Innovators Chat: Mae Karwowski

Today’s featured innovator is Mae Karwowski, the Founder and CEO of Obviously - the leading global influencer marketing agency and technology platform. Under Mae's leadership, Obviously has become the gold standard for enterprise influencer marketing by providing a world-class, white glove client experience backed by data. Enterprise clients include iconic brands such as Google, Amazon and Ulta Beauty.?

Mae is a recognized expert on the influencer industry and the broader creator economy having been widely quoted in the press, appearing in publications such as the New York Times, Wall Street Journal, Financial Times, NPR, CNBC, Bloomberg Technology and the Washington Post. Before starting Obviously, Mae consulted for numerous brands, helping develop their social strategy to grow their social presence. Mae graduated from the University of North Carolina at Chapel Hill with a BA with Honors in Philosophy and attended St. Paul’s School.?

What gets you most inspired in your role as CEO and founder of Obviously?

Mae: I love creating the best influencer activations possible for our clients. We do this by constantly testing what works best on each platform today and continually evolve our tech and strategies to chase the best performance possible.?

How does Obviously engage with influencers, and how do you keep a finger on the pulse of who is “trending”?

Mae: We have built proprietary tech that makes it possible for us to understand what and who are trending, and what emerging trends brands should know about and tap into. I’m constantly surprised by the awesome creativity from creators all over the world and their ability to make amazing content.?

How do AI and any other emerging technologies/innovations come into play when working with brands, talent, and influencers?

Mae: AI makes our work faster and more efficient so we can spend more time on strategy with our clients. Details are so important when it comes to working with creators, and typically the brands we work with are engaging with hundreds to thousands of creators at a given time, so these tools help us analyze data faster and work smarter.?

Could you tell me more about your focus on inclusion and mentorship when working with brands and influencers?

Mae: The reason influencer marketing works so well is that creators can be themselves, and we are building relationships with creators from all backgrounds and walks of life. There is no model casting call like there is for a TV commercial.?Creators are telling their own stories and have developed passionate audiences by doing so. By facilitating brand partnerships with these creators, we are increasing the diversity of that brand’s marketing. It’s awesome.?

How are you innovating and challenging the brands when working with and developing new partnerships with influencers??

Mae: We are showing brands that working with more influencers, and working with these creators faster creates more authentic content that performs head and shoulders better than the more traditional ways of working. This gets brands out of their comfort zones for sure, but once we demonstrate the brand safety tools we have and the results that can be gained by taking our approach, they’re Obviously very happy!

When you’re not running a major brand influencer agency, what do you like to do to relax? Any specific hobbies or interests?

Mae: As someone who is chronically online, I need to get outside as much as possible and experience the “real world.” Hiking, walking, biking, snowboarding, swimming — you name it. If it’s outside, I’m in!?

Thank you to Mae for speaking with me on this issue of Innovators Chat! Love all you are doing in the influencer space and how you are building brands through creators.

Please check out Mae's latest white paper - it's full of great insights on influencer marketing.

Influencer Marketing: A Need for Speed in Content Creation