Randall Chinchilla of Coty Marketing on Earned Media and Influencers

01/15/20 • 22 min

If you’ve ever sat in a salon chair and breathed in the oddly comforting smell of professional salon products while the stylist snips away to the new and improved you, you’ve practically shaken hands with this episode’s interviewee.

Randall Chinchilla started his career at Cadbury Schweppes and later spent almost two decades at Procter & Gamble before making his foray into the world of professional salon product influencers. Throughout his years in the influencer marketing industry, he’s used earned and owned media to reach customers in unique and authentic ways for Coty marketing.

So grab your OPI polish for an at-home mani-pedi, turn up the volume, and learn how Randall uses influencers to make Coty’s brands household names both at home and in the salon.

So grab your OPI polish for an at-home mani-pedi, turn up the volume, and learn how Randall uses influencers to make Coty’s brands household names both at home and in the salon.

Previous Episode

Cassidy Stockton of Bob’s Red Mill on Timely Campaigns and Lasting Partnerships

Fifteen years ago, Cassidy Stockton began her career at Bob’s Red Mill in customer service. Since then, she’s worked her way up into the influencer marketing world. Now she runs the influencer marketing program at Bob’s Red Mill.

With fifteen years under her belt, she’s gained know-how very few players in the industry have had the opportunity to learn. Lucky for us, she was willing to share a few of the lessons. So relax (or bake something with Bob’s Red Mill flour? Pancakes?) and hit play to learn how she fosters genuine relationships with the influencers she works with and respects their content rights.

Next Episode

Clare Brown of IDG on B2B versus B2C Influencer Marketing

Not long after GIFs and memes took the internet by storm, Clare Brown of IDG realized something — brands could capitalize on this trend, too. So she created the first branded GIF.

This is just one example of how Clare has innovated the marketing industry. Throughout the last 10 years, she’s worked with major brands like Maybelline and AMC to revitalize their influencer marketing strategy.

Lucky for us, she agreed to chat with us about the difference between B2B and B2C influencer marketing and how treating influencers like colleagues rather than strangers has helped her create killer campaigns.