much enjoy, and building the the right teams to do that. 30:14 Amazing. And thanks for being with us. And I I put in the chat, but we're thinking about all the people of LA. We will rebuild. We love LA. we're gonna show that quick video of us, Yas, talking about Love is Blind, Zero to Brow, and Then we'll use that as a way to kick off talking about campaigns. 30:28 It's about two minutes, but it's a lot of fun the way you can see the visuals in the video. Tell us about Zero to Brow. What did you do and why do you think it was so successful? 30:37 This is one of my favorite campaigns that the team did. We were launching a brand new product called zero to brow. We're one of the top selling brands at Ulta and Target when it comes to brows. 30:45 So it's super important for us to drive awareness and drive sales in this category. And so we sort of look at what's happening in pop culture, and we thought about creating an immersive digital series that was timed with Netflix's new season of Love is Blind, and we knew that everybody was talking about it. 31:04 That's where blind to brows came from. My wife was a big fan of the brow glue, but tell me about the campaign itself. Can you describe kind of what happened in the videos and why it was so much fun? 31:14 If anybody knows anything about the Love is Blind series and, you know, I think a lot of America watches Love Love is Blind. It's about following these single people, right, along a journey about finding love. 31:25 So we created a comedic version of that. We, hired content creators, and they had to find love, but their brows were covered up. And so it was all about finding love without knowing what their brows look like. 31:37 So it was really creating the series around brow education through comedic content and really discussing assorted eyebrow products throughout the journey and engaging our community. 31:48 And I think we all have those trauma stories when it comes to brows. Yeah. I've got my brow trauma story. Very deep psychological damage down there, but we can talk about it over a few beers later. 31:57 Might take a couple of beers, but, yes, let's do it. And, you know, what was pretty also amazing about it was that we were able to bring season one characters as content creators. 32:06 And you were actually able to get the talent from season one? Honestly, it was pretty amazing. And I have to tell you, the team brought Cameron and Lauren, who are, like, a real time couple, to the office. 32:16 And it was impossible to get them to, like, walk into the building without everybody wanting their autograph, including me. But since, I can pull the general manager card once in a while, I did get the autographs. 32:29 Amazing. Well, we at PizarroVis want your autograph. So next time we get together, I'm going for it. K. You can have it. Look forward to hearing more from you at the trends and predictions panel on January twenty second. 32:39 And holy cow, we're at the trends and predict predictions panel. So it's happening. Alright. Yaz, anything you wanna add about, like, words of wisdom to make something like that happen? 32:49 I agree. You guys are doing just crazy cool stuff all the time, But then we'll go around to each of the other panelists. But any words of wisdom? I mean, listen. 32:58 I don't take credit for the work that my team does. I think it would be, hard for me to do that. But, you know, I think first and foremost, it's really important when you're just talking about being and moving at the speed of culture, it really is about listening to number one, the creators and and your team. 33:17 Right? Like, community is at the center of every single thing that we do. So social listening is, like, at the heart of that. 33:27 And when you think about social listening, right, and pop culture, like, Love is Blind was a hot TV show. 33:35 Right? And there's no question about that. And so then it's about bringing your partners, your team together, and and and brainstorming. 33:46 And then bringing the teams together and poking a little bit of fun and having a little bit of comedic relief. So for me, like, the biggest advice I can give to to brands is then have fun. 33:59 Like, don't be afraid to take risks. You know? There's the business side of it, which is the social listening, which is being at the center of that, and then there's the have a little fun and don't be afraid to poke a little fun where it makes sense. 34:18 And that's probably one of the biggest pieces of advice I can give. I would add one third element, and I think, you know, if anybody, Luke or Nail, wanna add to this, it's when you do that though, you need to go all the way in. 34:32 Like, what I see and what I have found, is that people step one toe in, but they don't jump all the way into the pool. 34:41 Right? And and and that's where brands go wrong. And I've I have done that myself. I have done that with my team where I start to get scared. 34:49 Right? So you don't jump in with the right creators. You don't don't jump in with the right content because you get a little bit scared. You don't run jump in with the right script. 35:00 Then by the way, you don't follow through with the right pieces of content, with the right calls to action. By the way, you start to get a little like cost becomes an issue and that's probably a little bit of what we were talking about earlier today, Dave, and what you and Kate were sharing. 35:16 You've got to share that content. If you have a good piece of content, put your money where your mouth is and just put it across all of the platforms. Edit it the way that it needs to be added because it's worth it, in the end. 35:29 I know I sound a little bit like I'm preaching, but it makes a huge difference when when you follow through. So go all in. That would be my last, advice. 35:40 I don't know if if anyone else wants to add, but I think Niall is gonna jump in, but I love what you said, and thank you for being vulnerable. I think good marketing is a little bit scary. 35:49 It it puts you on edge. You're taking some risks. Niall, what do you think? A hundred percent. I I think it's very easy to think about, like, brand is like ivory tower. 35:59 Let's we can't, like, we can't take risks, but, honestly, in the market we have now, it's all about taking risks. I think the the most important takeaway aside from that that is, like, Yaz has already highlighted, is to pay attention to consumer conversation. 36:14 Like, really listen and join in where it's most relevant for you. But if I I would add anything is is make sure you find your superfans, especially in, like, talking about, like, creators and advocacy, and UGC, which I know we'll talk about. 36:29 But your fans are out there. They're already talking about you, and they don't need to have millions of followers. I think that's an, an easy way to jump in and really start thinking about having that conversation with them and being part of the conversation with them and also just recognizing them. 36:45 And we've seen a lot of success in reaching out to micro and nano creators who already have expressed, like, some, you know, real love for whether that's NYX or Maybelline or Thayers and talking about, you know, I already love this product. 37:01 It's a holy grail product for me or whatever it may be. And it goes a long way just to, like, comment on that post and say, we see you. Thank you. 37:09 And then to take it one step further and say, can we send you something? Like, we we just wanna acknowledge acknowledge that for you. 37:18 So I think that's another thing is, like, it doesn't have to be a huge thing. You don't have to spend but taking that time to do that is actually really good and really valuable as well. 37:28 Amazing. Thank you. Thank you both for sharing. And you, Neil, are such an expert. This is all you do all day is this space, and so it's so good to hear your voice on this. 37:37 Alright. Shifting gears for a little bit. Luke, I've known you for a long time. Can you share a little bit about your vantage point, like some of the companies you work for and some of the roles you've had, and kind of how that's helped you think about reach and return on investment? 37:52 Yeah. I appreciate that, and, a long time indeed. So, I I've had the good fortune, in in in the course of my career to to have been given, lots of different types of opportunities. 38:06 And, you'll hear folks in in different forums talk about, you know, be curious and go get experiences. And some of those things are are true and are sort of innate in individuals, and some of them are circumstantial. 38:20 And, I I I have had, again, like, the good fortune and the benefit of of working in some great places and and working for some great leaders. So, you know, the headlines being I I I started my career in the agency side of the world. 38:32 I worked in three of the five, you know, big holding companies, five becoming four, and honestly had great experiences in in all of them, and, you know, can certainly speak about those differences, but had great experiences in in all. 38:47 And then, I I was given an opportunity, to to join. I was actually working, on the Johnson and Johnson business and then was given an opportunity to join the organization, which, which I did, and I was at J and J for six years. 39:01 And while I was there, I I sat in multiple different seats from from a global seat to a regional seat to a market seat, in in various roles, within a digital center of excellence to within media and and communications, leadership, roles. 39:17 And, folks always ask, like, what what what was what do you like better or, what's, you know, what's different agency side or or quote, unquote client side? 39:26 And my answer to that question, is, is is generally, like, if if if I had to go back and make the same choice, would I would I make the same decision, and a hundred percent? 39:36 And and in part because you could work in the agency world, which which I love, by the way. I still like nothing but heart for for the agency world. 39:45 And and as much as you may know your client and have a great relationship with your client and you live and breathe your client's business, you you'll never get as deep an understanding how work gets done, how things how business actually happens, and the pain of that, by the way. 40:04 The the the complexity of of large organizations in particular, but just the depth of learning and what you're exposed to alone, for me, it was sort of like a hockey stick in terms of, what I what I learned, and then that journey continues. 40:18 So I was at Johnson and Johnson, and then, I went to retail. So, like, you know, I had my view of the agency, my view of the industry from the agency world, then the manufacture world, and then the retail world. 40:28 I went to Walgreens for a few years, where I also had the honor of creating what is, still in market as the Walgreens advertising group, the retail media business at Walgreens. 40:37 And while I was there, I was sort of I was buying and I was selling because I was the client, and then I was also, on the sales side. L'Oreal, actually, was, our our one of our early, and and and and best client partners, at, at that time, and and and now I'm a Kimberly Clark for for a year and a half, as I said, leading digital marketing. 40:56 So for me, it's it's it's about, I appreciate and I derive energy from, seeing things from a different lens. 41:06 And so, like, I I just enjoy, as uncomfortable as it is sometimes, I enjoy seeing the the our industry from different seats. 41:14 And, I think doing so actually gives you a different appreciation for what success looks like, and and maybe doesn't tie directly back to measurement, but just how do you evaluate what good looks like? 41:26 Well, you've got a rounded point of view from the different seats that you sat in that that that kinda gives you a perspective that might be different if you only kinda sat in one place. 41:35 I appreciate the question, Dave. Yeah. No. It's it's incredible. This is such a fun group, and there's some messaging behind the scenes. Yeah. As I was saying, she remembers Luke from Walgreens, and she missed him. 41:45 It's all it's all connected. And as many people in the chat probably realize, like, we all start to know each other as we kind of come through this business now too. 41:54 Just, Luke, one more question because it's been interesting. Like, what do you think about teams that have retail media, media, and social reporting to them? 42:02 Like, how is it starting to fit together? Are you seeing that more as a trend? Retail media, well, you tell me, but it started more coming through managed by sales. Right? Yeah. I mean, look, I I here's how I'll answer that question. 42:13 When I was at Walgreens, I I, was asked to to, visit with a few of our clients, who were trying to figure out how to organize. 42:22 For the record, L'Oreal was not one, which is totally fine. But, like, these were these were closed door conversations about folks asking, you know, what what are you seeing in the industry? 42:30 How are people organizing? And and and my answer is the same then as it is now, which is, I I I think it's understood generally that you can't do things the way you did three to five years ago if you expect to be successful. 42:45 It's understood all of the spaces that are converging, again, all the things that have been talked about already. What is what is less understood is how. 42:54 And, and and and I again, I what I used to say to folks was, how many times do you sit in a in a boardroom, and you see, you know, we're gonna put the consumer at the center. 43:06 Our our we're gonna be so consumer centric. The consumers will be at the center, and you got the slide with the picture of the woman shopping in the middle, and then you're gonna surround them with lots of bubbles and and all the ways that you're going to intersect, and, and be relevant. 43:20 And then the meeting ends, and people disperse, and they go back and develop strategies that are specific to their function. And and that's why it's easy to say hard to do, but what I genuinely believe is that, those who actually figure out how to to break down the disparity of function to collaborate. 43:41 Because, again, no one knows the answer. I I just like, no one has the answer. I certainly don't have the answer. So I I I think collaboration is the key. Like like, really, really overt intense collaboration recognizing that you need the depth of perspectives. 43:55 You need people that grew up doing shopper marketing. You need people that understand sales dynamics. You need people that understand digital marketing. You need people that understand media and audience creation. 44:04 Like, you need those perspectives. You need technology and I the list goes on. You need those perspectives to be able to progress. 44:13 But it's the combination of those things together that will help write what the next chapter is, and we're all writing it together as an industry. And I think people who figure it out will find a way to win. 44:24 Where there is territorialness or people hugging things tight, I I I think becomes a barrier to to progress over these next you know, whatever the next phase of our industry is, call it the next eighteen months to years. 44:37 Amazing. And it's all moving so fast. Now you probably see this, and I would imagine what you do. And actually, if you can share some of the vocabulary that L'Oreal uses, they call it, right, ANI? 44:49 Not to be confused with AI, but if you can explain that. And then explain, like, how you collaborate with different departments within L'Oreal to get what you need done. 44:59 Sure. So, yes, it's like it it is. It's like and it happens internally where it's like advocacy and influence of, say, a and I and someone goes, wait a. I'm like, no. No. No. Two two different work streams. 45:09 Also, both of which happen to sit under me, so that's great. But I I think there are, you know, as brands, the the thought process is the market changes very, very fast. 45:22 And when it comes to creator economy, social, etcetera, it changes so frequently and so often that you constantly have to be thinking about, well, how do we work together to get through and and connect? 45:37 And it's, you know, it it's like what we're already in a moment where we know, like, what worked in twenty four in in, like, the advocacy and influence space is not gonna work in twenty five. 45:47 That was very much evidenced by, you know, things that that happened this weekend and and other elements of how the creator economy is evolving now in the light of, will TikTok be here in seventy five days or not? 45:58 We don't we don't know a hundred percent. But I think what we've learned over time is, you know, moving from what was, you know, big campaigns, like, really, we have to go all in, and you spoke earlier around traditional media. 46:13 We can't start with TV commercials the center of what we do and then kind of everything else being off off to the side outside of it. So we're starting to think of campaigns now as ecosystems. 46:24 So how do the how does the advocacy and influence what we call, like, the brand engagement team? How do we work with our econ our commerce content teams, our media strategists, our retail teams, all of those different pieces. 46:40 How are we connecting and really thinking about, you know, creator first, social first, and thinking about how do we work together. 46:50 So if I, as, you know, focused on, brand engagement and content that we're developing for social with creators, how am I also making sure I'm connecting with my retailer teams on what of this content needs to go to, you know, to be syndicated to our retail partners. 47:08 What of this needs to be syndicated to our own site? What of this can we leverage as part of ratings and reviews? What of this then we need to make sure it needs to be adjusted a bit so it can run-in paid media placements? 47:20 So how are we sitting down at the beginning to really think about what is the idea? How does that idea live? But then also constant conversation of, oh, this is great. 47:31 Let me make sure I share it with, you know, my CX team and the retail team to say, hey. We have this great pocket of UGC content. Can you use it? 47:40 Or how are we syndicating that out internally to multiple teams to say, we've got the rights for it. Go do what you need to. So I think it's, like, constant conversation, but it's, like, it's it's constant, like, steering committees or or task forces that are just, like, in constant conversation. 47:56 I've had to go and do not disturb right now because my Teams chat is just pinging, pinging, pinging because it is. It's every day working with other teams to figure out, do we have this? 48:06 Does this make sense? Super helpful. And and that's where we believe I mean, I just wore my Oracle hat and made the prediction, but we think it's going towards needing a hub where you can access all the content and push it out to everybody. 48:20 So it sounds like you think that's where the puck is going to just to mix metaphors, but it's really exciting. Hey. Can I ask you I really enjoyed Luke's, origin story, like he's a superhero? 48:30 Would you do your origin story a little bit and how you got there? And then I'm gonna kick it over to Yaz as long as Yaz your Wi Fi still working. You still look pretty good to me. Okay. Good. So let's hear a little bit how you got where you are in it. 48:40 Because I know there's a lot of people in the chat who are thinking, oh, how do I end up where she is? Absolutely. So, honestly, Luca, I have very similar backgrounds. 48:48 So I I also started in the, in the ad agency world. So doing media planning and communications planning on the agency side and worked again at most of the big agencies across bigger clients. 49:01 So, and my last job before moving internal at L'Oreal, like, ten years ago, was I ran the media business for, our Garnier brand before I came internal at L'Oreal, at the time where we were starting to build out our dig our internal digital, digital group. 49:18 And then at L'Oreal, you always end up in different roles. So I've I've spent a lot of time just in as we've continued to evolve strategy and and working through other things, things in, like, digital transformation, but also, like, future proofing and and new elements. 49:33 But, I've kind of always done, you know, a lot of things around how do we do the best in going to the consumer. So anything that's about how do we interact with consumers, like, roles that I'm really focused on. 49:46 And then being an advocacy and influence is interesting because very long ago, not currently, I actually started and a lot of my friends are influencers because we came up around the same time, and I started in that space. 49:58 And then went, no. I'll focus here. And then going, darn. I really should've kept that. And I was like, thinking about how the creator economy has evolved now, I was like, oh, maybe one day. 50:07 I I don't have time to do it now. But I do think it's it's a, it's a personal thing for me, like, seeing what happens and seeing how the industry goes and, like, figuring out how I can integrate that into the roles I have. 50:19 So it's been great to do here at L'Oreal. Yeah. I think that's something I see in in all four of us is, like, we're all curious. We're all continuous learners. 50:28 And, honestly, if you're in this business and you're not, I think it's impossible. Yaz, your origin story. Me. You know, I have been at L'Oreal for quite a few years, so I don't like to say how long, but I am a L'Oreal toddler, not a L'Oreal baby. 50:47 So I have other experiences before. But, you know, I'm a I'm a marketer at heart. But, you know, I like to say marketing is really about, storytelling and, you know, and I think Luke said it right. 51:03 Like I'm not just a marketer that only thinks about just consumers. I've had marketing experience on the retailer side. 51:12 I've had marketing experience. On the consumer side, I've had international marketing experience. I've had product marketing experience. 51:21 There's just such a breadth of of that experience that it's really shaped who I am, and what I enjoy doing. 51:29 And and I think that that has helped me to connect those dots. And I do, you know, I'm gonna I'm gonna do a shameless plug here because I do think that the point that Luke made is extremely, extremely important. 51:42 The hardest, hardest part of our jobs today, and frankly, for me as a general manager or anybody in a leadership position, is connecting those dots from the beginning to the end. 51:53 If we do it if we have to do it in the middle, it costs more, it wastes time. Like, if we don't do it from the very beginning, it is it is really, really, really hard. 52:05 Right? Those contracts with those influencers, those contracts to, like, reshape, the strategy, like, controlling the chaos, the debates, who started the content, who's the project manager. 52:19 You know, it's very time consuming. So I think if we create the right objectives from the beginning, if we collaborate from the beginning and think about how we want to use that content and that red thread, it's super important because I tell my team all the time. 52:39 Hopefully, everybody's writing this down because I really believe this in my heart. If your first team is your own team, it will never work. 52:48 Your first team has to be your peers. Like, that is my message, to everyone. I say that practically on every panel or everything that I speak on because if your first team is your own team, you're like, it doesn't work because you're just fighting for your own team and your own needs. 53:06 But if your first team is your peer team, then you're all fighting for the same thing. So, you know, go that's how collaboration works, that then then it makes sense. 53:17 So shameless plug, but I think in this sort of thing that we're discussing in this topic, it might make sense for everybody. 53:27 I think it's great advice. We all have cross functional partners no matter what we do. And if we're all about me, me, me, or my team, my team, my team, you're right. The kind of collaboration success we all want just doesn't happen. 53:38 Alright. I'm gonna ask maybe one or two more questions, and then we're gonna throw it to the crowd. So if you're in the crowd, start thinking about what questions you wanna ask. Bring up some good ones. 53:48 Maybe I'll ask a question about personalization at scale or tailored experiences for consumers. And maybe, Nel, you wanna go first on answering this one. 53:56 Like, how do you think about that? It's certainly something people have been talking about for a while, but what is it what does it take to be successful? That is a tough one. 54:05 I think it's it's been twofold. I think initially, in a lot of the conversation, again, we talk about journey, prior role, a lot of conversation on the data part of that. 54:17 So, really, one, how are we collecting data? How are we using the data that we have on our consumers to make sure that we're doing that? And that still is the first step that you have to do. 54:27 Because you can't do a personalized, you know, moment if you don't know your consumer and you're not really giving them what they want. You're only giving them what you think they want. 54:36 It's going to be okay, but it's not really going to work. I think phase two of that so, like, really honing in on, like, the phase one of making sure that you're offering them incentives for that data as well and then giving them a true, like, understanding, even if you're growing the functionality over time, is important. 54:55 I think the second phase of that is really, thinking about then what is the messaging. Because if you do, like, all of the work, and that's one of the the things we've talked a lot about, at L'Oreal, but then also amongst peers, as I say, is if we do so much of the work on getting the data right, but then everyone still gets the same message, it's all for naught. 55:18 Why why are we doing it? So I do think you have to think about how that impacts the content you create, and and thinking about then how are you ensuring that you're building a content ecosystem that can manage that personalization. 55:33 So, if I am targeting a gen x consumer who with, with this product, but also it's universal so I can target a gen z consumer with a with a different type of message, I can't give them both the same type of content, and I can't talk about it in the same way. 55:52 So I need to be creating across, across that spectrum. And that's a harder thing to do. I know we had talked earlier, and we and prior to this, we talked about, like, the extreme volume of content, but, but that is definitely something that needs to happen. 56:05 And as AI becomes not A and I. AI becomes a bigger part of of what we do from a creative standpoint, hopefully, that can truly help with the the building that ecosystem of content out that we need to really be personalized. 56:24 Thank you. Makes total sense. Luke, Yaz, I'm gonna do this the old fashioned way. Either of you wanna raise your hand to talk about that topic, or she did mention the AI word. 56:35 So maybe we should have a word on that if anybody wants to jump in on it. Yeah. I mean, I think the only thing that, maybe I will add is, you know, not the the personalization and marketing at scale are are are critical. 56:54 Right? Like, at the end of the day, in terms of of reach, in terms of driving brand awareness, I mean, I think we're all looking for the same same things as we build our businesses, and build our brands. 57:10 The the the the what what Neel said in terms of of of of content and and creative, though, is extremely, extremely important is that it's it's it's important to be discerning though, as you think about the creative, the copy, the the and and the way, that you you go to market and the platforms. 57:36 And I think that's one element that maybe we haven't touched upon is also the platform. As you're thinking about the brief and as you're thinking about what you're creating, also think about the platform that you're creating for because not all platforms are created equal. 57:54 That's just maybe one piece of maybe element that we just maybe haven't touched upon. 58:03 Again, they're not all created equal. I think that's gonna be super that's super critical as we think about personalization at scale, and as we think about, you know, how we're creating and what we're creating for. 58:15 May I date my one one maybe one quick build on it is, it is hopefully consistent with things I said earlier. You know, the the industry is is so big on buzz terms and and concepts, and we all kind of simultaneously roll our eyes to them and and and then also kinda live in it. 58:35 And, you know, AI obviously is such a big a big topic and, you know, at least end of one, but I I I certainly believe it it it's not a buzz concept. 58:45 It's it's just like it's a thing that's now a reality. And in many organizations, you you you have sort of a lens of technology first, which is super cool. 58:58 But it's like, here's all the amazing uses of a technology, and then you get quickly into kind of a theoretical discussions about a million different use cases of things that you can go after. 59:07 And, I I I, for one, believe again, like, the sooner you can get the advancements and the most sophisticated technologies in the hands of the practitioners and the practitioners understanding what to do with it, the better. 59:20 And so, back to the point about collaboration that I made, I I I do think there is value in understanding how to sort of speak different languages. 59:29 I don't mean literally, although that helps too, but speak different languages of of function and bringing that, to the table, because I do believe those things will help evolve the entirety of the industry and and and make all of marketing just more effective and appreciated. 59:48 And the work that everybody does across their businesses have that much more business impact, so that we don't have to hear folks like, you know, the as the a and a shared before, you know, like, x number of the top companies, are not growing. 1:00:02 Like, these are not these are, you know, these are not things that, as marketers, we strive for. So, I think I think the more we do that, the more you're gonna see growth coming out of our industry in totality. 1:00:14 Excellent. I love the focus, on collaboration, and I think it's something we've all felt, but you guys are doing a great job articulating it. And I will say, our CEO talks about Vibe, which was partly his vision that we launched. 1:00:29 And sometimes, you know, we say, well, there's different components of it that partners are ready for, whether it's sourcing creators or doing the rights or scheduling posts. 1:00:38 And he's like, don't forget the beauty is actually the collaboration. Like, that's where the magic happens. So even if, like, they use other providers, this overlay that lets everybody connect is is the vision of the product. 1:00:50 So we're we're super excited about it. Alright. I'm gonna go into some of the questions that I see, and I'll just read people's first names. Heather asked, what advice would you give to a business with a very small social media team? 1:01:04 So how do you do it if you're small but mighty? Who wants to take that one raising their hand? Okay. Yes. I know it's hard to believe, but Nick's in the scheme of things, and they all can vouch for that. 1:01:16 What is small and mighty, but was even much smaller and mightier. I think it was part of the thought. 1:01:24 We have been very small and mighty. The reality is do not try to do everything. Do not try to do everything. 1:01:33 That is my first piece of advice. You cannot jump on every single trend and every single platform and every single bandwagon. 1:01:41 Be super laser focused. I think the first and and first and foremost, I would say, find the platforms that matter to your audience, like really identify the platforms where your audience is, where your audience matters. 1:01:55 Really understand the audience that you want to recruit that really resonates with your, you know, particular, product that you're trying to sell or trying to work with. 1:02:12 Then do that social listening and then identify those creators, those partners. I think they all had made that point to start to find those micro influencers and bring them into the fold. 1:02:25 You don't have to start large relationships. It's not about the big partners and, you know, those are not the big pay to play, is not the big relationships are not the place to start. 1:02:39 And then I would just say, like, really, do not start with every single trend and every single, you know, do those small small things matter. 1:02:50 And that and then start small and then you'll start to see those things make a huge difference. And I don't know if Neil has a few things to add, but for me, it's just really stay focused and really start from a micro point of view, and scale the things that work, and then test and learn. 1:03:09 I mean, the mentality of test and learn is extremely valuable for a brand that's up and coming. Now before you jump in, and maybe you can answer this other one too, this top question. 1:03:21 In a saturated beauty market, how do you leverage creators for brand awareness? So it's kind of related. How are you nimble? How do you do it small? And how do you do it in a saturated market? 1:03:30 Oh, boy. I I think to to echo, Yas Yas's point is focus is you have to focus. 1:03:38 And it is like, the beauty market is incredibly saturated with big and small brands. So I know it it's very hard to stand out. I think there's a few things that I would do. 1:03:49 So to kind of extend off of the last point of having small team, and and, yes, that's right. Like, the teams at L'Oreal are very like, in comparison to, like, even, like, smaller, like, indie brands, like, our advocacy, our brand engagement teams are small. 1:04:02 So it a lot of it is is relying on and I know some, smaller brands do this too is, like, finding a creator that you resonate with who can kind of be, like, an external person to help you with content. 1:04:14 So that's one. So and I know that some of our brands do that as well, especially in thinking about we need to if we need to create specific content for, like, a Walmart or a Target, we'll work with, like, a creator who knows there's a Walmart creator. 1:04:27 And we'll, like, we'll we'll brief them and we'll work with them. And and and they don't again, they don't have to be millions of followers. Nine times out of ten, they can be small, but they're consistent and they have a strong community. 1:04:39 So how do we work with them and then get rights to that content? And I think in addition, that kind of leads to my question on to my answer to the second question of, like, standing out is don't only focus on beauty creators. 1:04:53 Think beyond. Because it's like especially when it comes to beauty, beauty is universal, and so many different people use, use beauty products, different types of beauty products. 1:05:02 So think about where you can enter into a space that maybe is not tapped or that you or that is resonates with your brand. 1:05:11 So that's where we have like, Nyx does a lot with gamers, and and athletes. You have Maybelline who does a lot with also, like, beauty crazed, but also musicians. 1:05:21 Ol'Oreal Paris who focuses on on entrepreneurs. Thayers as a skin care brand also talks about, like, X Games and, like, extreme sports. So how are you finding other communities that you can resonate with that kinda breaks you out of that singular, focus on just beauty creators? 1:05:38 Find your fans that are beauty creators and then, and then think outside of the bubble as well. Stuff is gold. Thank you so much. 1:05:47 Great advice from both of you. Luke, for the next question, what kind of marketing innovations and trends are most exciting to you? 1:05:55 And that comes from Hunter. Alright. Love it. My my answer is this conversation, and and and I mean that. 1:06:03 Because the the the convergence of all the spaces, again, it simultaneously creates complexity, but also, creates things that that that are exciting. 1:06:14 And, what we talk about what I certainly talk about a lot is, we're gonna make it real. So so you take the concepts, you take the things that you're seeing around the industry, and and you make it a reality in your day to day operations all the way through to how something ends up in front of a in front of a consumer and, you know, said differently and to bring it more focused into what we're talking about here. 1:06:42 The mission is to is to transform, from, like, an industry where how CPG does social, for example. And and and I I think it was said earlier, but, the the model of you spend six months creating a beautiful piece of creative that is a hero video that is anthemic, and then you cut it down to its component parts, and then you put that out into the world. 1:07:06 And what is exciting, is is essentially the future is inverting that, and, having more content that is specific to the platform that it is being consumed and then leveraging insights from what you learn from those interactions to help inform what your call it bigger endemic things need to be. 1:07:28 And it's it's it's literally flipping, what has been an eighty year, plus, model for how brands build and how brands go to market, on its ear, and I find that to be, incredibly exciting. 1:07:45 Amazing. Yeah. I mean, just hearing all of your passion about this business and innovation, all the change we're going through, it just reminds me how much fun this business is and and why I love it so much. 1:07:55 So, hopefully, everybody who's tuned in is getting that same kinda chills and that same kinda good vibes. We all work really hard. I know just trying to schedule with the three of you to prep for this and to get it on your calendar was near impossible. 1:08:07 The CEOs are throwing meetings on your calendar, and you got a town hall in five minutes, you know. So thank you so much for being here with us. We're gonna close-up in just about a second. 1:08:18 I will, pull up one slide, but let me just do a quick recap of some of the things that we chatted about. We talked about shopper behavior and how it's continuing to evolve, the wave of social, and how, it's really changing how people how brands need to show up, where they need to show up, how teams need to collaborate. 1:08:36 So we talked about overt, intense collaboration, which I feel deeply, And it's very hard to do, but it's such a great call out. And if your first team is your own team, it will never work. 1:08:49 There were just so many good tidbits in this, so many great sound bites. And I wouldn't be a marketer if I didn't share, what your next opportunity is to come together with us. 1:09:01 We will be hosting a virtual summit, in March. There's a very easy click to register button at the top of, the, goal cast right now. 1:09:12 We'd love to have you there. It's sure to be a great event as well, but thank you so much to our panelists. It was so incredible. Dave, you really are a guru. 1:09:20 I learned a lot today and took a lot of notes. So thank you all for joining us. You got the nails. You got the hat. Thanks, everybody. 1:09:29 It's great to be part of this community together, and we're really excited to to build together, to really to continue to build our business and and have fun. Bye, Kate. 1:09:37 Thank you. Thank you.
