Episode
Beyond Likes: How Microsoft Scaled Influencer Marketing 12x
- Podcast
- Inside the Creator Economy
- Published
- Oct 8, 2025
- Duration seconds
- 2315
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Summary
Influencer marketing inside one of the world’s biggest companies? That’s exactly what today’s guest, Marie-Laure De Veyt, Retail Influencer & Innovation Marketing Lead at Microsoft, has been building over the past decade. From pioneering a retail creator marketing function to scaling budgets twelvefold, she’s helped prove that creator content doesn’t just entertain - it drives real retail outcomes. In this episode, we dive into how Microsoft is rewriting the rules of retail marketing with creators, what brands everywhere can learn from their journey, and where the industry is headed next. Tune in to learn: How to convince internal stakeholders that creators can sell premium products, not just lipstick and sneakers Why creator content outperforms branded content in retail media networks and even drives in-store foot traffic The future of creator-brand partnerships: from one-off campaigns to co-created products and bundles Whether you’re a marketer, a brand leader, or just curious about where the creator economy is moving next, this episode is packed with insights you won’t want to miss.