7: How GIFs deliver branding magic: Insights from Kevin Hein, CGO at GIPHY

Marketing Beyond with Alan B. Hart

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26d ago 46:06

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Kevin Hein is the chief growth officer (CGO) at GIPHY. He began his print publishing career with Ziff Davis when print and tech were merging. Here, he learned the fundamentals of strategic selling while working on the PC magazine account. Kevin joined GIPHY in August 2024 and has since been instrumental in transforming GIPHY into a unique platform that connects brands with audiences through messaging. Under his leadership, GIPHY has expanded its advertiser base, introduced innovative ad formats, and positioned itself as a key player in the messaging ecosystem, driving significant revenue growth and delivering exceptional client results.

Kevin joins Alan Hart at South by Southwest (SXSW) to discuss the unique positioning GIPHY offers brands–to become part of cultural conversations in an additive rather than intrusive way. GIPHY's daily reach touches over 1 billion people worldwide, creating a magical moment when users discover the perfect GIF to convey what words alone cannot. GIPHY collaborates with brands to seamlessly integrate their messages into this magic, transforming existing creative, optimizing new ideas, and experimenting in safe, engaging ways that drive organic, long-term results. Kevin explains the collaboration process with GIPHY, why he thinks all brands need to experiment with creativity, and what marketers can learn from innovative online content creators.

Key quote:

“The beauty and the elegance [of] GIPHY is that it’s part of the conversation. It’s not intrusive, it’s additive. It’s a natural extension of what you're talking about.” - Kevin Hein, Chief growth officer, GIPHY

In this episode, you'll learn:

How brands can influence culture without being intrusive
What collaboration looks like with GIPHY
The value of creative experimentation

Key highlights:

[01:20] For the love of car detailing

[02:45] Kevin's path to GIPHY

[05:40] Understanding GIPHY today

[08:48] Where to go when you’re already everywhere

[10:45] What makes GIPHY unique

[13:05] Cut downs and brand collaborations

[16:30] Where dexterity meets data

[19:20] Making magic with Mug Root Beer

[24:50] Investing in safe experimentation

[26:10] An experience that defines you: “It’s just a chapter”

[28:10] Advice to your younger self: Give people space to prove you wrong

[29:55] A topic marketers need to learn more about: AI experimentation

[32:50] Subcultures to follow: Innovative online creators

[39:55] Why experiment when everything is going great

[44:10] Largest opportunity or threat to marketers today: Test and learn

Resources mentioned:

Kevin Hein

GIPHY

GIPHY Studios

GIPHY's daily reach statistic

Mug Root Beer and Mug Root Beer on GIPHY

Waz up Super Bowl Commercial

Justin Flom, magician and YouTuber

Follow the podcast:

Connect with Kevin Hein and GIPHY:

Connect with Alan Hart and Deloitte Digital:

Post-production credits:

Integrity Media Solutions LLC

15 episodes

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