“I call her [Paris] the creative life force . . . She is the heart of what we do, who we do it with, and why she built this company with the vision of sparking joy and inspiration and really elevating women and girls.”
— Krystal Hauserman

Paris Hilton is globally recognized as a celebrated business woman, socialite, model, actress, singer, and DJ. Today, she is increasingly defined by her role as an influential media personality and entrepreneur, founding her company 11:11 Media, and inspiring young women to dream big and dare to act. To dive deep into the extraordinary evolution of Paris Hilton and the exciting future of her brand, we sat down with Krystal Hauserman, CMO of 11:11 Media.

With over 13 years of experience, Krystal has built and scaled global marketing teams for hyper-growth startups and industry leaders including Fullscreen, Evil Geniuses and WarnerMedia. She has helped the NBA reinvent itself for a Gen Z audience, and crafted innovative campaigns for some of the world's best brands including Google, Facebook, Snap, Lyft, Red Bull, Sony, HBO Max, DC, and more. In 2022, Krystal achieved another milestone by securing a Super Bowl commercial of the EG brand in the global campaign spot for Bud Light NEXT.

Krystal's outstanding contributions to the field has led to her to be recognized as Forbes Top 50 Entrepreneurial CMO 2023, Brand Innovators Industry Innovator 2022, Business Insider CMO to Watch 2022, and 5x Cannes Lions shortlist.

Check out the key takeaways of this episode or the transcript below to unveil Paris Hilton's journey and the future of 11:11 Media.

• The Evolving Landscape of Creators and Consumers - When it comes to the creator economy, it can often seem like there are more creators than consumers. Brands understand that consumers nowadays are constantly on their phones. But when it comes to creators, it's important for brands to pick authentic collaborations that are true to the person's interests and passions.

• Transforming Paris Hilton into a Multifaceted Brand - When Krystal joined 11:11 Media, she took on the challenge of transforming Paris Hilton from an iconic celebrity into a multifaceted brand. Today, 11:11 Media has evolved into a thriving media and consumer products powerhouse, expanding its reach across film, television, and audio. With three podcasts already in their repertoire and an announcement on the horizon, 11:11 Media’s offerings continue to grow. On the consumer products front, they boasted nineteen product lines last year alone. Notably, Paris Hilton's fragrances have amassed an astounding $4 billion in sales over the past two decades. The brand also ranks as the number one new cookware collection on Amazon, and is continuing to make strides in the gaming world and metaverse.

• From Movie Star to Business Mogul - More and more Hollywood stars are using their fame, fan-base, and personal brand to build businesses and empires. Paris Hilton is a prime example of a celebrity who has turned herself into a brand and is now expanding her influence even further. This entrepreneurial path is a natural progression for celebrities who already have a strong understanding of branding and business in order to succeed.

• The Future of Consumer Engagement - Individuals and brands have a lot of opportunities to leverage advertising, marketing, and media. Take live shopping for example, which enables people to seamlessly connect content with commerce. It presents a tremendous opportunity for individuals to engage with brands and make purchases in real time. Ongoing digital expansion also opens up exciting possibilities for loyalty programs. Token-based loyalty programs powered by blockchain offers an enticing prospect for both consumers and brands.