Marianna Hewitt on Why Being an Influencer Was the Greatest Preparation for Launching Summer Fridays

In Episode 26 of Earned, we chat with Marianna Hewitt, powerhouse influencer, podcaster, and co-founder of sustainable, fast-growing, and oh-so-Instagrammable skincare line Summer Fridays. (Timestamps Below)
We explore how being an influencer equipped Marianna to be a brand founder, and conversely, how being a brand founder has made her a more effective influencer. But first, we learn why Marianna, who now boasts over one million followers on Instagram, started her blog in 2014, and how she built her passionate fanbase before working as an influencer was an established career path. Marianna shares how the influencer landscape has since evolved, and we dive into Summer Fridays, which Marianna launched with fellow content creator Lauren Ireland in 2018. We hear how the pair’s lessons as influencers (and inadvertent consumer research) informed the brand’s development-including why Summer Fridays debuted with a single product, the hero Jet Lag Mask-and discuss the brand’s hypergrowth and continued success. Finally, we talk about Summer Fridays’ influencer marketing strategy, as Marianna emphasizes the importance of brand alignment and giving influencer partners creative freedom over their content.
Timestamps
0:00 Intro
5:28 The Early Days of Marianna's Influencer Career
9:58 The Evolution of the Influencer Landscape
19:19 Why Marianna Thought "Instagram-First" When Creating Summer Fridays
23:53 Why Summer Fridays Launched With One Product
29:45 Marianna's Relationship With Co-Founder Lauren Ireland
34:54 Summer Fridays' Rapid Growth
39:39 Summer Fridays' Influencer Marketing Strategy
44:45 Marianna's Advice for Working With Influencers
47:19 Fun End of Show Questions
Listen to the full episode on:
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Or, read the interview highlights on our blog: www.tribedynamics.com/blog/ea...
If you're new to our Earned series, be sure to catch up on Episodes 1-25 here: • Earned: Unlocking the ...
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To learn more about how Tribe Dynamics' influencer marketing analytics platform can help you understand your influencer community and evaluate your influencer marketing program, visit our website: hubs.la/H0DK5-10
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[@FPLArabi]

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