Move Culture, Not Just Metrics: Marketing at the Intersection of Sports, Entertainment & Social Impact
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Move Culture, Not Just Metrics: Marketing at the Intersection of Sports, Entertainment & Social Impact
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In this episode of Social Media for Social Impact, host Dr. Misha Kouzeh interviews Kristin Paul, a marketing leader whose career spans Zimmerman Advertising, Deutsch LA, The Walt Disney Company, Amazon, and SoFi Stadium. Kristin shares how the most powerful campaigns don't just sell—they cross into culture. From the viral simplicity of Hulu's "Hulu Has Live Sports" to a live MrBeast gaming event that raised money for charity during Amazon Prime Day, Kristen breaks down what it really takes to build moments that resonate. She discusses the difference between chasing virality and recognizing it when it's happening, why authentic creator partnerships matter more than polished briefs, and how brands like Oreo and Wendy's earn cultural relevance through speed and trust. Kristin also shares her philosophy on purpose-driven partnerships at SoFi Stadium, the underrated power of engagement over impressions, and the skills the next generation of digital marketers need to thrive.
00:00 Introduction to Social Media for Social Impact
00:49 Meet Kristin Paul: Marketing Leader Across Entertainment, Sports & Tech
01:10 From Advertising to Amazon: Kristin's Career Journey
03:18 Inside SoFi Stadium: Beyoncé, Cowboy Carter & the Power of a Signature Moment
08:45 Hulu Has Live Sports: The Campaign That Became a Meme
09:19 When You Know You've Crossed Into Culture
10:00 Measuring Cultural Impact Beyond Views & Impressions
10:45 Virality You Can't Plan: The Mandalorian & Baby Yoda
13:30 Purpose-Driven Partnerships at SoFi Stadium
16:47 Authentic Creator Partnerships vs. Scripted Briefs
18:41 The Oreo Moment: Why Speed & Trust Win
20:02 The MrBeast Prime Day Collab & Charity Tie-In
24:20 Designing Campaigns Across Generations & Platforms
27:14 The Underrated Metric: Engagement Over Impressions
31:45 Navigating Pressure in High-Visibility Campaigns
33:00 Always Ask Why: Purpose Behind Every Campaign
36:00 AI in Marketing: Efficiency Without Losing Creativity
38:15 Skills for the Next Generation of Digital Marketers
Connect with Kristin on LinkedIn: www.linkedin.com/in/kristin-paul-53266546.
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