Hi everyone, welcome back to the Be There in Five Podcast. I'm Kate Kennedy, your host.

I'm so excited because today we have another episode of Under the Influencer and I try to do these once a month where I

interview people that are either an influencer or adjacent to the business of influence and I really like to get different perspectives because

you know when you think about as I always talk about this you know in the most recent decade this being a new major tier of ad spend

of marketing strategies of a career like a self-employed you know largely self-made career that people can have that's so unconventional that is largely you know can can be dismissed because of people

hawking press on toenails and the like but there's no denying it also makes people immensely successful and there are so many multi multi millionaires as a result of this career.

I like to say I always like to set it up because of these episodes bring a lot of new people but today we're talking about influence from a slightly different angle and we're talking to somebody who's been incredibly successful and very much a trailblazer in influencer marketing from the brand side but not

in a conventional brand like a big CBG brand but in a ground up self-funded self-run small business turn multi million dollar company

Romy Tuesdays started when they were you know 15 and 17 look up before we get started look them up on Instagram at stony clover lane give them a follow STO and EY

over lane and you'll recognize their products even if you're not connecting the name to it though I think most of you are familiar they you know started by getting their products in the hands of like Miley Cyrus and Taylor Swift in early 2010s teen queens

and now you know I think I started following them because I saw like sky sky racial so set it back back but I mean you see them everywhere from traditional Hollywood celebrities to reality stars you'll see the Zolciak beer mints talking about them quite a bit

to our favorite bloggers Ariel charnis has a ton of their stuff is always in the background or foreground and Rachel parcel has a bunch of stuff I love Rose my gosh

did you guys see her dance picture of her as a bunny she's so freaking cute and I'm just like how how she has that much fierce ferocity in presence as what is she for that age I have some in my mouth and my head in a blanket like I was a peanuts character

meanwhile I love roses a regular J low it's fascinating these chill child influencers um but yeah they're what I think so fascinating about them on the brand side is that their entire

uh marketing strategy is influencer marketing and on the typical brand side it's certainly an element of it

but it's often not very well understood it's often not very executed very strategically so often I see brands doing collaborations that are obvious from an agency that kind of vets people based on a certain category that looks at things very analytically and high level

but when your person that follows the influencer and like understands the brand you like have trouble seeing the synergy but what I think is interesting about kind of Libby and the reason you know I think why we get along as friends is because they aren't too cool to like love celebrities love bloggers love influencers in their position when you kind of have to run in circles adjacent with the people that promote your products you have to play cool to a degree.

But they're totally open about loving this stuff as much as the rest of us do and that's what makes them so damn good at it when you actually follow and pay attention to when are the audience of the people you want to leverage to promote your products I think that's when influencer marketing works that's what I'm always talking about with brands engaging with people that naturally talk about them engage with them DM with them it becomes this thing where you're creating an organic relationship and the person's going to post about you not because they have to not out of obligation but because you're sending it to you.

And I think that's the customized product and a you know that shows you actually know who they are and the likelihood of somebody sharing something custom made for you and thoughtful is so much higher than something that's like kind of generic.

I you know I do consulting on the side for different companies and I've worked with the candle will be in a professional capacity as well as you know just being regular friends.

They just get it like I work with a lot of people that don't get influencer marketing and they just want me to tell tell them like how do I get people to promote my stuff like who should I pick and it's just doesn't work that way and I think that they in being the age they were when they started this they could have easily been written off for their age but while other brands were understanding Twitter and our our understanding Facebook and Instagram how to leverage these tools in 2009 being 15 and 17 gave them an advantage to be in the depths of these.

Tools and messaging people like Chloe Kardashian to get products in their hands when nobody know other brands were thinking of doing that but the fact that at that time especially we had such a direct line of communication to these people when there before social media there was never a way to directly contact a celebrity before they're getting and I think that they are just such an interesting case study of having leveraged this style of marketing where you don't have to spend a dime on advertising.

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