\n
Ask twenty-something-year-old women what they think The Cut\u2019s brand is, and their responses might echo what one Redditor put succinctly: \u201cThe Cut <\/em>has been posting insane articles (among some very good journalism) forever.\u201d<\/p>\nThe publication came onto the fashion scene in 2008 as a section of New York before later expanding into covering wider women\u2019s lifestyle topics on its website and twice-yearly print edition. These days, online chatter about The Cut often ignites when an unpredictable personal essay is published, or when it chooses a particularly poignant cover star, like Savannah James or GloRilla.<\/p>\n
But the publication isn\u2019t solely relying on written content to define its brand or place in culture, especially as online creators\u2019 impact and reach continues to grow.<\/p>\n
Enter Tefi Pessoa. The social media personality began rising to prominence in 2019, and now, just over five years later, has built up a following of nearly 2.5 million across TikTok and Instagram. Known mainly for her deep dives into celebrity relationships and pop culture, she\u2019s cultivated a loyal fan base that Lindsay Peoples, editor in chief of The Cut, said she wanted to get in on. Earlier this year, after serving as a red-carpet correspondent at the Academy Awards for The Cut, Pessoa officially joined the publication as a special contributor, writing an advice column.She also became the host of Tefi Talks<\/em>, a podcast produced by Vox Media (The Cut\u2019s parent company) in partnership with The Cut and sponsored by Dove and Macy\u2019s.<\/p>\nIt\u2019s a partnership that seems beneficial for all parties involved. The Cut gets to align itself with an established-but-still-exciting internet persona, not only signalling to its audience that it knows what\u2019s up, but potentially gaining new audience members along the way, too. Dove, which has previously worked with Pessoa, gets to deepen its relationship with the creator. And Pessoa gets to legitimize and expand, proving to anyone that still thinks influencing is not a real career that she\u2019s got the chops to partner with a legacy media brand and go beyond just social media.<\/p>\n
\u201cBeing partnered with The Cut allows her to [reach] a really rich and even bigger and broader audience than what she has on her social media platforms,\u201d Nishat Kurwa, SVP and executive producer of audio at Vox Media, told Marketing Brew.<\/p>\n
A cut above<\/h2>\n
Pessoa\u2019s not the only influencer branching out beyond short-form video and personal accounts. As creators look to make the jump from internet content to more traditional media via platforms like Tubi and Spotify, that mutual benefit is playing out across the board, and brands are taking note.<\/p>\n
\u201cAs creators like Tefi increasingly branch into podcasts, live events, and broader media properties, we see tremendous opportunity to extend our collaborations into these formats,\u201d Kevin Tolson, head of deodorants, Dove and SheaMoisture at Unilever North America, told us in an email. \u201cThis allows Dove to engage audiences across multiple touchpoints in ways that feel personal, memorable, and deeply aligned with our mission.\u201d<\/p>\n
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Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
For The Cut, Pessoa\u2019s increased cultural footprint with the new podcast directly reflects back on the media brand\u2019s own cultural relevance.<\/p>\n
\u201cAs we came across a lot of different creators in the industry, it just felt like Tefi had so much alignment with The Cut,\u201d Peoples said, later adding that \u201cWe try to do a really good job of connecting what she\u2019s talking about with what we\u2019re already blogging.\u201d<\/p>\n
By continuously integrating Pessoa and The Cut\u2019s brand images together, Kurwa hopes to create a \u201cconstant back and forth\u201d between the value of the publication\u2019s written product and the new podcast. While she said the podcast exists as a place to deepen Pessoa\u2019s content offerings and brings her celebrity and pop culture expertise to a new level, it also integrates The Cut\u2019s editorial stories, all in service of amplifying both platforms and brands.<\/p>\n
\u201cIt\u2019s one big flywheel,\u201d Kurwa said.<\/p>\n
New frontiers<\/h2>\n
Pessoa\u2019s particular platform expansion has also opened up new doors for Dove, according to Tolson. Tefi Talks<\/em> marks the first time the brand has sponsored an entire podcast, and when the show taped a live episode at The Cut Cafe activation (at Bluestone Lane\u2019s TriBeCa location) at New York Fashion Week, the partnership enabled Dove to show up at the weeklong fashion event, providing a deodorant vending machine in The Cut\u2019s takeover of Bluestone Lane for any sweaty fashion week-goers that stopped by.<\/p>\nThe activation marked one of the few times Dove has made inroads during the buzzy week.<\/p>\n
\u201cFashion Week is a highly saturated space that often reinforces traditional beauty ideals, and we don\u2019t often show up there for that very reason. This partnership gave us the opportunity to participate in a way that felt authentic\u2014aligning Dove with a meaningful, body-positive conversation right in the middle of the action,\u201d Tolson said.<\/p>\n
Tolson said the vending-machine activation and partnership with both The Cut and Tefi has so far fit right in with the type of influencer marketing the brand seeks out, which he said aims to balance \u201cinfluencer tiering with a mix of paid and earned engagement.\u201d<\/p>\n
\u201cOur creator strategy is designed to evolve with the creators themselves\u2014building deeper, multi-platform partnerships that are as dynamic and authentic as the communities they serve and inspire,\u201d he continued.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Ask twenty-something-year-old women what they think The Cut\u2019s brand is, and their responses might echo what one Redditor put succinctly: \u201cThe Cut has been posting insane articles (among some very good journalism) forever.\u201d The publication came onto the fashion scene in 2008 as a section of New York before later expanding into covering wider women\u2019s […]<\/p>\n","protected":false},"author":1,"featured_media":22667,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22666","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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