Later

TikTok now compresses the entire funnel into a single scroll. At Cannes Lions, Later's CEO Scott Sutton sat down with TikTok's Keiko Mori, Southwest Airlines' Chief Digital and Marketing Officer Sabrina Callahan, and creator Connor Wood to unpack what it actually takes to turn TikTok into a performance channel. The conversation covered how Southwest builds partnerships with creators who already love flying, why Connor's nine-year partnership with Doritos works because the brand gives him real creative freedom, and why speed and trust matter just as much as strategy when a moment goes viral. With this approach to TikTok, brands can: ✅ Turn a single piece of content into awareness, consideration, and purchase at once ✅ Build partnerships with creators who already believe in the product ✅ Move fast enough to turn a viral moment into a real campaign Because a scripted brief isn't a strategy. With the right creative trust, TikTok content works because it feels real, not because it followed a plan. This conversation is how Later is redefining what a full-funnel creator strategy looks like on TikTok, connecting real relationships to real results. 🔗 Learn more about creator marketing on TikTok: https://bit.ly/4qqmXxc Explore Later's influencer marketing services: https://bit.ly/3SB2QQm #TikTokMarketing #CreatorMarketing #Later

The smartest creator strategy might not involve your biggest creator at all. At Cannes Lions, Snap's Head of Creator Partnerships Quincy Kevan, top creator David Dobrik, and Later's CEO Scott Sutton sit down for a candid conversation about what happens when platform, creator, and brand strategy actually align. David makes the case for a different kind of investment: instead of chasing the creator with the biggest following, elevate one who's already excited about your brand. Give them the resources to polish what they're already making, and audiences remember it. With this creator-first approach, brands can: ✅ Build real relationships with creators who already love the brand ✅ Make a bigger impact by investing in a creator's career, not just a post ✅ Create content people actually remember over one-off, paid placements Because chasing reach isn't a strategy. With the right creator, brand support becomes personal, memorable, and built to last. This conversation is how Later is redefining creator-led marketing, turning brand support into real career growth for the creators building culture. 🔗Learn more about creator marketing on Snap: https://bit.ly/467abu5 Explore Later's influencer marketing services: https://bit.ly/3SB2QQm #CreatorMarketing #BrandStrategy #Later