5 Questions for Valerie Sasková

At Marketup, Valerie oversees influencer marketing and belongs among those who can connect brands with audiences in an authentic way. Over three and a half years of experience, she has worked on campaigns for clients such as AXA Partners, Nutrilon, and Sedita. In this interview, she shares what she enjoys most about influencer marketing and which influencer she would most like to spend a day with.

Influencer marketing is evolving rapidly. After three years of experience, what still excites you about it?

As the question suggests – influencer marketing is growing fast, and you constantly need to stay on your toes. You have to follow what’s happening, including guilty pleasure reality shows that I have to watch just to know where a new influencer has popped up. Thanks to working with different clients and projects, I never feel like I’m doing a stereotypical job—every day feels different.

In October, you’re hosting a business breakfast on Social Forward & the Future of Brands on Social Media. Why should people come?

I’m really looking forward to it, because for the first time we’ll also have a panel discussion where we’ve invited both an influencer and a client. I hope this will help people better understand what works for each side and how they can collaborate effectively. On top of that, my colleagues are preparing presentations on exciting topics that will definitely keep you engaged! Plus, a great crowd and delicious food are a bonus.

For AXA Partners, you manage influencer communication across several countries. What makes this collaboration interesting for you?

I’ve been involved in this project almost from the very beginning, so it feels like my little “work baby” that’s been growing along with me. I really enjoy applying the know-how we’ve built in CZ and SK to other markets (and in the process learning what works and what doesn’t). It also helps a lot that I’ve been working with this client for over three years now, so I know the product inside out. Great relationships with the client and influencers are just the cherry on top.

You work with a wide range of clients on influencer marketing. Which campaign was the biggest challenge for you?

One of my favorite briefs was: “We’re looking for someone like Petr Mára for Apple, but for our brand.” Spoiler: we didn’t quite manage that. 🙂 But generally, I’d say that every campaign for a “not-so-sexy” product is a challenge—and also an opportunity to learn a different approach.

And finally, a lighter question: if you could spend one day with any influencer, who would it be and why?

Does Dua Lipa count as an influencer since she recently did a collaboration with Apple? 😄 If not, then lately I’ve been hooked on “MomTok” (influencers who are all Mormon and have their own reality show). I definitely wouldn’t get bored with them—it would be a drama-filled, gossip-packed day!