The Brand Builder Behind Goop, Chrissy Teigen & Molly Sims Reveals What Actually Works
A Shopify Masters interview with Kimberly Kreuzberger, founder of Pivot Projects and a former Goop executive, about working with celebrities and creators. She argues the best storyteller wins, that follower count says little about conversion, and describes her agency's cycle of talent, content and events, plus the difficulty of lifetime value. Sponsor: Shopify, which presents the show and links a free trial in the description. PARTIAL COVERAGE: this note is based on the opening, the opening sections on storytelling and micro influencers, a middle section on lifetime value, the closing, and the description, and does not cover every part of the roughly 36 minute conversation. Names follow the video description because the captions spell them inconsistently. All business claims and figures are the speakers' own and are not independently checked.
Executive Summary (TL;DR)
A Shopify Masters interview with Kimberly Kreuzberger, founder of Pivot Projects and a former Goop executive, about working with celebrities and creators. She argues the best storyteller wins, that follower count says little about conversion, and describes her agency's cycle of talent, content and events, plus the difficulty of lifetime value. Sponsor: Shopify, which presents the show and links a free trial in the description. PARTIAL COVERAGE: this note is based on the opening, the opening sections on storytelling and micro influencers, a middle section on lifetime value, the closing, and the description, and does not cover every part of the roughly 36 minute conversation. Names follow the video description because the captions spell them inconsistently. All business claims and figures are the speakers' own and are not independently checked.