How Brands Can Win By Embracing Creators, Content, and Culture

• • • • • •

What’s the secret to authentic, lasting brand connections? Discover how Don Julio and American Eagle leverage cultural relevance and co-creation to engage consumers.

"At the end of the day, it's about storytelling and consumer centricity."

– Karen Harris, VP, Don Julio Tequila, Diageo

In a dynamic discussion hosted by NBC during a Brand Innovators event, marketing leaders Karen Harris (VP, Don Julio Tequila, Diageo) and Ashley Shapiro (VP Marketing, Media, Performance & Engagement, American Eagle) shared their expert insights on the evolving landscape of brand partnerships, creators, and culture. Moderated by Cory McDonald, Director of Partnerships at Suzy, the conversation revealed actionable strategies for brands looking to engage more authentically and effectively.

Here are the key takeaways from this insightful session:

1. Authenticity is the Cornerstone of Successful Partnerships

Karen emphasized that for Diageo’s brands, including Don Julio, authenticity is critical when choosing creator partners. Rather than transactional, one-off collaborations, Diageo seeks long-term relationships with creators who truly align with the brand’s values. At Don Julio, these partnerships are more like family relationships, where mutual trust and shared vision are paramount. The focus is on building deep, lasting connections that go beyond merely using creators to promote products. Authentic creators who genuinely love the brand are able to co-create more powerful and creditable campaigns, resulting in content that resonates more deeply with consumers.

Authenticity is about finding creators who not only connect with the brand's message but also its ethos. This alignment fosters trust, and when creators feel a part of the brand, they deliver messages that audiences find more relatable and engaging.

2. Co-Creation as a Key Driver of Campaign Success

Both Karen and Ashley stressed the importance of co-creation in today’s marketing landscape. Gone are the days when brands would simply hand creators a one-sided brief and wait for content. Now, brands like Don Julio and American Eagle bring creators into the fold from the very start of a campaign. This collaborative process allows creators to contribute their own unique insights, ensuring the final product is a genuine fusion of the brand’s message and the creator’s voice.

For example, Karen shared that the Pour More campaign for Don Julio was born out of this exact approach. The campaign, a celebration of modern Mexican culture, was co-created with local Mexican creators, who brought authenticity to every part of the campaign, from fashion to photography to music. This co-creation process not only leads to more relevant content but also strengthens the partnership between the brand and its creators.

Ashley echoed this sentiment with American Eagle’s Live Your Life campaign, which invited real, relatable creators like Trevor Lawrence and Coco Gauff to participate in shaping the message of self-expression and optimism. This level of involvement ensures that campaigns resonate with audiences because they feel more personal and less scripted.

3. The Power Shift: Every Consumer is Now a Creator

Ashley emphasized a growing reality in today’s digital age: everyone has the power to be a creator. With smartphones in hand, consumers are now at the center of content creation, and brands need to recognize and leverage this shift. For American Eagle, this means embracing the creativity of everyday people, not just influencers or celebrities, and allowing them to shape the brand’s narrative.

Ashely noted that this democratization of content creation poses both an opportunity and a challenge. On one hand, it allows for authentic, user-generated content that can amplify the brand’s message organically. On the other hand, it requires brands to balance this newfound creativity with the need for consistency and brand cohesion. The shift from top-down messaging to co-created content means that brands need to be flexible and open to letting consumers take part in telling the brand’s story.

4. Measuring Success: Brand Love vs. ROI

While ROI is a crucial metric for any marketing campaign, both Karen and Ashely discussed the importance of fostering brand love, which is often harder to measure but more valuable in the long run. They agreed that building a brand that consumers love requires going beyond short-term results and focusing on meaningful engagement and relationships.

For both Don Julio and American Eagle, this means investing in campaigns that may not immediately show a high ROI but build deep emotional connections with consumers over time. Karen explained that through authentic storytelling and consistent collaboration with creators, Don Julio builds trust and loyalty, creating long-lasting brand love that keeps consumers coming back.

Ashely added that American Eagle's focus on community and inclusivity plays a key role in driving brand love, particularly among Gen Z. The Live Your Life campaign, which empowers consumers to express their individuality, has helped to position American Eagle as a brand that genuinely cares about its audience, which in turn drives deeper engagement and long-term loyalty.

5. The Future of Content Creation: More Agility, More Volume

Looking to the future, both Karen and Ashley acknowledged that the demand for content is growing at an unprecedented rate. Brands are expected to produce a steady stream of diverse and high-quality content across multiple platforms to remain relevant and competitive. As content needs grow, both leaders highlighted the importance of working closely with creators and leveraging new tools, such as AI, to meet this demand without sacrificing quality.

Ashley pointed out that as brands increasingly rely on creators to fill their content pipelines, it is critical to ensure these partnerships remain agile and responsive to the ever-changing media landscape. Flexibility will be key, allowing brands to pivot quickly and produce fresh, engaging content that keeps pace with consumer expectations.

In addition, brands will need to explore new ways to streamline content production processes, perhaps through automation or AI, to ensure they can meet the rising demand without overwhelming their teams. The future of marketing will require brands to be nimble, collaborative, and forward-thinking.

Conclusion:

Through the insights shared by Karen of Don Julio Tequila and Ashley of American Eagle, it’s clear that the future of marketing lies in authenticity, co-creation, and the ability to adapt quickly to the demands of an increasingly digital and creator-driven landscape. As brands work to build deeper connections with their audiences, these leaders demonstrate how success is built not just on metrics like ROI, but on fostering long-term relationships and brand love that resonate far beyond the initial campaign.

For more takeaways and industry insights, be sure to watch the full session today!