The Effect of Organic Celebrity Endorsements on Small Businesses

This bonus episode is part of the Small Business Podference presented by Dell Technologies. As small business owners themselves, Emma and Julie wanted to put this topic in the context of their usual content: pop culture. In doing so, they examined how organic celebrity endorsements impact small businesses. They started with a discussion of some instances they've noticed themselves, and then got the chance to speak with three small business owners who have been directly impacted by these natural celebrity shoutouts. First, they spoke with Sarah Paiji Yoo, CEO and co-founder of eco-friendly cleaning brand, Blueland. In addition to being a Shark Tank success story, Blueland was notoriously (and organically!) tweeted about by Kim Kardashian West. They spoke to Sarah about the moment she saw that tweet, and the sales increase that transpired as a result of it. They also spoke with Merri Glecker, CEO & Owner of Kashwere - a lifestyle brand very close to Emma's heart - about the boost experienced by being featured on Oprah's favorite things. She recounted the phone call from Oprah, and what transpired in the following months. Lastly, they spoke with Jordan Nathan, Founder & CEO of Caraway Home, about his line of chemical free cookware and how influencer marketing has played into his business. *None of these small businesses paid to be included. They were all thoughtfully selected by Emma and Julie, based on their own fondness for and interest in the products.*

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