Maureen Kelly of Tarte Cosmetics pioneered influencer trips to Dubai in 2015. Brands should stop buying ads and become entertainment studios instead, making vertical mobile-first content they own. Dick's Sporting Goods won an Emmy doing this.
2015, Maureen Kelly is broke as a joke and scrounges up enough money to fly a bunch of influencers to Dubai. She's the founder of Tarte Cosmetics, and this changes the entire industry for the next decade. So what is Maureen's magic sauce? She wasn't the first to do influencer marketing, but she did pioneer the influencer trip. Here's the next opportunity people aren't talking about yet. The magic is that brands don't need to make ads anymore. They're becoming their own entertainment studios with branded content. Dick's Sporting Goods just won an Emmy. But you don't need Netflix or a giant studio. You need to find a format that works on vertical on your phone and tell it again and again and again like a story. Find the opportunity before everyone else does. Lean in hard and own the next decade.
You wont believe what else the founder started #opensea #mergersandacquisitions #venturecapital
