Billion Dollar Boy

We are a Glossy Fashion & Luxury Awards finalist! Our award-winning Loewe campaign is shortlisted for Best Use of Video. 🏆 To launch Loewe’s new Squeeze bag, we paired fashion influencers with a craft creator to playfully celebrate the bag’s craftsmanship while maintaining Loewe’s brand heritage. The result? Visually striking content that reached millions worldwide. Thank you to our clients at Loewe and Meta, our team and the talented creators who brought this campaign to life. #Luxury #Fashion #GlossyAwards

At the rapid speed that influencer partnerships are formed, agencies are faced with vetting up to hundreds of thousands of creators for their clients to deliver on brand safety. What was once done manually by teams of people — reviewing online history and social media content or identifying sentiment and misinformation — now can move faster and more thoroughly with artificial intelligence. Influencer agencies have to adapt to these products as their clients work with creators at a larger scale. “The issue, honestly, is that influencer marketing is scaling,” said Kevin King, chief revenue officer of creator agency Viral Nation. “A lot of the clients that we were working with two years ago were maybe working with a handful of influencers — those now they’re working with hundreds. We actually have some clients that are working with thousands of influencers.” #brandsafety In this piece by Antoinette S., we speak to Edward East of Billion Dollar Boy, Erin (Lyden) O'Connell of GALE, Maggie Reznikoff of Open Influence, and Amy Cotteleer of Duncan Channon.

Creators are businesspeople. Unlike traditional employees with coworkers, HR support, and standardized pay, creators often face these challenges solo. Creators deserve more guidance on business essentials like tax filing, price negotiation, and finding professional networks. That's why we launched FiveTwoNine: to empower creators as entrepreneurs through education in areas like financial literacy, business fundamentals and professional mentorship. Our head of creators, Sophie Crowther, and CMO, Becky Owen, share how Billion Dollar Boy is reframing content creators as entrepreneurs through FiveTwoNine. Thank you, Julia Walker, for sharing our story in PRWeek. Read more below. #CreatorEconomy #Entrepreneurs #FiveTwoNine

That’s a wrap CreatorFest! Our CMO, Becky Owen, led a panel with Sarah Potter, Global PR & Influencer Director at Dove; Trishna D., founder and director of Kohl Kreatives; and content creator Lucy Edwards, exploring the future of influence and beauty. Beauty continues to be a trailblazer in the influencer world, setting trends and pioneering new approaches. Here are the key takeaways: 1. Social commerce’s new wave: Platforms like TikTok Shop are reshaping brand-consumer connections,  offering emerging brands a direct path to reach a new wave of consumers while reducing the reliance on stockists or complex e-commerce setups ahead of launch. 2. Influence at the heart of community: From heritage brands to disruptors, brands are collaborating with creators at every stage—from product development to launch strategies—resulting in products that are authentically made for, and representative of, the communities they serve. 3. Real representation: Together, brands and creators are addressing AI's impact on beauty standards. Marketers must ensure that they uphold values of authenticity and inclusivity as AI becomes more integrated into beauty. 4. Innovate responsibly: Brands must maintain ethical standards while navigating emerging tech, thinking critically before adopting new technologies. Thank you to everyone who joined our session. #CreatorFest24 #CreatorEconomy #InfluencerMarketing

Heading to CreatorFest today? Don’t miss our global CMO, Becky Owen, taking the stage with Dove, Kohl Kreatives, and Lucy Edwards to explore how innovation, emerging tech, and creators are shaping the future of influence. Catch us at the Big Picture Stage at 4:20 PM. Want to connect with the BDB team? Drop us a message. See you there. 👋 #CreatorFest24 #CreatorEconomy #Innovation

📲 The CreatorFest mobile app is here! We’re excited to share that our event app, sponsored by Billion Dollar Boy, is now live. Start connecting with the community and kick off your networking before the show even starts 🙌 The app is a must-have if you want to make the most of your time at CreatorFest, but heads up - it's only for ticket holders. If you haven’t secured your spot yet, grab your tickets today so you don’t miss out! Download the app here: https://hubs.la/Q02RdgVQ0

Over two-thirds of consumers are now opting for creator-founded products, according to our latest research. As more consumers turn to creator-led brands, creators are not just influencing what we buy— they're reshaping consumer shopping habits. By connecting with their communities on a personal, human level, creators build the kind of trust that traditional brands can’t always replicate. And in an era where social commerce dominates, that connection is powerful. Our new venture, FiveTwoNine, is at the forefront of this shift. Our mission is to empower creators to launch their products and services, transforming the creator economy for the next generation of small and medium-sized businesses. Get the full scoop on WWD.👇 #CreatorEconomy #Entrepreneurs #Creators

The Future of Influence: Where Beauty, Tech & Innovation Collide. Our global CMO, Becky Owen, will host a panel at CreatorFest with Dove's Global PR & Social Influencer Director, Sarah Potter, content creator Lucy Edwards, and Trishna D., founder of Kohl Kreatives. Beauty is a pioneering vertical in creator marketing, often serving as an incubator for many of the future influencer marketing practices and trends we see. Join us as we explore how emerging tech and social trends are shaping the future of influence. Catch us on the Big Picture stage at 4.20 PM. Let us know if you will be there.👇 #CreatorMarketing #CreatorFest24 #Beauty

Why are food critics talking tech and car wrappers venturing into gaming content? Discover why brands are tapping ‘out-of-category’ creator partnerships in this week’s newsletter, featuring insights from Andrea Ahern, our SVP, Head of Accounts. #SocialMedia #Creators #Trending

What do we know about creator marketing and effectiveness? Our CMO, Becky Owen, recently joined Imogen Coles and James Mishreki at the IPA (Institute of Practitioners in Advertising) Effectiveness Conference to break it all down. Over the past decade, expectations from influencer marketing have shifted significantly. As it becomes a central channel for building brands, accountability is more important now than ever before. Here are the key takeaways: * Embrace experimentation to foster continuous learning — give creators the freedom to fail and be resilient in your influencer effectiveness approach. * Set clear KPIs that align with broader business goals to track real impact. * Balance planned, predictive, and reactive creator strategies throughout the year. * Innovate in social commerce to drive measurable results. * Implement 'control groups' to assess incrementality and long-term influence.
 By applying these approaches, brands can
uncover and share more lessons in effectiveness across the industry as we enter the next phase of the influencer revolution. 
#InfluencerMarketing #MarketingEffectiveness #EffCon24