The discussion: The maturity of social media within marketing means it is one of the most important components of a company’s ongoing external communications - so in the age of creators, where are we now? Can and how can brands be built using social media as the main channel to drive awareness and tap the creator economy in the process?
Leila Fataar's key take-away: A cultural first approach to brand building means the right social strategy is integrated and not a performance-only bolt on.
She also shared what it took internally to do culturally relevant work with topline case studies from her time brand side: adidas - the re-release of Stan Smith and Diageo ‘Only one Captain Morgan’ with Captain Morgan and how we work with brands like Dr. Martens through Platform13 to explain what that meant.
Photo: Alexandra Khan