Following up!
Newsletter (Digital)
Welcome to Following Up, a newsletter dedicated to the influencer and creator industry. My insights on fashion, beauty, and the influencer landscape have mostly stayed confined to group chats and dinner conversations, so I’m thrilled to have a platform where I can freely share and expand on these ideas. My entry into the influencer/creator industry was a serendipitous connection through a friend of a friend, and I’ve been fortunate to grow within this dynamic, emerging field. In this newsletter, you can expect to find interviews with influencer marketers, trends from my corner of the internet, and insights into brand-influencer partnerships. I hope this becomes a space that fosters curiosity and meaningful conversation. Source
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| Language | English |
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Recent Articles
Search ArticlesOpen Tabs #104
Rent the Runway is entering the luxury handbag rental market. I’m sure there has been some pressure from Vivrelle, especially given how successfully the brand has tapped into the influencer market, offering creators codes with significant first-month discounts to bring in new customers. I’m curious to see how this new category impacts RTR’s business. For the launch, the brand tapped Larissa Mills , Monroe Steele and Laura Jung for a campaign featured across Instagram, email, and its site.
Open Tabs #91
Ultra Violette hosted a brand trip at Gurney’s Montauk to kick off its summer hospitality partnership. Influencers were picked up in the city in a branded bus and arrived in their rooms to find a few books from their summer reading lists (one of my favorite personal touches) along with Ultra Violette’s full line of SPF for their beach days. The itinerary also included a cocktail hour and dinner designed in the brand’s signature colors.
The Influencer Strategy Behind Celisse’s First Year
I was introduced to Jessica Blumenthal, CEO and Co-founder of Celisse, through a LinkedIn post when she was looking for someone to lead influencer partnerships ahead of launch. We quickly connected on strategy, including who we wanted to reach and how to do it in a way that felt thoughtful and relationship-driven. As a former gel user and long-term nail biter, I ended up going on my own nail care journey with Celisse. That is always important to me when working with a brand.
Open Tabs #92
Anthropologie launched a creator-led campaign this week to highlight its owned denim brand, Pilcro. To create buzz around the private-label brand, they partnered with 70+ creators across Instagram and TikTok to post on the same day about how they’re wearing and styling their Pilcro denim. I’ve been tracking brands adopting similar mass, same-day launch strategies, so I was excited to hear from Barbra Sainsurin, Anthropologie’s Global CMO, about why the brand took this approach.
Open Tabs #93
From the Saie Office is launching their first eyeshadows this Tuesday, 8/18. Across Instagram and TikTok, creators unboxed the new eyeshadows and tested them out, showcasing the different matte and shimmer shades. A few months ago, Saie also hosted an event in New York to preview the shadows. Helena Christensen stars in the official campaign. Speaking of beauty launches, Westman Atelier launched their first liquid foundation.
How Creators Are Extending the Life of Their Links
Earlier this year, ShopMy announced their new product, Spotlights, a tool that allows influencers to opt into paid partnerships with a brand after organically promoting them. On ShopMy, when an influencer posts about and tags a brand, that content will be visible to the brand in their “mentions” section. If the content was successful or compelling to the brand, they can now request to run it as an ad via Spotlights, with the influencer’s affiliate link still attached.
Behind the Screen: At Microsoft, Creators Are Strategic Collaborators
Behind the Screen is a series on Following Up, featuring the minds behind brand’s influencer + community strategies. We often forget that there is a person or team behind the paid partnerships we consume, so I wanted to bring these people in front of the camera for a change. Following Up by Clare Moore is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Where are you based?
Open Tabs #94
Chanel Beauty, in addition to Instagram promotion, leaned into Substack partnerships with creators from Erika Veurink to Jess Graves to promote the new frangrance, Coco Mademoiselle Crush Absolu, tapping into memories around the scent, past crushes and nostalgia. I’ve mentioned Chanel’s community account before, but I still think it was so smart to create @welovecoco as they started working more closely with creators.
Behind the Screen: How Anthropologie Is Building Creators Into the Entire Customer Journey
Behind the Screen is a series on Following Up, featuring the minds behind brand’s influencer + community strategies. We often forget that there is a person or team behind the paid partnerships we consume, so I wanted to bring these people in front of the camera for a change. Has the industry changed since you first started your career? Completely. I started my career at a time when brands had a lot more control over the conversation.
Open Tabs #96
Before we get into this week’s latest influencer happenings, I needed to circle back on the J.Crew Tiny Rollnecks (sorry). I went into the J.Crew at Rockefeller Center this afternoon, and nearly every person who walked in proceeded to pick up a Tiny Rollneck to try on or ask a sales associate for another size. The marketing is working… Ralph Lauren continues to be one of the best examples of a brand hosting influencers at the US Open, and there are multiple reasons why.