From the Ground Up: Building with Creators at the Core

The most innovative brands today don’t just partner with creators for content—they build their strategies with creators at the core. In this session, leaders from TikTok, Amika, and Ethique Beauty will share how a creator-first approach fuels growth, strengthens community, and drives cultural relevance. From leveraging real-time insights to shaping campaigns and brand positioning, to examples where creator-led strategies outperformed traditional marketing, panelists will unpack why building with creators from the ground up is the blueprint for lasting impact.