Behind the Numbers: an EMARKETER Podcast The New Creator Video Play: Moving From Shorts to CTV | Behind the Numbers Special Edition
Mar 12, 2026
Nicole Marcus, manager of influencer strategy at Dick's Sporting Goods who builds long-term ambassador storytelling, and Allison O'Keefe, senior manager of influencer and creator marketing at Best Buy who integrates creators into CTV and product campaigns. They discuss packaging creator video for big screens, shaping program cadence, measuring ROI, ensuring brand safety, and stretching creator-led moments across sports and TV.
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Right Partner Right Product Timing
- Best Buy pairs the right partner with the right product at the right time rather than using a one-size-fits-all influencer strategy.
- They prioritize storytellers across tiers (micro to mega) who naturally love tech and can flex between product categories like gaming, lifestyle, and back-to-school.
Use Always On Creator Programs
- Build creator programs for always-on relationships with affiliate links and storefronts to identify top creators for larger partnership opportunities.
- Use a loose partnership framework tied to tentpoles and replan per campaign with creative and media partners.
Dick's Varsity Team Ambassador Case Study
- Dick's Sporting Goods created a year-long Dick's Varsity Team ambassador program with athletes, Olympians, NIL talent and coaches to build an internal roster.
- The program received 11,000 applicants and will vet down to ~50–60 long-term partners used across campaigns and media.