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Kayla Quock is director of content marketing at Traackr, an influencer marketing platform.
How would you describe your job to someone who doesn’t work in marketing? TBH, I just say I write stuff. In a little more detail, I identify hot trends among influencers and tell stories about successful collabs so brands can improve their marketing programs.
Favorite project you’ve worked on? Every quarter, we put together a report called the “State of Influence,” where we use data about influencer content from our platform to identify top influencer marketing programs and analyze strategies, trends, and influencer behaviors that other brands can learn from. I love working on this project because it’s such a clear value-add for our customers, prospects, and teammates, and it’s personally really interesting to do such a deep dive on our industry.
What’s your favorite ad campaign? This is a bit of an old one, but it really stuck with me: Hinge’s 2019 campaign, “Designed to Be Deleted,” where they showed their mascot getting killed off in a bunch of different ways. It was playful and funny while also showing a deep understanding of their audience’s desires (no one wants to have a dating app forever!).
What marketing trend are you most optimistic about? Least? Immersive marketing tactics—both physical and virtual. Physical: Target’s collab with Ulta Beauty and how they have created “discovery zones” in their beauty sections. It’s meant to echo the feeling you have when you go into Trader Joe’s and walk down every aisle so you can discover a new and interesting snack (and it works). Virtual: AR try-ons, metaverse, and livestreaming.
Least optimistic: hot take, but, NFTs in the beauty industry. I think they will work for other industries, but [I] don’t see them lasting in the beauty world. Makeup is tactile; folks like it because it helps them highlight features that they love or transform themselves into art. It’s not something that you buy to just put on a shelf—digital or otherwise.
What’s one marketing-related podcast, social account, or series you’d recommend? I love this newsletter called Cut the Crap. They do a monthly write-up that details bullshit-versus-brilliant marketing strategies…I literally read the whole thing every time (and it’s not short).