We’re excited to introduce you to the always interesting and insightful Cameron Lee. We hope you’ll enjoy our conversation with Cameron below.

Cameron, looking forward to hearing all of your stories today. We’d love to hear from you about what you think Corporate America gets wrong in your industry and why it matters.

What most people may not know about me is that I worked in PR/Marketing in corporate America for over 10 years before making a transition to the realm of content creation. Today, I run my own creative PR/Marketing Agency, granting me a unique trifecta of experience—brand side, agency side, and content creator side.

In the ever-evolving landscape of influencer marketing, many companies fixate not on the artistry of content or the authenticity of followers, but rather on the sheer quantity of followers or the nebulous metric of “engagement”. Both of these metrics can be artificially inflated at a minimal cost.

I’ve encountered countless rejections for potential collaborations, not because of the caliber of my content or the authenticity of my followers, but solely due to my follower count. My followers encompass a diverse spectrum, including influential editors, seasoned publicists, TV personalities, reputable travel agents, trendsetting influencers, and tastemakers. Even more importantly, a significant portion of my audience boasts substantial disposable income, ready to indulge in luxury goods, and those people normally do not engage with content, they silently observe and remember.

A shining example would be my stay at Airelles Château de Versailles—a luxury hotel within the Palace of Versailles, where room rates kick off at €2,000 per night and the suite I stayed in was €15,000 per night. After my stay, I drove many people to book stays at the hotel, many have reached out to me to thank me for putting the place on their radar. It epitomized the essence of partnering with a brand that values quality over quantity, where the emphasis lies on the quality of my work and the caliber of my following rather than a mere headcount of followers.

Regrettably, many companies stumble by entrusting influencer collaborations to junior staff members lacking the depth of brand experience. Consequently, these individuals often default to the simplistic metrics of follower count and engagement rate—metrics that can be artificially manipulated by influencers.

The pivotal shift required in the industry narrative is one that champions quality over quantity. I frequently host workshops and participate in panels discussing social media branding and influencer marketing, tirelessly advocating for this paradigm shift. In the end, it’s the quality of connection that truly matters in the world of influencer marketing.

Cameron, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Growing up in Los Angeles, I’ve pretty much checked off all the boxes for the quintessential LA experiences. You know, the glitz, the glamour, and all that jazz. I managed to get into the Screen Actors Guild (SAG) while I was still in high school. Acting was my thing, and I kept at it while I was studying Advertising Communication at Pepperdine University. But, life had other plans, and I decided to step away from acting shortly after college. Well, it turned out that opportunities for Asian actors were pretty scarce, and I wanted to put my degree to good use.

My first job out of college landed me in entertainment marketing at a cable TV network. From there, I jumped into the world of skincare marketing, which was a whole new adventure. Eventually, I found myself diving headfirst into the world of fashion/retail PR at Neiman Marcus, where I spent around five years of my life.

During my time at Neiman Marcus, I found myself working with influencers quite a bit, and I started noticing a big shift in the media industry. The irony is that this all began as a bit of a joke. I was getting frustrated working with influencers who didn’t quite get how to deliver what brands really needed. So, I had this wild thought – what if someone tackled this influencer thing from a business perspective? How far could they go? Well, as it turns out, that wild thought changed my career path.

I started dabbling in content creation on the weekends and even used my precious vacation time to capture some awesome travel content. Two years down the line, I decided to do something bold. I waved goodbye to the corporate world and kicked off my very own creative PR/Marketing agency, OWC Media Inc.

At OWC Media Inc, I serve up a mix of traditional PR and Marketing with a twist. My main specialty is building partnerships, and that can be between brands or brands and content creators. I also run all my influencer business under my agency which you can see on my instagram – www.instagram.com/thecameronlee .

What sets me apart? Well, I’ve got this unique trifecta of experience. I can create content, jump right into it, and also run the whole campaign from the business side. In addition, I also do workshops and  speaking engagements  on social media branding and influencer marketing. I’ve spoken at Pinterest in the UK and was also on a panel discussion for META.

You’ve probably seen those teens and twenty-somethings on TikTok and Instagram selling marketing programs or influencer marketing services and courses. They’re all talented and super up-to-date with the social media scene, but trust me, they often don’t have the skillsets to handle the business side of things, especially when big brands are in the mix. I’ve seen it with my own eyes how they fail at talking business.

On the creative side of my agency, I shoot social media content for brands to use on their social media, with a focus on luxury travel and brands. But here’s where I do things a bit differently- While most influencers make themselves the stars of the show at a hotel or a picturesque destination, I like to let the place shine. I’m just there to add a little extra flavor to the mix, keeping the spotlight firmly on the hotel or the destination.

I often articulate my aspiration as the pursuit of capturing dreams, so if you go on my instagram, you can see that I always try to capture dreamy images or put together reels that trigger some type of feeling or emotion. I’m a perfectionist, I stand by everything I create. Sure, there have been times when brands put the squeeze on my creativity, but I’m learning to roll with the punches when the job calls for it.

As I’ve journeyed through this wild ride, I’ve met some incredible folks in the space. Connecting with them has been the cherry on top of this wild adventure. And my passion for crafting meaningful and impactful content continues to fuel my journey forward.

Can you share a story from your journey that illustrates your resilience?

When I first dipped my toes into the world of content creation while still juggling my 9-5, I found myself on the receiving end of some serious hate from friends and acquaintances. Let’s be real, it bothered me. It was like getting hit with a bucket of ice-cold water right at the start of my journey. I had a chorus of naysayers, and one of them was a close friend. This guy would rain negativity down on me, constantly talking about how pointless social media is and how it was going absolutely nowhere. I’d tell him I was dragging myself out of bed at the crack of dawn on weekends to shoot content, and his response would be – “Why? It’s never going to amount to anything.”

When I started to take it seriously, I invested my money in buying a professional camera, and spent money on trips to go to different countries with the intention of shooting travel content. It got to the point where I even brought in a tax expert who specializes in working with content creators to help me navigate the financial side of this newfound gig, and I even incorporated my business. Naturally, I told him all the exciting moves I was making. And what did he say? – “Why are you doing all that? This is just a hobby that’s going absolutely nowhere.” That was the final straw for me.

I decided to hit pause on that friendship, and funnily enough, right after I got profiled in the Washington Post as an influencer, he unfollowed me on Instagram.

This guy used to be one of my closest friends. If I had soaked up all his negativity like a sponge, I might have called it quits on what’s now my full-blown career. Lesson learned: not everyone in your corner actually wants to see you shine. Sometimes, you’ve got to cut the anchor and let go of the people who aren’t marching alongside you on your journey.

So, for all you out there chasing your dreams, hear me out: trust your gut, drown out the haters, and remember, the only one who can truly hold you back is that face in the mirror staring back at you every morning.

Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.

Absolutely, I firmly believe in the incredible adaptability and hidden talents that people possess. It’s like, you can have an accountant who is an incredible dancer or a model who’s also a tech wizard. The whole idea of pigeonholing people into neat little boxes just doesn’t sit right with me.

I made the bold leap from the corporate world to follow my creative calling, and you’d think people would be cheering me on, But no, there are still some people who knew me from my previous corporate marketing and PR jobs, and they just can’t take me seriously as a content creator. It’s wild, even though I’ve been featured by the likes of CNN Travel, Forbes Travel Guide, The Washington Post, Business Insider, and more. It’s like no matter how high you climb, some non-creative types just can’t wrap their heads around the idea that you can be good at something completely different.

This kind of thinking, I believe, holds a lot of people back from dreaming big and going after what they really want in life. It’s a shame, really. But for those of us who dare to break the mold and chase our dreams, the sky’s the limit.

Contact Info:

• Website: http://www.outwithcameron.com/
• Instagram: https://www.instagram.com/thecameronlee/