Influencer Marketing Talks

With nearly half a million followers on TikTok, Frida Jernspets has grown her platform slowly and steadily over years – no viral “big break”, just consistent, real connection. In this episode, she shares why that’s been key to her longevity, why she turned down a major fast-fashion deal the very next day after deciding to stop those partnerships, and the simple rule that guides everything she posts: nothing that would give her a bad night’s sleep. And this episode isn’t just for creators - it’s a must-listen for brands too. Frida gives her view on what actually works in creator marketing today, including why many campaigns fall flat, why creative freedom is essential, and how brands can unlock more value by letting creators shape the story. We also get into: Purpose-driven influence – beyond empty statements and surface-level messaging Value-led decisions as a creator (even when it means saying no to big money) What brands need to rethink if they want partnerships that resonate 

Cloetta may be Northern Europe’s leading confectionery company, but behind the colorful shelves and iconic classics lies one of the most complex challenges in FMCG: building brands for anyone, anytime, anywhere. In this episode, we sit down with Thomas Biesterfeldt, Global CMO at Cloetta, to explore what it really means to market a category with almost 100% penetration, where reach, emotion, and real-life occasions all collide. Tune in to learn: How Cloetta thinks about reach, working media and Marketing NET in a world where attention is fragmenting The role of creators in connecting products to moments, from everyday treats to seasonal and cultural occasions The thinking behind Powered by Joy and the surprising insights from Cloetta’s Joy Report An inside look at how one of Europe’s most beloved FMCG companies blends scale, emotion and cultural relevance in a category that never sits still. 

This week on Influencer Marketing Talks, we’re joined by Louise Lundberg - a creator and digital strategist who brings a rare dual perspective to the industry. She works with global brands daily, while building her own audience across Instagram and Substack, giving her a front-row view of how the creator economy is evolving in real time.  In this episode, we dive into: How to build a creator brand with longevity, from niche vs. core to content that actually sticks. What separates great creator–brand partnerships from transactional ones, and why creators need to be included earlier in the process. The shifts shaping the creator landscape - from AI to new expectations on authenticity and expertise. Whether you're a marketer or a creator, this episode is packed with insights you can apply right away. 

From marathons to mindfulness, sport has evolved from a niche interest into a global lifestyle movement, shaping how we live, spend, and connect. And while sports brands may lead the way, this isn’t just their game anymore. The opportunities now extend to everyone - from food and fashion to tech, beauty, and lifestyle. In this episode, we unpack the biggest Sport & Wellness Trends for 2026, based on Cure Media’s latest trend report - from the wellness era and our obsession with sleep scores, to the power of social fitness and the rise of racing. Tune in to learn: The key shifts redefining sport and wellness culture in 2026 How any brand can show up authentically in this movementWhy connecting social media with offline experiences turns audiences into participants 

Findus has been part of dinner tables across Europe for decades — a true heritage brand loved for its convenience and quality. But staying relevant in a fast-moving, attention-hungry world? That’s a whole different challenge. In this episode, we sit down with Anna Knutsson, Head of Media at Nomad Foods Nordics, to explore how one of Europe’s most iconic FMCG brands continues to evolve, balancing consistency with creativity, and tradition with transformation. Tune in to learn: How to build cultural relevance without losing brand heritage Why “occasion-first” thinking is reshaping FMCG marketing The role of creators in turning everyday meals into meaningful moments A conversation about brand evolution, trust, and the power of creators to breathe new life into even the most established brands. 

Few people have had as many conversations with the minds behind the Nordics’ most successful retail and e-commerce brands as Björn Påhlman Spenger. As the host of Framtidens E-handel, one of the Nordics’ biggest business podcasts, he’s sat down with top founders, CMOs, and retail leaders to uncover what really drives growth in a rapidly changing landscape. In this episode, we flip the script and turn the mic on Björn to hear what he’s learned after hundreds of interviews: the common traits of those who win, the pitfalls that hold brands back, and where he believes the future of retail and e-commerce is headed. Tune in to learn: What top-performing e-commerce brands have in common The biggest mistakes retailers make (and how to avoid them) How shifting consumer behaviour is shaping the next wave of retail A conversation about growth, mindset, and the power of staying close to your customers in an industry that never stands still. 

Hunting, fishing, and outdoor life might sound like niche interests, but they’re powered by a community built on passion, expertise, and shared values. In this episode, we dive into how brands connect with male audiences through authentic storytelling, and the creators and ambassadors who bring those stories to life. Together with Sarah Winckel, Marketing Director at Jaktia, Scandinavia’s leading retail chain for hunting, fishing, and outdoor life, we unpack how authenticity, community, and long-term creator partnerships can transform even the most traditional categories. Tune in to learn:  • How to connect with male audiences through stories that feel real and relevant  • What brands can learn from creator-driven ecosystems built on trust and credibility  • How to build content that connects — not just converts An honest conversation about what makes communities tick, and what every brand can learn from the creators who truly understand their audience. 

Influencer marketing inside one of the world’s biggest companies? That’s exactly what today’s guest, Marie-Laure De Veyt, Retail Influencer & Innovation Marketing Lead at Microsoft, has been building over the past decade. From pioneering a retail creator marketing function to scaling budgets twelvefold, she’s helped prove that creator content doesn’t just entertain - it drives real retail outcomes. In this episode, we dive into how Microsoft is rewriting the rules of retail marketing with creators, what brands everywhere can learn from their journey, and where the industry is headed next. Tune in to learn: How to convince internal stakeholders that creators can sell premium products, not just lipstick and sneakers Why creator content outperforms branded content in retail media networks and even drives in-store foot traffic The future of creator-brand partnerships: from one-off campaigns to co-created products and bundles Whether you’re a marketer, a brand leader, or just curious about where the creator economy is moving next, this episode is packed with insights you won’t want to miss.