Influencer marketing at Loop
We chatted with Arina Lipina, our Influencer Marketer who has been with us since the beginning, to discuss her role and get her perspective on working at Loop.
Tell us a bit about yourself, Arina
Hi, I'm Arina Lipina. I’m originally from Kazakhstan, but I've been living in Amsterdam the last eight years after spending some time in the US and a six-month stint in South Korea.
Initially, my role covered all marketing tasks, but it's evolved to focus on my passion: influencer marketing. I really feel that I've found my place at Loop.
What does your role as an Influencer Marketer involve?
My role involves building long-term relationships with the influencers and creators we work with. We partner with creators who can authentically tell our brand's story and relate with Loop, which helps their audience connect with our product and brand.
I'm also supporting the expansion team, strategizing with Japanese influencers for Southeast Asia's influencer marketing and extending our reach into South Korea.
We brainstorm, sharing ideas about strategies that could succeed in Asia, drawing from those that have proven effective in global markets. Similarly, we explore successful strategies in expansion markets to see how they could be integrated into our North American, UK, European and Australian campaigns.
What makes this part of marketing fulfilling for you?
I love seeing the variety of outcomes each campaign brings, and it's fascinating when you can specifically attribute those results to a particular influencer. I also enjoy seeing which products are ordered through the influencer's promotions.
This role also opens opportunities for close collaboration with other teams, such as the paid team, organic social media, PR and CRM. Though it might seem like influencer marketing is in its own bubble, it has a 360-degree effect, interacting with all areas of our marketing strategy.
Do you have a favorite campaign you worked on?
From doing 50 campaigns annually we've tripled to about 140 a year. Out of nearly 600, one stands out: An influencer's organic post about us in Loop's early days. Three years ago, after Black Friday, we found ourselves low on stock, then completely sold out.The surge was traced back to a TikTok video from an influencer explaining how our earplugs helped her manage the fight-or-flight response when her kids cry.We reached out and have been working together ever since.
What kind of challenges do you face in your role?
Initially, figuring out how to market earplugs to a broader audience was challenging. How do we convince influencers to share stories about using earplugs as a solution for noisy environments?
Influencer marketing for brands in sectors like hair care or supplements is straightforward. Those mainstream products and brands are easier to promote. At Loop, we faced unique challenges: presenting our product, explaining its benefits, identifying suitable partners and finding ways to reduce the stigma associated with wearing earplugs.
This presents a new challenge: how can we connect with new communities and present our brand in a way that provides practical help in their daily lives and looks cool and fashionable as an accessory?
Overcoming these obstacles and changing perceptions through influencer marketing at Loop has been genuinely exhilarating.
What's your current biggest challenge?
One of our biggest challenges has been navigating our entry into the Asian market. Take Japanese culture, for instance, where there's a notable hesitation towards certain solutions. Suggesting someone wear earplugs for noise sensitivity isn't as straightforward as it might be elsewhere. There's a cultural nuance to openly adopting such solutions, and it's crucial for us to grasp this understanding.
Collaborating with creators in different markets, each with unique requirements, comes with difficulties. The differences in attitudes between the US and Europe make cultural adaptation a significant obstacle for us. Our ongoing challenge is adjusting our approach to appeal to and resonate with these diverse cultural backgrounds.
What is it like to work at Loop?
Our company consisted of only five people three and a half years ago. Now, we have over 150 people in the marketing department alone, performing tasks I used to handle by myself.
Despite the challenges of working in a fast-paced environment, I appreciate the opportunity to push myself and think outside the box constantly.
Our company culture is exceptional, and other businesses should learn from it. There’s no toxic environment, and there’s no unhealthy competition among colleagues. Instead, everyone is focused on achieving the same team goal. We all want to do better, but we work together toward the same objective, which makes us successful.
Is working at Loop for everyone?
To thrive here, you must embrace flexibility, especially when projects take unexpected turns. You may put a lot of effort into it, but things can change suddenly, and you need to adapt. While it's perfectly fine to question the change, being able to pivot quickly without complaint is crucial. If you prefer a safe and unchallenging job, Loop may not be for you.
How do you stay connected to your team?
I have team members working worldwide, and despite the challenges of remote work, we've found ways to stay connected. We organize biweekly coffee chats and regular team meetings, where we catch up on both work and personal life.
When we meet in person, it doesn't feel like much time has passed since we've seen each other last, and the connection is as strong as ever.
If after reading Arina's experience at Loop you feel 'this is the perfect company for me', browse through our open positions!
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