This story was originally published on Passionfruit.
Last month, Current—a financial technology company and mobile banking app—partnered with Cody Ko, Airrack, Drew Gooden, Rahul Rai, Paulina Torres, Kaz Sawyer, and other creators to make branded giveaway videos tied to the holiday season.
To better understand the brand partnership process, the Daily Dot spoke with Vice President of Marketing Adam Hadi, and Kaz Sawyer, a vlogger with over 5 million followers who frequently partners with Current, in exclusive interviews. We chatted with them about how they got started with brand partnerships, why creators might want to partner with a company like Current, and what they think makes a marketing campaign successful.
Hadi has been working with creators for about 10 years. Hadi said he first encountered the possibility of marketing with creators while working with the sports trading card company Topps. After stumbling upon FIFA YouTube videos, he pitched the idea of working with digital creators: “Trust me, 10 years ago, that was a much harder pitch than it would be today.”
Sign up for our Passionfruit newsletter for creator coverage like this:
Today’s top stories
| ‘Fill her up’: Bartender gives woman a glass of water when the man she’s with orders tequila shot |
| ‘I don’t think my store has even sold one’: Whataburger employees take picture with first customer who bought a burger box |
| ‘It was a template used by anyone in the company’: Travel agent’s ‘condescending’ out-of-office email reply sparks debate |
| Sign up to receive the Daily Dot’s Internet Insider newsletter for urgent news from the frontline of online. |