Unlocking the Power of Influencer Marketing

Hi malin! who are you and what do you do? 

Hi! My name is Malin Eklöf, and I work as a Project Manager and PR Consultant at More PR – a PR agency based in Gothenburg (as the name kind of gives away). We're part of More Alliance, a group of 12 agencies under one roof, each specializing in different areas of communication – from PR and events to film production and digital marketing. I’m originally from Linköping, but I’ve been living in Gothenburg for the past six years.

You recently took our Influencer Marketing course. What made you choose this course? 

Influencer marketing is a fast-growing field and has become a key part of the communication and marketing mix. I’ve always seen the value in working with the right profiles, and I wanted to deepen my knowledge to feel even more confident in the strategic side of things – and to gain more practical tools I can use in my everyday work.

What did you take away from the course?

So much! Even though I’ve worked a bit with influencer marketing before, the course gave me a lot of new insights – both strategic and practical. Especially around how to be more intentional when choosing profiles, and how to track and measure the results in a way that shows the real impact. It also gave me new ways of thinking about audience and brand alignment.

What was it like having Ruby Jankkila as your instructor?

Ruby was great. She has a ton of experience, and it’s clear she really knows the field. She shared real-life cases, was generous with her knowledge, and made the course both inspiring and very hands-on.

What did you find the most fun or valuable during the course? 

I really liked the mix of real examples and practical assignments each week. Being able to apply what we learned and then get feedback – both from Ruby and the rest of the group – helped me get into a more strategic mindset quickly. The course was also very interactive and encouraged discussion, which meant we learned a lot from each other too.

Have you been able to apply what you learned? 

Even though it hasn’t been long since the course ended, I’ve already been able to put a lot of it into practice – both strategically and in the day-to-day. It helped me feel more confident when planning influencer campaigns and making sure they’re set up for real impact.

What does a typical workday look like for you?

No two days are the same, which is something I really enjoy. But a regular day might include client meetings, writing, strategy work, media outreach, and planning creative PR activations or campaigns. A nice mix of a bit of everything, really.

What’s the best part of your job?

That it’s creative, varied, and a constant learning experience. I also really enjoy working closely with clients and helping come up with ideas and solutions that actually deliver – whether it’s building a brand, sparking engagement or driving sales.

And the challenges?

Managing lots of things at once and being able to quickly pivot when things change. But honestly, that’s also part of the fun – you learn a lot along the way and constantly develop in your role.

Where do you find inspiration?

I get a lot of inspiration just by keeping up with what’s going on in the industry – both the good and the not-so-good examples can spark ideas. I also pick up a lot from newsletters and social media (you really do absorb more than you think while scrolling). And lately, I’ve started using AI as a sounding board – it’s kind of like having an extra creative colleague to bounce ideas with.

Do you have a career tip you’d like to share?

Stay curious and ask questions – even if you think you should already know the answer. Curiosity really goes a long way, no matter where you are in your career.

What would you say to someone considering taking this course?

Go for it! Whether you’re new to influencer marketing or want to sharpen your existing skills, this course is packed with strategy, practical tools and loads of inspiration – plus the opportunity to exchange ideas with both Ruby and the other course participants.