Creators Power New Product Launches

Bill O’Dowd, the boss of Dolphin Entertainment, talks about how online creators are reshaping how products reach shoppers.

“We started in the 1990s making TV shows for kids, like “Zoey 101.” Later we watched people use the internet to share ideas and switched focus to marketing for influencers.” – Bill O’Dowd

From TV Kids Shows to Influencer Marketing

• Early Days: Dolphin began as a kids‑TV production company.
• Pivot: Observing the rise of online sharing, the firm shifted to influencer marketing.
• Current Focus: The company helps creators promote brands and works directly with companies to design new products.

Mobile Internet = Democratized Marketing

• Traditional rule: A massive ad budget was needed to get a product known.
• O’Dowd says mobile internet changed this rule: > “Anyone can now share a new item on social media and reach many buyers without huge money.”

Case Study: Susan Yara’s Skincare Line

Dolphin’s Dual‑Role Strategy

• Represent Creators: Find the right influencer for each brand.
• Handle Brand Projects: Design and launch products directly with companies.

“This dual role lets the firm match the right influencer with the right product, creating a cycle that benefits everyone.” – O’Dowd

The Celebrity Influence Shift

• Even big celebrities are turning to influencer roles when they can speak truthfully to their fans.

The Bigger Picture

• The creator economy isn’t just a marketing trend; it has broken old barriers.
• Product launches are now faster, cheaper, and more authentic.
• Companies that adapt to this model can reach consumers directly through people they already trust.