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.”
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