How Free People Crafts Influencer Marketing With Influential [Video]

In episode 448 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Libby Strachan, director of brand marketing at Free People, an Urban Outfitters, Inc. global lifestyle brand with offerings in unique apparel, intimate wear, shoes and accessories; and Kristen Dolan, senior vice president of growth at Influential, an AI social data and conversion technology. Strachan discusses the Free People brand (0:50), Dolan provides an overview of Influential (1:15), influencer marketing efforts at the lifestyle brand (2:05), and finding the right fit for influencer partners (3:05). They discuss the partnership between Free People and Influential (3:55), influencer marketing strategy across channels (4:55), and how Influential is helping the retail brand track the effectiveness of its marketing strategy (7:10).

In addition, Strachan and Dolan discuss new customer acquisition (8:20), live shopping (9:05), testing different marketing strategies (10:50), and how Free People tracks cross-channel shopping behaviors (12:10). Lastly, they touch on the use of artificial intelligence in influencer marketing …