MORNING WALK FIELD NOTES
DISPATCHES FROM OUR WALK
Volume 1.0 - July 2025
At Morning Walk we build performance branding ecosystems. Welcome to our first Field Notes dispatch!
Once a quarter, we’ll come knocking to share learnings from our ongoing journey — exploring brand motion, real-world outcomes, and the big ideas shaping our path.
Join us as we scale the cliffs of the creator economy.
ORIENTATION
we are all creators
Today, everyone’s a creator — and thanks to AI, what was once reserved for a few is now accessible to many. With influencer marketing becoming a $250 billion business, brands are quickly learning that activating creators isn’t just a strategy... it’s a necessity.
According to Goldman Sachs, the creator economy could roughly double to $480 billion by 2027.
Creators are showing the power of “cultural choreography,” organizing ideas for their followers and becoming episodic storytellers. In short: they are adding context and consistency to an unstructured world.
What this means for brands and their partners is clear: we’re all creators now. 💡 📹
FIELD REPORT
makers in motion
2.6M
paid social impressions
Kalahari Resorts collaborated with "Dude Dad" to Get Kalahari'd Away driving 2.6M paid social impressions.
126.6M
impressions
OPTIMA Batteries motorsports athletes aren't just competitors - they're creators driving 4.1M interactions, 73.4M views and 125.6M impressions at events around the world.
Explore more of our social results from Morning Walk’s Q2 wrap report.
POINT OF INTEREST
being brand & creator
Morning Walk’s own Elodi Bodamer embodied the “we are all creators” ethos, developing brand strategy and creating her own content for Kradle.
“In my eyes, being both the brand and the creator is performance branding in action — it’s real-time insight, authentic storytelling and a direct connection with your audience.”
Join Elodi as she takes her journey through the influencer looking glass... because what walk isn’t made better with a four-legged friend in tow? 🐶 🐾
Read “Both Ends of the Leash: Acting as the Brand and the Influencer”