Influencer Marketing Strategy with Julia Swan: Hasbro EMEA Communications Manager

“ Influencer marketing is a key lever of our strategy – pull it right, and you reach the audience where they already are.”

In this episode of What They Said, Julia Swan, EMEA Regional Communications Manager at Hasbro, shares how the global toy giant is revolutionising its influencer marketing strategy. From creating viral moments like the Furby Christmas tree – “Furbtrees” – with PrettyGreen to building trust through strategic partnerships, Julia reveals how Hasbro integrates influencers into its full-funnel marketing. 

Collaborating on Brand Authenticity 

Julia explains how Hasbro balances brand messaging with an influencer’s authentic tone of voice. By involving creators in the ideation process, campaigns like Nerf x Beta Squad and Cluedo Murder on the Internet show the power of true collaboration in creating engaging, meaningful content. 

Future of Marketing Integration 

Julia discusses the growing importance of blending paid ads with influencer-created content to drive results while reducing production costs. As Hasbro leans further into platforms like TikTok, Julia highlights the value of testing, learning, and adapting to connect with audiences in new ways. 

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