# https://influence.digital llms-full.txt ## Influence Digital ## Social Media Marketing Agency ### Social Media Marketing Agency # We are Influence Digital. Award-winning creative & performance marketing agency. UK-based experts in social media and digital We are here to [make a difference](https://influence.digital/about) #### Social Media Agency based in London. Experts in digital marketing, creative and advertising. Entertainment, Music, Brands, NGO, Travel. Founded in 2009 as the leading social agency for the music industry, we quickly expanded into a versatile digital marketing agency, now serving a diverse array of sectors. Whilst Music, Film, Entertainment, and Culture continue to be our core passion, we're equally skilled in Travel, Technology, Non-Profits, and Consumer Brands. This breadth of experience gives us a unique insight into the digital landscape and its ever-evolving dynamics. Our team of over 50 digital specialists brings unmatched expertise in creating campaigns that truly stand out. Driven by Insight and Strategy, and with a strong focus on Creative and Performance Marketing, we know how to deliver impactful results. ## Our Work / Portfolio - All Projects - Strategy - Advertising - Creative - Community - Influencers - Development [Science Museum](https://influence.digital/portfolio/splendid-dreams-a-bold-creative-campaign) ![Bold Creative for 'Splendid Dreams'](https://influence.digital/storage/01K0C1QNZZ7E40N1X5SP16XP67.jpg) Bold Creative for 'Splendid Dreams' [Faithless](https://influence.digital/portfolio/a-bespoke-microsite) ![Faithless Memories](https://influence.digital/storage/01JK8V5PCD1RKTT28WXV14CX34.png) Faithless Memories [eOne Films](https://influence.digital/portfolio/our-best-in-class-paid-campaign-for-eone) ![Smashing Ticket Sales for The Woman King](https://influence.digital/storage/01JJMDFCEA4QC678A0MK5V70SF.jpg) Smashing Ticket Sales for The Woman King [ASDA](https://influence.digital/portfolio/cook-by-asda-a-social-first-production) ![A Social-first Shoot for Cook! By ASDA](https://influence.digital/storage/01JEP2Y79S9WCD52EV8WFPH1EB.jpg) A Social-first Shoot for Cook! By ASDA [Science Museum](https://influence.digital/portfolio/an-other-worldly-campaign-for-the-science-museum) ![Science Fiction](https://influence.digital/storage/01J0KZSGRAQBXJMXHRCNHPG4RR.jpg) Science Fiction ![Engineering, But Make It Interesting: The RS BAU Story](https://influence.digital/storage/01K7S93QB65R6FWYYYZMY9JHA3.jpg) Engineering, But Make It Interesting: The RS BAU Story [RS Group](https://influence.digital/portfolio/rs-think-hub-a-smarter-speedier-solution-for-engineers) ![A Smarter, Speedier Solution for Engineers](https://influence.digital/storage/01JERVHE39MZP751PXEHJGDPD4.jpg) A Smarter, Speedier Solution for Engineers [Backyard Cinema](https://influence.digital/portfolio/a-creative-christmas-refresh-for-backyard-cinema) ![A Christmas Rebrand](https://influence.digital/storage/01JX2QRSYJXX1PKZQWWT2BXV8P.jpg) A Christmas Rebrand ![Social Team](https://influence.digital/storage/01J1SMVK7WR3ZX8F862PF3XKVR.jpg) We are difference makers![Star](https://influence.digital/assets/media/icons/noun-4633734.svg)![World](https://influence.digital/assets/media/icons/noun-6562093.svg) We are proud to have a team of digital experts and sector specialists that live and breathe our values of openness, impactfulness, curiosity and collaboration. This in turn helps us to act as an extension of our clients' teams and become more than just an agency. It's our people that make the difference. [Get In Touch](https://influence.digital/contact) ## Our Blog / Industry News - All - Marketing - Social Media [The Evolving Landscape of Google Search](https://influence.digital/posts/the-evolving-landscape-of-google-search) ![The Evolving Landscape of Google Search](https://influence.digital/storage/01KADYY7PXXDWNS1E9QAPEEWJY.jpg) [Have We Passed Peak Social Media?](https://influence.digital/posts/have-we-passed-peak-social-media) ![Have We Passed Peak Social Media?](https://influence.digital/storage/01K9SMQC9JGDCYS2BBQASJ5BBE.jpg) [Cutting Through the Noise](https://influence.digital/posts/recent-standout-creative-campaigns) ![Cutting Through the Noise](https://influence.digital/storage/01K6NA1E61MHF9ZM1NND63SHAJ.jpg) [Creative Trends to Keep an Eye On](https://influence.digital/posts/creative-trends-to-keep-an-eye) ![Creative Trends to Keep an Eye On](https://influence.digital/storage/01K5EHS9X3W48HNSG4E7XNXASW.jpg) [Taylor Swift, Social Media, and the Illusion of Relevance](https://influence.digital/posts/taylor-swift-social-media-and-the-illusion-of-relevance) ![Taylor Swift, Social Media, and the Illusion of Relevance](https://influence.digital/storage/01K3TRQGBCGY8XP7VN3HX06XZ4.jpg) [Vibe Capital](https://influence.digital/posts/vibe-capital-why-atmosphere-has-become-the-new-festival-headliner) ![Vibe Capital](https://influence.digital/storage/01K24HGQ8R68Z5CS8R8X37XN4W.jpg) [Advertising Trends in 2025](https://influence.digital/posts/advertising-trends-2025) ![Advertising Trends in 2025](https://influence.digital/storage/01K1WRRZVTX9G3XJX41A2TS4MF.jpg) [Cowboy Core](https://influence.digital/posts/is-cowboy-core-timeless-1) ![ Cowboy Core](https://influence.digital/storage/01K10WHY907DVAPF5HJY9BSE8K.jpg) [Gen Z vs. The Funnel](https://influence.digital/posts/gen-z-vs-the-funnel) ![Gen Z vs. The Funnel](https://influence.digital/storage/01JZT7DJSCEDMCWEMMFASAZ91S.jpg) ## Contact Us # Contact us Reach out and let’s explore how we can collaborate. We want to partner with brands, organisations, and agencies that share our values and recognise the impact we strive to make. People are at the core of our work, and our aim is to build lasting relationships. However, we also understand that sometimes you just need someone who can deliver results efficiently, and our agile approach ensures we can make that happen. ## Industry News # Blog ![](https://influence.digital/assets/media/icons/noun-4633734.svg)![](https://influence.digital/assets/media/icons/noun-6562093.svg)Discover trends, news and opinion pieces - All - Marketing - Social Media [The Evolving Landscape of Google Search](https://influence.digital/posts/the-evolving-landscape-of-google-search) ![](https://influence.digital/storage/01KADYY7PXXDWNS1E9QAPEEWJY.jpg) AI, images and voice are changing how people search November 19th, 2025 [Have We Passed Peak Social Media?](https://influence.digital/posts/have-we-passed-peak-social-media) ![](https://influence.digital/storage/01K9SMQC9JGDCYS2BBQASJ5BBE.jpg) A new phase of social media November 11th, 2025 [Cutting Through the Noise](https://influence.digital/posts/recent-standout-creative-campaigns) ![](https://influence.digital/storage/01K6NA1E61MHF9ZM1NND63SHAJ.jpg) Creative campaigns we're loving right now October 3rd, 2025 [Creative Trends to Keep an Eye On](https://influence.digital/posts/creative-trends-to-keep-an-eye) ![](https://influence.digital/storage/01K5EHS9X3W48HNSG4E7XNXASW.jpg) A look at the design ideas that are inspiring our Creative Studio September 19th, 2025 [Taylor Swift, Social Media, and the Illusion of Relevance](https://influence.digital/posts/taylor-swift-social-media-and-the-illusion-of-relevance) ![](https://influence.digital/storage/01K3TRQGBCGY8XP7VN3HX06XZ4.jpg) Taylor Swift has been on a whirlwind recently August 29th, 2025 [Vibe Capital](https://influence.digital/posts/vibe-capital-why-atmosphere-has-become-the-new-festival-headliner) ![](https://influence.digital/storage/01K24HGQ8R68Z5CS8R8X37XN4W.jpg) Why atmosphere has become the new festival headliner August 8th, 2025 [Advertising Trends in 2025](https://influence.digital/posts/advertising-trends-2025) ![](https://influence.digital/storage/01K1WRRZVTX9G3XJX41A2TS4MF.jpg) Insights from Google's Gemini and beyond August 5th, 2025 [Cowboy Core](https://influence.digital/posts/is-cowboy-core-timeless-1) ![](https://influence.digital/storage/01K10WHY907DVAPF5HJY9BSE8K.jpg) Is it timeless? July 25th, 2025 [Gen Z vs. The Funnel](https://influence.digital/posts/gen-z-vs-the-funnel) ![](https://influence.digital/storage/01JZT7DJSCEDMCWEMMFASAZ91S.jpg) How Gen Z broke the marketing funnel July 10th, 2025 [Why LinkedIn’s CEO Video Boom Is Just the Beginning](https://influence.digital/posts/why-linkedins-video-boom-is-just-the-beginning) ![](https://influence.digital/storage/01JYNRM4ZZF0KGF9MBWN9HYRQC.jpg) Bold, clear, human voices win June 20th, 2025 [Reclaiming the right to Escapism](https://influence.digital/posts/the-rise-of-booktok-and-the-romantasy-genre) ![](https://influence.digital/storage/01JXMQ03Z4Z47V4P6QAB7H9YFS.jpg) The rise of bookTok and the romantasy Genre June 13th, 2025 [The Ordinary Highlights The Price Of Celebrity Endorsements](https://influence.digital/posts/the-price-of-celebrity-endorsements) ![](https://influence.digital/storage/01JWPB8KDJKRM9YG9TFPB9K503.jpg) The skincare brand’s installation piles up the cash June 1st, 2025 [Must-Know Gen Alphabetic Slang](https://influence.digital/posts/must-know-gen-alpha-slang) ![](https://influence.digital/storage/01JTR2M1YQN1TM28WQWA5FWNGN.jpg) A guide to the internet’s youngest (and weirdest) dialect May 6th, 2025 [Why Brands Should Take YouTube More Seriously](https://influence.digital/posts/why-brands-should-take-yt-more-seriously) ![](https://influence.digital/storage/01JT0CVAJ8WWVN3H609HSMDFJ2.jpg) For a platform with over 2.7 billion monthly users and 20 years of existence, YouTube still feels oddly overlooked by brands April 24th, 2025 [Our Senior Strategist's \"Frameworks for the Self\"](https://influence.digital/posts/senior-strategists-frameworks-for-the-self) ![](https://influence.digital/storage/01JRG98TE3ESWHDHEH7WVZNKT1.jpg) Reflections on finding clarity through strategic models April 10th, 2025 [The Return of 'Share a Coke'](https://influence.digital/posts/the-return-of-share-a-coke) ![](https://influence.digital/storage/01JQVBSVW20KPRB8H4VD4MH099.jpg) Coca-Cola’s iconic campaign returns with digital features and nostalgia April 2nd, 2025 [Meta Introduces AI-Generated Comments on Instagram](https://influence.digital/posts/metas-ai-generated-comments-on-instagram) ![](https://influence.digital/storage/01JPWHEFD3RJMSXFG1YHXDSW28.jpg) Is this the beginning of a new era engagement? March 21st, 2025 [Stop The Scroll: TikTok and Meta's Interactive Ad Add-Ons](https://influence.digital/posts/tiktok-and-metas-interactive-ad-add-ons) ![](https://influence.digital/storage/01JPATFRBS701JGT9QGN2XGXVG.jpg) Social media ads are getting smarter March 14th, 2025 [In the Name of the Moon](https://influence.digital/posts/the-creator-strategy-behind-sailor-moon-the-super-live) ![](https://influence.digital/storage/01JNNMR9SFY4GEJC6VXPK8F781.jpg) The creator strategy behind Sailor Moon: The Super Live March 7th, 2025 [The Risks of PLT's Rebrand](https://influence.digital/posts/the-risks-of-plts-rebrand-1) ![](https://influence.digital/storage/01JNNQXFKG4XTY97XJSV0YDST6.jpg) From bubblegum pink to high-end chic March 6th, 2025 [Influence Digest](https://influence.digital/posts/influence-digest-the-silent-patient-by-alex-michaelides) ![](https://influence.digital/storage/01JMMG9CTP3BEB5A1CSWDX8WZE.jpg) The Silent Patient by Alex Michaelides review February 25th, 2025 [Why Is Everyone Wearing Brown?](https://influence.digital/posts/why-is-everyone-wearing-brown) ![](https://influence.digital/storage/01JKZKBD83XCKQNXQNENSWEM65.jpg) How colour trends reflect our reality February 13th, 2025 [The Power of Storytelling in a Modern Age: Why Authentic Presenters and Creators Matter](https://influence.digital/posts/the-power-of-storytelling-in-a-modern-age) ![](https://influence.digital/storage/01JKGN6J5VA13VR7KZBDYE54WZ.jpg) There’s a genuine quality that separates great presenters from those who are just okay February 7th, 2025 [Social Media Growth vs Personal Growth](https://influence.digital/posts/social-media-growth-vs-personal-growth) ![](https://influence.digital/storage/01JJW206G5BAJHGAXK7EWT7EP1.jpg) How social media is challenging the \"new year, new me\" mindset January 30th, 2025 [Beyond The Screen](https://influence.digital/posts/beyond-the-screen-the-art-of-sensory-marketing) ![](https://influence.digital/storage/01JJS5RWSFKC530A135ANEJ6PT.png) How sensory marketing turns products into experiences January 29th, 2025 [The 1% Mindset](https://influence.digital/posts/the-1-mindset-lessons-from-steven-bartletts-diary-of-a-ceo) ![](https://influence.digital/storage/01JJ4YA01JWBKG3MDQ73D1MMEM.jpg) Lessons from Steven Bartlett's diary of a CEO January 22nd, 2025 [Heineken 0.0 Reasons Needed Campaign](https://influence.digital/posts/heineken-00) ![](https://influence.digital/storage/01JHJX3VTWZ848BMPMSQE3WRV6.jpg) New campaign fights stigma January 14th, 2025 [Bumble x Amelia Dimoldenberg](https://influence.digital/posts/bumble-x-amelia-dimoldenberg) ![](https://influence.digital/storage/01JH5TMEKRH029D5422DREW6CH.jpg) A fresh take on online dating January 9th, 2025 [The Evolution of Spotify Wrapped](https://influence.digital/posts/the-evolution-of-spotify-wrapped) ![](https://influence.digital/storage/01JFJ87D2DVAFA997Z4TDWR8RP.png) From simple recap to cultural moment December 20th, 2024 [Influence Digital Christmas Party](https://influence.digital/posts/influence-digital-christmas-party) ![](https://influence.digital/storage/01JEXCSJZ5HC53YRF46D1GM7PX.jpg) Here’s a glimpse into some of the highlights for our Christmas party December 12th, 2024 ## Digital Strategy Services # Services # Our Services What sets us apart is our unique approach to strategy, rooted in our ethos of ‘Making a Difference.’ We see ourselves as an extension of our clients’ teams, adopting an empathy-first mindset and audience-first approach in everything we do. This delivers the best value and the best results. - Strategy - Advertising - Creative - Community - Influencers - Development ## We make a difference We see ourselves as a lighthouse, guiding our team and clients away from pitfalls and steering them toward the right direction. Ensuring that every idea is driven by clear objectives, goals and innovation, whilst also being ethical, value-led, and inclusive. We believe that doing the right thing leads to the best outcomes, and the best work stems from the best strategy. Our commitment to strategy goes beyond our services - it's woven into the very fabric of our agency. From creative to social, paid media, talent and development, every deliverable is grounded in strategic thinking. [See the work](https://influence.digital/work)![](https://influence.digital/storage/01J8Q93T133DTWWWRMG6D9YKCJ.jpg) All of our paid media efforts are expertly planned and executed by our in-house digital buying specialists. With extensive experience across campaigns of all sizes, targeting both broad and niche audiences, we tailor our strategies to meet diverse business objectives throughout the funnel. Each paid media strategy is crafted through thorough research, valuable insights, and practical experience. We stay laser-focused on your business objectives, ensuring our campaigns deliver measurable results that contribute to tangible business outcomes. [See the work](https://influence.digital/work)![](https://influence.digital/storage/01J8Q91QWEYTKN71X7MEDZYPG6.jpg) All of our creative work is the result of true collaboration. We’re a team that goes beyond just creatives, bringing together diverse perspectives on every project to craft concepts that consider every angle, delivering best-in-class results. Creative development and production are about creating assets that tell your brand story in a compelling and engaging way. Whether it’s film, photography, or animation, we ensure that each piece of content aligns perfectly with your narrative, enhancing every part of your story. [See the work](https://influence.digital/work)![](https://influence.digital/storage/01J8Q926XTYBXR3SXX9D1Z9JY1.jpg) We recognise the powerful impact a strong community can have in boosting engagement and driving business goals. Our experienced in-house team is equipped to help you establish a thriving community, manage it daily (including engagement, moderation and customer service), develop growth initiatives (such as content, competitions and activations), and provide guidance on technological integration. [See the work](https://influence.digital/work)![](https://influence.digital/storage/01J8Q92PN4Z6H2QE21KS9XCHVH.jpg) The definition of an influencer varies for each brand or organisation. Our goal is to connect brands with their audiences in authentic and engaging ways, ensuring the most effective approach. We provide guidance on everything from selecting the right talent to developing supporting content strategies. Ultimately, we help clients connect with the ideal influencers to achieve their campaign objectives, showcasing the value and insights that a successful influencer campaign can deliver. [See the work](https://influence.digital/work)![](https://influence.digital/storage/01J8Q94TC3JMXA87HHXYH5CSGE.jpg) We believe technology should be a force for positive change. We’re committed to using both new and existing technologies to create bespoke solutions that defy expectations. By collaborating with our partners, we maximise the potential of AI, AR, NFTs, OpenSource, and more. Whether it’s a website, app, integration, or something entirely new, we work together to bring it to life. As development solution providers, we focus on using technology in ways that truly make a difference. [See the work](https://influence.digital/work)![](https://influence.digital/storage/01J8Q937M6BPAEN71HF9D4EFXQ.jpg) ![](https://influence.digital/assets/media/services_v2.jpg) [![](https://influence.digital/assets/media/icons/noun-6562093.svg)\\\\ \\\\ Strategy & Planning\\\\ \\\\ - Strategy Consultancy\\\\ - Audience Insights\\\\ - Surveys/ Focus Groups\\\\ - Strategic Planning\\\\ - Brand Strategy\\\\ - Social Media Strategy\\\\ - Channel & Content Strategy\\\\ - Planning Workshops](https://influence.digital/services/strategy) [![](https://influence.digital/assets/media/icons/noun-4633734.svg)\\\\ \\\\ Creative\\\\ \\\\ - Creative Direction and Campaign Concepting\\\\ - Animation and Motion Graphics\\\\ - Video Creation and Editing\\\\ - Graphic Design\\\\ - Content Creation and Capture\\\\ - Branding and Art Direction\\\\ - Shoot Production](https://influence.digital/services/creative) [![](https://influence.digital/assets/media/icons/noun-6562093.svg)\\\\ \\\\ Development\\\\ \\\\ - Website Development\\\\ - Analyses\\\\ - UX/UI Design\\\\ - Website Audit\\\\ - SEO Check\\\\ - Hosting, Cloud Services\\\\ - API/CRM Integration\\\\ - WP Maintenance\\\\ - 3D Games/Contests\\\\ - Testing](https://influence.digital/services/development) [![](https://influence.digital/assets/media/icons/noun-4633734.svg)\\\\ \\\\ Paid Media\\\\ \\\\ - Digital Paid Media Strategy and Buying\\\\ - Paid Social\\\\ - PPC\\\\ - Programmatic Display\\\\ - Digital Out of Home\\\\ - CRM\\\\ - CTV & VOD](https://influence.digital/services/paid-media) [![](https://influence.digital/assets/media/icons/noun-6562093.svg)\\\\ \\\\ Influencers\\\\ \\\\ - Talent Outreach\\\\ - Influencer Approach\\\\ - Identification & Mapping\\\\ - Contracting\\\\ - Content Development\\\\ - Engagement\\\\ - Reporting](https://influence.digital/services/influencers) [![](https://influence.digital/assets/media/icons/noun-4633734.svg)\\\\ \\\\ Community\\\\ \\\\ - Social Media Channel Management\\\\ - Community Management\\\\ - Brand Tone\\\\ - Channel Growth\\\\ - Content Planning\\\\ - Optimisation](https://influence.digital/services/community) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ## Hear it from our clients... Outstanding Agency! I've been working with Influence Digital and they consistently impress. Their expert team, clear communication, and innovative approach make them invaluable partners. Highly recommend!**Alvaro Lopez** Primavera Sound Across Paid Social and Creative, ID are experts in their field. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.**Chris Besseling** eOne Films From straightforward project management and scheduling to more creative ideas, Influence Digital are flexible, innovative and adaptable. I am always grateful for the support and incredible experience.**Niko Michault** Push Music Management It has been the biggest pleasure to work with Influence Digital, both as a team and also as individuals. They’ve felt like an extension of our team and I’m so grateful for it. What I especially appreciate is their ongoing motivation to make things better. They’ve set a very high benchmark for me.**Sophie Rix** Prince's Trust We were very fortunate to have had Influence Digital involved in promoting the P!nk Summer Carnival 2023 shows in the UK. They managed the campaign throughout and ensured we achieved the results we were after. It is always a great pleasure to work with the talented Influence Digital team.**Ben Martin** Marshall Arts Influence Digital have a fantastic and dynamic team who truly understand their client’s needs. Having worked with a number of agencies, it’s great to come across one who genuinely feels like they’re part of your team. They’re highly collaborative and ultimately get things done and deliver results.**Tom Noeding** RS Group Influence were and continue to be paramount to the success of a number of projects across the ATC roster. They are brilliant creative thinkers, always on the ball, understanding of the artist's vision and a joy to work with.**Jai Shaw** ATC Management Influence Digital has really helped us reach our digital marketing goals. They are experienced, attentive and effective, and have proven to be an important asset in our organisation.**Naoise Kavanagh** Jigsaw Influence Digital have been a crucial part of the Anjunabeats and Above & Beyond story for over 15 years, and we hugely appreciate the cutting edge expertise and sage advice they have given us during that time.**Tony McGuinness** Above & Beyond ❮ ❯ ## Influencer Marketing Services # Services ## Influencers The definition of an influencer varies for each brand or organisation. Our goal is to connect brands with their audiences in authentic and engaging ways, ensuring the most effective approach. We provide guidance on everything from selecting the right talent to developing supporting content strategies. Ultimately, we help clients connect with the ideal influencers to achieve their campaign objectives, showcasing the value and insights that a successful influencer campaign can deliver. [See the work](https://influence.digital/work)![](https://influence.digital/storage/01J8Q94TC3JMXA87HHXYH5CSGE.jpg) ![](https://influence.digital/assets/media/services_v2.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ## Hear it from our clients... Outstanding Agency! I've been working with Influence Digital and they consistently impress. Their expert team, clear communication, and innovative approach make them invaluable partners. Highly recommend!**Alvaro Lopez** Primavera Sound Across Paid Social and Creative, ID are experts in their field. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.**Chris Besseling** eOne Films From straightforward project management and scheduling to more creative ideas, Influence Digital are flexible, innovative and adaptable. I am always grateful for the support and incredible experience.**Niko Michault** Push Music Management It has been the biggest pleasure to work with Influence Digital, both as a team and also as individuals. They’ve felt like an extension of our team and I’m so grateful for it. What I especially appreciate is their ongoing motivation to make things better. They’ve set a very high benchmark for me.**Sophie Rix** Prince's Trust We were very fortunate to have had Influence Digital involved in promoting the P!nk Summer Carnival 2023 shows in the UK. They managed the campaign throughout and ensured we achieved the results we were after. It is always a great pleasure to work with the talented Influence Digital team.**Ben Martin** Marshall Arts Influence Digital have a fantastic and dynamic team who truly understand their client’s needs. Having worked with a number of agencies, it’s great to come across one who genuinely feels like they’re part of your team. They’re highly collaborative and ultimately get things done and deliver results.**Tom Noeding** RS Group Influence were and continue to be paramount to the success of a number of projects across the ATC roster. They are brilliant creative thinkers, always on the ball, understanding of the artist's vision and a joy to work with.**Jai Shaw** ATC Management Influence Digital has really helped us reach our digital marketing goals. They are experienced, attentive and effective, and have proven to be an important asset in our organisation.**Naoise Kavanagh** Jigsaw Influence Digital have been a crucial part of the Anjunabeats and Above & Beyond story for over 15 years, and we hugely appreciate the cutting edge expertise and sage advice they have given us during that time.**Tony McGuinness** Above & Beyond ❮ ❯ ## Strategic Services # Services ## Strategy & Planning We see ourselves as a lighthouse, guiding our team and clients away from pitfalls and steering them toward the right direction. Ensuring that every idea is driven by clear objectives, goals and innovation, whilst also being ethical, value-led, and inclusive. We believe that doing the right thing leads to the best outcomes, and the best work stems from the best strategy. Our commitment to strategy goes beyond our services - it's woven into the very fabric of our agency. From creative to social, paid media, talent and development, every deliverable is grounded in strategic thinking. [See the work](https://influence.digital/work)![](https://influence.digital/storage/01J8Q93T133DTWWWRMG6D9YKCJ.jpg) ![](https://influence.digital/assets/media/services_v2.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ## Hear it from our clients... Outstanding Agency! I've been working with Influence Digital and they consistently impress. Their expert team, clear communication, and innovative approach make them invaluable partners. Highly recommend!**Alvaro Lopez** Primavera Sound Across Paid Social and Creative, ID are experts in their field. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.**Chris Besseling** eOne Films From straightforward project management and scheduling to more creative ideas, Influence Digital are flexible, innovative and adaptable. I am always grateful for the support and incredible experience.**Niko Michault** Push Music Management It has been the biggest pleasure to work with Influence Digital, both as a team and also as individuals. They’ve felt like an extension of our team and I’m so grateful for it. What I especially appreciate is their ongoing motivation to make things better. They’ve set a very high benchmark for me.**Sophie Rix** Prince's Trust We were very fortunate to have had Influence Digital involved in promoting the P!nk Summer Carnival 2023 shows in the UK. They managed the campaign throughout and ensured we achieved the results we were after. It is always a great pleasure to work with the talented Influence Digital team.**Ben Martin** Marshall Arts Influence Digital have a fantastic and dynamic team who truly understand their client’s needs. Having worked with a number of agencies, it’s great to come across one who genuinely feels like they’re part of your team. They’re highly collaborative and ultimately get things done and deliver results.**Tom Noeding** RS Group Influence were and continue to be paramount to the success of a number of projects across the ATC roster. They are brilliant creative thinkers, always on the ball, understanding of the artist's vision and a joy to work with.**Jai Shaw** ATC Management Influence Digital has really helped us reach our digital marketing goals. They are experienced, attentive and effective, and have proven to be an important asset in our organisation.**Naoise Kavanagh** Jigsaw Influence Digital have been a crucial part of the Anjunabeats and Above & Beyond story for over 15 years, and we hugely appreciate the cutting edge expertise and sage advice they have given us during that time.**Tony McGuinness** Above & Beyond ❮ ❯ ## Agency Portfolio # Our Portfolio Work We are driven by vision, powered by results. - All Projects - Strategy - Advertising - Creative - Community - Influencers - Development [Science Museum](https://influence.digital/portfolio/splendid-dreams-a-bold-creative-campaign) ![](https://influence.digital/storage/01K0C1QNZZ7E40N1X5SP16XP67.jpg) Bold Creative for 'Splendid Dreams' Visualising science and splendour for the Science Museum's landmark exhibition July 16th, 2025 [Faithless](https://influence.digital/portfolio/a-bespoke-microsite) ![](https://influence.digital/storage/01JK8V5PCD1RKTT28WXV14CX34.png) Faithless Memories A space for the Faithless fanbase to reconnect in the build up to their first live shows in eight years February 4th, 2025 [eOne Films](https://influence.digital/portfolio/our-best-in-class-paid-campaign-for-eone) ![](https://influence.digital/storage/01JJMDFCEA4QC678A0MK5V70SF.jpg) Smashing Ticket Sales for The Woman King Our disruptive paid campaign voted \"best in class\" by TikTok for Business January 27th, 2025 [ASDA](https://influence.digital/portfolio/cook-by-asda-a-social-first-production) ![](https://influence.digital/storage/01JEP2Y79S9WCD52EV8WFPH1EB.jpg) A Social-first Shoot for Cook! By ASDA Producing easy-to-follow recipe videos for ASDA's latest scratch-cooking range October 31st, 2023 [Science Museum](https://influence.digital/portfolio/an-other-worldly-campaign-for-the-science-museum) ![](https://influence.digital/storage/01J0KZSGRAQBXJMXHRCNHPG4RR.jpg) Science Fiction Our creative and paid media strategy that sent ticket sales into the stratosphere November 30th, 2022 ![](https://influence.digital/storage/01K7S93QB65R6FWYYYZMY9JHA3.jpg) Engineering, But Make It Interesting: The RS BAU Story How do you keep a legacy brand feeling alive on social media? November 14th, 2025 [RS Group](https://influence.digital/portfolio/rs-think-hub-a-smarter-speedier-solution-for-engineers) ![](https://influence.digital/storage/01JERVHE39MZP751PXEHJGDPD4.jpg) A Smarter, Speedier Solution for Engineers Showcasing innovation and efficiency through eye-catching creative and impactful paid media September 30th, 2024 [Backyard Cinema](https://influence.digital/portfolio/a-creative-christmas-refresh-for-backyard-cinema) ![](https://influence.digital/storage/01JX2QRSYJXX1PKZQWWT2BXV8P.jpg) A Christmas Rebrand Our fresh take on festive magic for this immersive cinema experience January 10th, 2024 [Museum of London](https://influence.digital/portfolio/our-couture-creations-for-the-museum-of-london) ![](https://influence.digital/storage/01J1FTHKHN087FGEYQQHRFZ8G3.png) A Striking Visual Identity for Fashion City Our bold asset suite of stills and motion graphics for Museum of London's latest exhibition October 31st, 2023 [Primavera Sound](https://influence.digital/portfolio/primavera-sound-2023-only-at-primavera) ![](https://influence.digital/storage/01J1QD58AB4ZJ8XS69JJAM8JDZ.jpg) Only At Primavera Surpassing ticket sale targets for Primavera Sound 2023 September 9th, 2023 [eOne Films](https://influence.digital/portfolio/driving-ticket-sales-for-dd-honour-amongst-thieves) ![](https://influence.digital/storage/01J1QJAJ3PFRCEWDSWJ7XE9GEW.jpg) Driving Ticket Sales for Dungeons & Dragons Our robust multi-channel paid media strategy for eOne's latest release March 31st, 2023 [Counter Terrorism Policing](https://influence.digital/portfolio/besafebesound-with-counter-terrorism-policing) ![](https://influence.digital/storage/01J1QDPPSN74MBWN7KQR0F5R80.jpg) #BeSafeBeSound Digital and OOH Launch With terrorism being an ever-present threat, we set out to help make live music spaces safer June 30th, 2022 [The Cambridge Club](https://influence.digital/portfolio/a-full-rebrand-for-the-cambridge-club) ![](https://influence.digital/storage/01J1FVCMFMZJYC0M5S4BZ3ZGQZ.png) A Creative Refresh for this Feel-good Festival Our branding and art direction for this festival of disco and discovery June 5th, 2022 [realme](https://influence.digital/portfolio/daring-to-leap-with-realme-1) ![](https://influence.digital/storage/01J1FSJVZ122TMGRW2CFZ5G3CZ.jpg) Building a Community of Gen Z Netizens How we developed a distinctive UK presence for a rising tech brand March 27th, 2022 [Study UK (British Council)](https://influence.digital/portfolio/launching-stuk-the-british-councils-tiktok) ![](https://influence.digital/storage/01J1FACVF94BVZS9NEYBK9G7VZ.jpg) Driving Global Student Engagement on TikTok Nominated for the Digital Marketing Week Awards 2022 March 15th, 2022 [<](https://influence.digital/work) [>](https://influence.digital/work) ## Digital Marketing Agency # About # Get results. Make a difference. We believe social media has the power to be a force for good, but we’re also keenly aware of its potential downsides in a world full of challenges. That’s why, alongside our incredible clients and partners, we’re on a mission to make a positive difference. ![](https://influence.digital/assets/media/about.jpg) Founded in 2009 as the leading social agency for the music industry, we quickly expanded into a versatile digital marketing agency, now serving a diverse array of sectors. Whilst Music, Film, Entertainment and Culture continue to be our core passion, we're equally skilled in Travel, Technology, Non-Profits and Consumer Brands. This breadth of experience gives us a unique insight into the digital landscape and its ever-evolving dynamics. Our team of over 50 digital specialists brings unmatched expertise in creating campaigns that truly stand out. Driven by Insight and Strategy, and with a strong focus on Creative and Performance Marketing, we know how to deliver impactful results. “Every living being is an engine geared to the wheelwork of the universe. Though seemingly affected only by its immediate surrounding, the sphere of external **influence** extends to infinite distance” Nikola Tesla # Our Values Every company talks about values. We live them. ![](https://influence.digital/assets/media/icons/noun-6562093.svg) Collaboration We believe that ‘we’ is more powerful than ‘I’. Proactively going that extra mile for each other and our clients makes the difference. ![](https://influence.digital/assets/media/icons/noun-4633734.svg) Curiosity We love asking questions and shaking things up a bit. It helps us find fresh solutions to everyday challenges, as well as getting to the core of any problem. ![](https://influence.digital/assets/media/icons/noun-6562093.svg) Openness We're all about being honest, transparent and respectful. When people know where they stand, everyone is empowered to create excellent work ![](https://influence.digital/assets/media/icons/noun-4633734.svg) Impact We're passionate about making a difference. We keep our promises and focus on doing what needs to be done, no matter what. Going the extra mile is part of our DNA. ## Hear it from our clients... Outstanding Agency! I've been working with Influence Digital and they consistently impress. Their expert team, clear communication, and innovative approach make them invaluable partners. Highly recommend!**Alvaro Lopez** Primavera Sound Across Paid Social and Creative, ID are experts in their field. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.**Chris Besseling** eOne Films From straightforward project management and scheduling to more creative ideas, Influence Digital are flexible, innovative and adaptable. I am always grateful for the support and incredible experience.**Niko Michault** Push Music Management It has been the biggest pleasure to work with Influence Digital, both as a team and also as individuals. They’ve felt like an extension of our team and I’m so grateful for it. What I especially appreciate is their ongoing motivation to make things better. They’ve set a very high benchmark for me.**Sophie Rix** Prince's Trust We were very fortunate to have had Influence Digital involved in promoting the P!nk Summer Carnival 2023 shows in the UK. They managed the campaign throughout and ensured we achieved the results we were after. It is always a great pleasure to work with the talented Influence Digital team.**Ben Martin** Marshall Arts Influence Digital have a fantastic and dynamic team who truly understand their client’s needs. Having worked with a number of agencies, it’s great to come across one who genuinely feels like they’re part of your team. They’re highly collaborative and ultimately get things done and deliver results.**Tom Noeding** RS Group Influence were and continue to be paramount to the success of a number of projects across the ATC roster. They are brilliant creative thinkers, always on the ball, understanding of the artist's vision and a joy to work with.**Jai Shaw** ATC Management Influence Digital has really helped us reach our digital marketing goals. They are experienced, attentive and effective, and have proven to be an important asset in our organisation.**Naoise Kavanagh** Jigsaw Influence Digital have been a crucial part of the Anjunabeats and Above & Beyond story for over 15 years, and we hugely appreciate the cutting edge expertise and sage advice they have given us during that time.**Tony McGuinness** Above & Beyond ❮ ❯ ## Community Engagement Services # Services ## Community We recognise the powerful impact a strong community can have in boosting engagement and driving business goals. Our experienced in-house team is equipped to help you establish a thriving community, manage it daily (including engagement, moderation and customer service), develop growth initiatives (such as content, competitions and activations), and provide guidance on technological integration. [See the work](https://influence.digital/work)![](https://influence.digital/storage/01J8Q92PN4Z6H2QE21KS9XCHVH.jpg) ![](https://influence.digital/assets/media/services_v2.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ## Hear it from our clients... Outstanding Agency! I've been working with Influence Digital and they consistently impress. Their expert team, clear communication, and innovative approach make them invaluable partners. Highly recommend!**Alvaro Lopez** Primavera Sound Across Paid Social and Creative, ID are experts in their field. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.**Chris Besseling** eOne Films From straightforward project management and scheduling to more creative ideas, Influence Digital are flexible, innovative and adaptable. I am always grateful for the support and incredible experience.**Niko Michault** Push Music Management It has been the biggest pleasure to work with Influence Digital, both as a team and also as individuals. They’ve felt like an extension of our team and I’m so grateful for it. What I especially appreciate is their ongoing motivation to make things better. They’ve set a very high benchmark for me.**Sophie Rix** Prince's Trust We were very fortunate to have had Influence Digital involved in promoting the P!nk Summer Carnival 2023 shows in the UK. They managed the campaign throughout and ensured we achieved the results we were after. It is always a great pleasure to work with the talented Influence Digital team.**Ben Martin** Marshall Arts Influence Digital have a fantastic and dynamic team who truly understand their client’s needs. Having worked with a number of agencies, it’s great to come across one who genuinely feels like they’re part of your team. They’re highly collaborative and ultimately get things done and deliver results.**Tom Noeding** RS Group Influence were and continue to be paramount to the success of a number of projects across the ATC roster. They are brilliant creative thinkers, always on the ball, understanding of the artist's vision and a joy to work with.**Jai Shaw** ATC Management Influence Digital has really helped us reach our digital marketing goals. They are experienced, attentive and effective, and have proven to be an important asset in our organisation.**Naoise Kavanagh** Jigsaw Influence Digital have been a crucial part of the Anjunabeats and Above & Beyond story for over 15 years, and we hugely appreciate the cutting edge expertise and sage advice they have given us during that time.**Tony McGuinness** Above & Beyond ❮ ❯ ## Digital Development Solutions # Services ## Development We believe technology should be a force for positive change. We’re committed to using both new and existing technologies to create bespoke solutions that defy expectations. By collaborating with our partners, we maximise the potential of AI, AR, NFTs, OpenSource, and more. Whether it’s a website, app, integration, or something entirely new, we work together to bring it to life. As development solution providers, we focus on using technology in ways that truly make a difference. [See the work](https://influence.digital/work)![](https://influence.digital/storage/01J8Q937M6BPAEN71HF9D4EFXQ.jpg) ![](https://influence.digital/assets/media/services_v2.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ## Hear it from our clients... Outstanding Agency! I've been working with Influence Digital and they consistently impress. Their expert team, clear communication, and innovative approach make them invaluable partners. Highly recommend!**Alvaro Lopez** Primavera Sound Across Paid Social and Creative, ID are experts in their field. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.**Chris Besseling** eOne Films From straightforward project management and scheduling to more creative ideas, Influence Digital are flexible, innovative and adaptable. I am always grateful for the support and incredible experience.**Niko Michault** Push Music Management It has been the biggest pleasure to work with Influence Digital, both as a team and also as individuals. They’ve felt like an extension of our team and I’m so grateful for it. What I especially appreciate is their ongoing motivation to make things better. They’ve set a very high benchmark for me.**Sophie Rix** Prince's Trust We were very fortunate to have had Influence Digital involved in promoting the P!nk Summer Carnival 2023 shows in the UK. They managed the campaign throughout and ensured we achieved the results we were after. It is always a great pleasure to work with the talented Influence Digital team.**Ben Martin** Marshall Arts Influence Digital have a fantastic and dynamic team who truly understand their client’s needs. Having worked with a number of agencies, it’s great to come across one who genuinely feels like they’re part of your team. They’re highly collaborative and ultimately get things done and deliver results.**Tom Noeding** RS Group Influence were and continue to be paramount to the success of a number of projects across the ATC roster. They are brilliant creative thinkers, always on the ball, understanding of the artist's vision and a joy to work with.**Jai Shaw** ATC Management Influence Digital has really helped us reach our digital marketing goals. They are experienced, attentive and effective, and have proven to be an important asset in our organisation.**Naoise Kavanagh** Jigsaw Influence Digital have been a crucial part of the Anjunabeats and Above & Beyond story for over 15 years, and we hugely appreciate the cutting edge expertise and sage advice they have given us during that time.**Tony McGuinness** Above & Beyond ❮ ❯ ## Strategic Paid Media # Services ## Paid Media All of our paid media efforts are expertly planned and executed by our in-house digital buying specialists. With extensive experience across campaigns of all sizes, targeting both broad and niche audiences, we tailor our strategies to meet diverse business objectives throughout the funnel. Each paid media strategy is crafted through thorough research, valuable insights, and practical experience. We stay laser-focused on your business objectives, ensuring our campaigns deliver measurable results that contribute to tangible business outcomes. [See the work](https://influence.digital/work)![](https://influence.digital/storage/01J8Q91QWEYTKN71X7MEDZYPG6.jpg) ![](https://influence.digital/assets/media/services_v2.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![Youtube](https://influence.digital/assets/logos/yt.jpg)![Marshall Arts](https://influence.digital/assets/logos/marshall_arts.jpg)![Everywhere Group](https://influence.digital/assets/logos/everywhere_group.png)![KLM](https://influence.digital/assets/logos/klm.png)![ITG](https://influence.digital/assets/logos/itg.jpg)![TB](https://influence.digital/assets/logos/tb.jpg)![EOne](https://influence.digital/assets/logos/eone.png)![RS-Components](https://influence.digital/assets/logos/rs.png)![Sony](https://influence.digital/assets/logos/sony_150.jpg)![Senbla](https://influence.digital/assets/logos/senbla_150-1.jpg) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![ASDA](https://influence.digital/assets/logos/asda.png)![True Brite](https://influence.digital/assets/logos/tb.jpg)![Ministry-of-Sound](https://influence.digital/assets/logos/mos.png)![British Library](https://influence.digital/assets/logos/british_library.png)![Cafe Nero](https://influence.digital/assets/logos/cafe_nero.png)![](https://influence.digital/assets/logos/pt.png)![Raymond-Gubbay](https://influence.digital/assets/logos/raymond_300-1.jpg)![Action-Counters-Terrorism](https://influence.digital/assets/logos/ctp.png)![Above-and-Beyond](https://influence.digital/assets/logos/above_beyond.png) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ![Lotus](https://influence.digital/assets/logos/lotus.png)![Runaway Entertainment](https://influence.digital/assets/logos/runaway_entertainment.png)![Heathrow](https://influence.digital/assets/logos/heathrow.png)![BMG](https://influence.digital/assets/logos/bmg.png)![Cineworld](https://influence.digital/assets/logos/cineworld.png)![](https://influence.digital/assets/logos/bc.jpg)![JIGSAW](https://influence.digital/assets/logos/jigsaw.png)![primavera](https://influence.digital/assets/logos/primavera.jpg) ## Hear it from our clients... Outstanding Agency! I've been working with Influence Digital and they consistently impress. Their expert team, clear communication, and innovative approach make them invaluable partners. Highly recommend!**Alvaro Lopez** Primavera Sound Across Paid Social and Creative, ID are experts in their field. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.**Chris Besseling** eOne Films From straightforward project management and scheduling to more creative ideas, Influence Digital are flexible, innovative and adaptable. I am always grateful for the support and incredible experience.**Niko Michault** Push Music Management It has been the biggest pleasure to work with Influence Digital, both as a team and also as individuals. They’ve felt like an extension of our team and I’m so grateful for it. What I especially appreciate is their ongoing motivation to make things better. They’ve set a very high benchmark for me.**Sophie Rix** Prince's Trust We were very fortunate to have had Influence Digital involved in promoting the P!nk Summer Carnival 2023 shows in the UK. They managed the campaign throughout and ensured we achieved the results we were after. It is always a great pleasure to work with the talented Influence Digital team.**Ben Martin** Marshall Arts Influence Digital have a fantastic and dynamic team who truly understand their client’s needs. Having worked with a number of agencies, it’s great to come across one who genuinely feels like they’re part of your team. They’re highly collaborative and ultimately get things done and deliver results.**Tom Noeding** RS Group Influence were and continue to be paramount to the success of a number of projects across the ATC roster. They are brilliant creative thinkers, always on the ball, understanding of the artist's vision and a joy to work with.**Jai Shaw** ATC Management Influence Digital has really helped us reach our digital marketing goals. They are experienced, attentive and effective, and have proven to be an important asset in our organisation.**Naoise Kavanagh** Jigsaw Influence Digital have been a crucial part of the Anjunabeats and Above & Beyond story for over 15 years, and we hugely appreciate the cutting edge expertise and sage advice they have given us during that time.**Tony McGuinness** Above & Beyond ❮ ❯ ## Bluesky's Social Media Growth # Bluesky Thinking Bluesky has seen a rapid surge in users, gaining over 700,000 new members in the week following the U.S. election. This influx, pushing Bluesky to 14.5 million users worldwide, reflects a growing appetite for social media that prioritises genuine engagement over toxicity and misinformation. ### **The backstory** Initially a project within Twitter, Bluesky became an independent platform in 2022 that was closely tied to Twitter’s former Founder, Jack Dorsey. In an unexpected twist, Jack left Bluesky in May, leaving Jay Graber to lead the platform. Recent updates like direct messaging and video compatibility have helped Bluesky attract users who feel disillusioned with X (formerly Twitter), which has increasingly veered into politically charged content and controversial moderation policies. This shift away from X isn’t just a reaction to platform fatigue—it’s driven by a desire for change. ![](https://influence.digital/storage/01JCNSB6F0H38FB9D5HGBZ9G3K.png) ### **Why the sudden migration?** - **Discontent with X’s direction**: Under Elon Musk, X has evolved into a highly polarised space, with Musk’s association with Donald Trump’s campaign raising concerns. Historian Ruth Ben-Ghiat described X as at risk of becoming a “propaganda outlet,” pushing some users to look elsewhere. - **A return to community**: Bluesky provides “starter packs,” which help new users find and engage with like-minded groups on topics of shared interest. This feature has attracted a diverse community who are all seeking the same thing: a genuine and constructive social media experience. - **Nostalgic appeal**: Bluesky feels like a throwback to the “old Twitter” that many users miss. The platform’s lack of maturity provides it with its freshness. Unlike more established channels, Bluesky is free from bots, endless advertising, and ideological debate. It currently offers what most crave from social media - a place where communities can grow through shared interest. ### **A desire for connection and community?** For Bluesky, this surge is more than a fleeting moment—it’s an evolution. It’s worth noting that Threads, the Meta backed rival to X, has also witnessed a surge in users over recent months, with reports suggesting it’s closing in on 300m active users worldwide. Bluesky’s evolution and growth may be gradual, but it’s driven by something powerful—community. Who knows if the momentum will last, but the speed at which people are deserting X acts as a powerful reminder that the overwhelming noise and politicisation of platforms, isn’t necessarily what people want. There are huge numbers of people that want spaces where connection feels meaningful, uncomplicated, and real. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Steven Franklin on November 14th, 2024 ## Heineken 0.0 Campaign # Heineken 0.0 _Heineken_ 0.0 is working to break the stigma surrounding alcohol abstinence with its \" _0.0 Reasons Needed\"_ campaign. ![](https://influence.digital/storage/01JHJX3VS0MWSP2YV67KXTJP3P.png) The campaign seeks to challenge misconceptions about non-drinkers, especially during Dry January, a time when many consumers temporarily give up alcohol. Reflecting a broader, ongoing shift away from alcohol, the campaign highlights _Heineken_ 0.0 as a go-to option for those seeking alcohol-free alternatives year-round. ## Participation in Dry January is growing rapidly Participation in Dry January grew significantly, with 25% of Americans joining in 2024, up from 16% in 2023. Heineken's survey of nearly 12,000 adults across the U.S., Spain, the U.K., Japan, and Brazil found that Gen Z consumers are particularly interested in alcohol-free options but often face social judgment. ## Gen Z still face stigma This stigma is especially strong among Gen Z men—38% said they would only choose a low- or nonalcoholic drink if their friends did, and 29% felt compelled to explain their drink choice. Oxford University’s Professor of Experimental Psychology, _Charles Spence_, who led the research, noted that social environments are shifting away from making alcohol the default. However, in cultures where drinking remains the norm, opting out can still carry stigma, particularly for Gen Z and millennials. ![](https://influence.digital/storage/01JHJX3VTSNVD4FHEZHPC3WSBF.jpg) ## What the studies show The study also shows changing perceptions of nonalcoholic drinks. About 20% of drinkers now alternate between alcoholic and nonalcoholic options at social events. Additionally, 9% of respondents viewed non-drinkers as _\"cool,_\" more than double the 4% who saw them as \" _uncool.\"_ The study also shows changing perceptions of nonalcoholic drinks. About 20% of drinkers now alternate between alcoholic and nonalcoholic options at social events. Additionally, 9% of respondents viewed non-drinkers as _\"cool,_\" more than double the 4% who saw them as \" _uncool.\"_ ## A winning strategy As overall beer consumption declines, alcohol-free beer has steadily gained popularity. The _\"0.0 Reasons Needed\"_ campaign builds on _Heineken'_ s strategy to elevate its nonalcoholic beer alongside its traditional offerings. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Lola Marshall on January 14th, 2025 ## Privacy Policy Overview # PRIVACY NOTICE Influence Digital is required under the UK General Data Protection Regulation 2018 (the “UK-GDPR”) to notify you of how it collects and uses your personal data. This Notice sets out the basis on which any personal data we collect from you, or that you provide to us, why Influence Digital needs it, how Influence Digital will use it, in respect of your relationship with us as a digital and social media agency or employment and what protections Influence Digital has in place to keep your data secure. “Influence Digital” refers to Influence Digital Ltd of 40 Whitfield Street London W1T 2RH. “You” means any individual, business / organisation or employee whose personal data is controlled and / or processed by Influence Digital. This Privacy Notice applies to any individuals, all employees and enquiries made to Influence Digital concerning your interaction with any of our services provided, potential future and actual working relationship with us. Influence Digital acts as a \"data controller” and “data processor”, which means that Influence Digital is responsible for deciding how to hold and use personal data about you. We will take all reasonably necessary steps to ensure that your data is treated securely and in accordance with this Privacy Notice. # WHAT PERSONAL DATA DOES INFLUENCE DIGITAL COLLECT FROM AND ABOUT YOU? Influence Digital may collect, store, and use the following categories of personal data about you, which will vary in nature depending on the basis of Influence Digital’s relationship with you e.g. as a digital and social media agency or employer, and the purpose for which Influence Digital uses such data; ● Personal contact details such as your interest in working with us, your name, title, home and work addresses, telephone numbers, email addresses, emergency contact information, including next of kin. If you interact with digital and social media content including, but not limited to, social media pages, websites, online competitions, promotions or survey’s as any part of Influence Digital’s client services rendered, for Influence Digital’s own purposes or otherwise, we may collect your name and relevant contact information and any other personal information you choose to give us. If you contact us online, we may keep a record of your email or other correspondence, and if you call us by telephone, Influence Digital’s account management team may record pertinent information relating to business opportunities, such as budget information and sign off processes regarding the call for account management reasons. ● Personal data about you such as date of birth, gender, nationality and/or citizenship status, race, marital status, health information including mental health, information about criminal convictions or offences, family, lifestyle and social circumstances, if relevant to your relationship with Influence Digital (for example where Influence Digital liaises with third parties for anonymised personal data made public by you for audience targeting in online advertising and / or on your behalf in respect of your reputation or reliability where required). If you interact with digital and social media content including, but not limited to, social media pages, websites, online competitions, promotions or survey’s as any part of Influence Digital’s client services rendered, for Influence Digital’s own purposes or otherwise, we may also collect details of your visits to websites (including, but not limited to, traffic data, location data and weblogs) whether this is required for our own purposes or otherwise, and of the resources that you access. We use third party technology services, such as Google Analytics to administer these services. We collect details of websites you visited before you use a link to our websites, pages visited in websites, online competitions or survey’s, and time spent on each page. We may collect information about your computer (or mobile device / tablet) including, where available, your IP address, operating system, device location, browser type, cookie identification numbers, for system administration and marketing purposes. ● Personal data obtained from other sources. We might also receive your personal data from a business / organisation whom we provide digital and social media services for or from third party services who collect information about you on Influence Digital’s behalf. This includes: if we are provided personal data, we will process that information on a business / organisation’s behalf using a third party service such as Survey Monkey, Facebook / Twitter / Google AdWords or similar digital advertising platforms. If you provide feedback on a business / organisation that we work with via social media, such as a Twitter survey, the feedback, but not your personal data, will be processed by Twitter and passed on. ● Personal data which may identify you such as your driving licence, passport, utility bill(s), electronic signatures, photographs, videos or voice. ● Personal data to process any payments Influence Digital may need to make to you such as bank account details, tax status information, National Insurance number, VAT numbers and / or unique tax number, or details of any interest in and connection with any intermediary through which Influence Digital’s services are supplied. ● Personal data relating to your work such as your career history including work /engagement/project/employment records, job titles, work history, working hours, holidays, training records, details of the projects / engagements you are or have been involved in, including contracts. ● Personal data relating to your relationship with Influence Digital such as Terms of Business or Employment, copies of right to work documentation, references, samples of work, information included in a CV or cover letter or as part of the process of applying for a job or material provided to us for use in any of our digital and social media services (in any form including without limitation, images, video and documents). # HOW DOES INFLUENCE DIGITAL OBTAIN YOUR PERSONAL DATA? Most of the personal data Influence Digital collects, stores and uses about you will be provided directly by you (or third parties authorised on your behalf) including, but not limited to; ● Where you provide Influence Digital with your data during the course of your dealings with Influence Digital and its employees, and / or you interact with digital and social media content including, but not limited to, social media pages, websites, online competitions, promotions or survey’s as any part of Influence Digital’s services rendered, for Influence Digital’s own purposes or otherwise. ● As part of and during the process of your joining Influence Digital as a client or employee. ● Where data is collected from your employees, other companies with whom you may have a relationship such as other agencies, companies with whom you work or organisations with whom you have had dealings and information or service providers; Other information about you may be obtained by Influence Digital from; ● Public sources or social media (e.g. Facebook, Twitter, LinkedIn, Instagram). ● Personal information provided by you to businesses / organisations and affiliated third parties with whom we provide digital and social media services for. # WHY DOES INFLUENCE DIGITAL NEED TO COLLECT AND USE YOUR PERSONAL DATA Influence Digital uses your personal data for a number of reasons, depending on your relationship with Influence Digital e.g. as a digital and social media agency or employee. The situations in which Influence Digital may use your personal data are set out below. In general, irrespective of whether you are an individual, business / organisation, an employee of Influence Digital’s or otherwise, Influence Digital may collect your data, for͖ ● Customer experience; o To allow you to participate in interactive features on a business / organisations behalf, for Influence Digital’s own purposes or otherwise, including, but not limited to social media pages, websites, online competitions, promotions and survey’s, when you choose to do so. o To control and process personal data obtained from websites and social media channels or other avenues, to which you have consented for use of your information to be used, for the purposes of digital and online advertisement or marketing on a business / organisations behalf, Influence Digital’s own purposes or otherwise; We may disclose your personal information to any member of Influence Digital’s team including holding your data on central / shared systems and for sharing with the relevant business / organisation as part of our account services via an encrypted document for the controlling and processing of this data. Influence Digital’s team means all full-time, part-time, contract or freelance resource under the employ of Influence Digital. You can opt out and object to businesses / organisations that Influence Digital works on behalf of from sending you electronic marketing information or contacting you over the phone at any time. See the privacy policies provided by that specific business / organisation for details. o To offer you a better experience we tailor and track Influence Digital’s digital and social media marketing (for example, paid social media advertisements or reporting on delivery of projects for businesses / organisations, Influence Digital’s own purposes or otherwise) and links from websites or channels. o To notify you about changes to Influence Digital’s services. o To communicate with any third parties which are required in the delivery of digital and social media marketing services on a business / organisations behalf, Influence Digital’s own purposes or otherwise; When you give consent to use your personal data, some of the personal data you provide is processed and stored by relevant third parties and may also be shared with other companies for the purposes of providing services, including, but not limited to, the operation and maintenance of social media pages, websites, online competitions, promotions or survey’s. ▪ Some of these third parties may be based outside of the UK.. ▪ When we transfer your information outside of the UK in this way, we take steps to ensure that your personal information will be subject to one or more appropriate safeguards set out in data protection law. Including imposing contractual obligations on the recipient of your personal information or ensuring that the recipients are subscribed to ‘international frameworks’ that aim to ensure adequate protection, such as the US ‘Privacy Shield’ scheme. ▪ These third parties can be categorised, but are not limited to, as follows; | | | | | --- | --- | --- | | Recipient / Relationshipto us | Industry Sector (& sub-sector) | Location | | Agency Clients | Media (advertising & PRdepartments of variousindustries including, butnot limited to, travel, filmand entertainment andservices sectors) | European Economic Area(\"EEA\") | | Cloud software systemproviders, includingdatabase, email anddocument managementproviders | IT (Cloud Services) | EEA & USA | | Software providers,including open graph APIsolutions to which we cancustomise to fit yourneeds | IT (Software Providers) | EEA & USA | | Social Media Platforms | Media (Social Media) | EEA & USA | o Business management and planning, including communicating with you when you have provided your contact details through Influence Digital’s website. o Dealing with legal disputes involving you and / or Influence Digital employees. $\\\\bigcirc$ Equal opportunities monitoring. $\\\\bigcirc$ Updating client or employee records. $\\\\bigcirc$ To monitor and keep records of Influence Digital’s communications with you and Influence Digital employees. o For some direct communications mainly for the purpose of promoting projects in which Influence Digital’s clients are involved. o ccounting and auditing of Influence Digital’s business. o To comply with any obligations under employment law and / or under the Employment Agency Standards. If you are a client, the controlling and / or processing of your personal data will be necessary to fulfil Influence Digital’s obligations to you as your digital and social media agency, without limitation, pursuant to Influence Digital’s Terms of Business with you or to enable Influence Digital to take steps to provide our digital and social media services to a business / organisation at your request prior to agreeing its Terms of Business, including in the following (non-exhaustive) ways; ● Administering your initial enquiry or brief for your business requirements and to enable Influence Digital to provide digital and social media services to you. ● To communicate with you regarding your enquiry, including Influence Digital’s team sending over or presenting further information regarding the relevant digital and social media services available; We may disclose your personal information to any member of Influence Digital’s team including holding your data on central / shared systems for processing your request for further information and any enquiry made by your business for a project brief or interest in retaining Influence Digital’s services over an extended period. Influence Digital’s team means all full-time, part-time, contract or freelance resource under the employ of Influence Digital. ● To communicate with any third parties to provide or deliver solutions to enquiries, briefs or for your business requirements; When you give your personal data to Influence Digital, some of the personal data you provide will need to be given to and processed and stored by relevant third parties and may also be shared with other companies for the purposes of providing services to you or directly to your customers, including but not limited to, the operation and maintenance of social media pages, websites, online competitions, promotions or survey’s. ● Some of these third parties may be based outside of the UK. ● When we transfer your information outside of the UK in this way, we take steps to ensure that your personal information will be subject to one or more appropriate safeguards set out in data protection law. Including imposing contractual obligations on the recipient of your personal information or ensuring that the recipients are subscribed to ‘international frameworks’ that aim to ensure adequate protection. ● These third parties can be categorised, but are not limited to, as follows; | | | | | --- | --- | --- | | Recipient / Relationshipto us | Industry Sector (& sub-sector) | Location | | Cloudsoftwaresystemproviders, includingdatabase, email anddocumentmanagementproviders | IT (Cloud Services) | EEA & USA | | | | | | --- | --- | --- | | Software providers,including open graph APIsolutions to which we cancustomise to fit yourneeds | IT (Software Providers) | EEA & USA | | Social Media Platforms | Media (Social Media) | EEA & USA | ● To provide brand partnership opportunities, where marketing interests may complement one another. ● To promote Influence Digital’s business and services; To send marketing correspondence about Influence Digital’s services, similar to those you have previously bought from us or registered an interest in. You can opt out and object to Influence Digital sending you electronic marketing information or contacting you over the phone at any time. See ‘YOUR RIGHTS IN CONNECTION WITH YOUR PERSON L D T ’ for details. ● To contact you with targeted advertising delivered online through social media and other platforms. You may receive advertising based on information about you that we have provided to the platform or because at Influence Digital’s request, the platform has identified you as having similar attributes to the individuals whose details it has received from us. To find out more, please refer to the information provided in the help pages of the platforms on which you receive advertising from us. ● Determining the terms of our agency client agreement with you. ● Keeping you up to date and reporting to you. ● To demonstrate our working relationship together, creating case studies or profiles on Influence Digital’s website or agreed publicity sent to third party industry publications such as ‘The Drum’ so that Influence Digital can demonstrate its work for future prospective clients. ● To manage your social media channels or those of your partners. ● To make payments on your behalf for any third party service that is required for the delivery of an agreed scope of work, to deduct Influence Digital costs and to account to you. ● To make arrangements for the termination of any agency client relationship. If you are an employee, the controlling and / or processing of your personal data will be necessary to fulfil Influence Digital’s obligations to you as your employer including, without limitation; ● To make a decision about whether Influence Digital takes you on as an employee. ● To determine the terms of your employment. ● To contact you. ● To fulfil its obligations to you as your employer including payment obligations. # Change of purpose Influence Digital will only use your personal data for those situations listed above, unless Influence Digital reasonably considers that it needs to use it for another reason and that reason is compatible with the original purpose. If Influence Digital needs to use your personal data for an unrelated purpose, you will be notified you and Influence Digital will explain the legal basis which allows it to do so. # WHAT ARE THE LEGAL GROUNDS FOR CONTROLLING AND PROCESSING YOUR PERSONAL DATA? Under UK-GDPR, Influence Digital must identify a lawful basis for controlling and / or processing of your personal data. That basis may vary according to the nature of the personal data controlled and / or processed, the individual to whom it relates and the nature of the controlling and / or processing. These legal grounds will be relied upon to control and / or process your data. Some of the legal grounds for controlling and / or processing will overlap and there may be several grounds, which justify Influence Digital’s use of your personal data. These obligations are; ● Performance of a contract, agreed project and / or provision of digital or social media services for you, if any. If you are a business / organisation or employee or other individual with a direct contractual relationship with Influence Digital, Influence Digital is entitled to control and / or process the personal data it requires in order to fulfil its obligations to you under such contract or requested project for digital and social media services. ● The legitimate interests of Influence Digital or a third party. Influence Digital may control and / or process your personal data on the lawful basis that it is in its legitimate interests and/or those of a third party to do so. This will primarily apply when Influence Digital provides services to its clients and/or in the effective and management of its business. The proper performance of its role in providing digital and social media services to its clients, the effective management of its business and in order to comply with Influence Digital’s legal obligations include; Contacting individuals and organisations relevant to Influence Digital’s work and its clients, which may involve the use of your personal data. ● Reviewing correspondence and documents that have been disclosed to Influence Digital, its clients and third parties which may contain your personal data and disclosing such correspondence and documents to various parties in furtherance of your objectives. ● Instructing third parties on behalf of its clients. ● Engaging suppliers and personnel. ● Ensuring that its systems and premises are secure and running efficiently. ● For regulatory and legislative compliance. ● For audit and reporting. ● For general business development purposes. ● For insurance purposes. ● For receiving payments and making payments. ● To allow for all of the above, the secure management and storage of your personal data within its IT and hard copy filing systems. ● Compliance with legal obligations to which Influence Digital is subject. In certain circumstances Influence Digital may be obliged to control and / or process your personal data to comply with its legal obligations including, without limitation, controlling and / or processing required for accounting and tax purposes. For detailed information on these legal obligations, please see the Information Commissioner’s website (see below). Please note that Influence Digital may control and / or process your personal data, without your knowledge or consent, where this is required or permitted by law. # SPECIAL CATEGORY PERSONAL DATA Some of data held by Influence Digital may fall within a so-called \"special category\" of more sensitive personal data such as; ● Information about your race or ethnicity, religious beliefs, sexual orientation and political opinions. ● Information about your health, including any medical condition, health and sickness records. ● Genetic information and biometric data. Influence Digital will obtain your explicit consent to any controlling and / or processing of such data unless Influence Digital is not required to do so by law. Influence Digital needs to have a further legal ground for collecting, storing and using this type of personal data. Influence Digital may control and / or process special categories of personal data in the following circumstances; # ● With your explicit consent; To collect, hold and disclose data concerning your health to third parties e.g. where disclosure of your health records or a medical examination is a condition of your employment with Influence Digital. Where Influence Digital is controlling and / or processing such data with your consent, you have the right to withdraw such consent at any time. ● Controlling and / or processing is necessary to protect your vital interests or those of another natural person. To collect, hold and disclose data concerning your health to third parties e.g. where disclosure of your health records is necessary for a medical emergency. ● The personal data Influence Digital wishes to process has manifestly been made public by you. ● Controlling and / or processing is necessary for the establishment, exercise or defence of legal claims or whenever Courts are acting in their judicial capacity. ● Controlling and / or processing is necessary for reasons of substantial public interest. # WHEN DOES INFLUENCE DIGITAL SHARE YOUR PERSONAL DATA WITH OTHER ORGANISATIONS OR INDIVIDUALS? Influence Digital may have to share your personal data with third parties, including third-party service providers. Influence Digital requires such third parties to respect the security of your data and to treat it in accordance with UK -GDPR. Influence Digital will not share or use your personal data in a way you would not expect under its contractual relationship with you. Influence Digital may also share your personal data with third parties where required by law or where IT has another legitimate interest in doing so. # TRANSFERRING YOUR PERSONAL DATA OUTSIDE THE UK Influence Digital is based in the UK, but sometimes it may be necessary to transfer your personal data outside the UK A common example are the virtual servers located outside the UK, which Influence Digital uses for the management of our central / shared systems and storage of your personal data, hosted by an American company called Hetzner who are contractually bound to being UK-GDPR compliant under the EU Contract Model. For other examples, refer to ‘WHY DOES INFLUENCE DIGIT L NEED TO COLLECT ND USE YOUR PERSON L D T ’. Influence Digital will seek and secure your explicit consent for transferring your personal data outside the UK in circumstances where (a) the transfer is not necessary for the fulfilment of Influence Digital’s obligations to you under any relevant agreement; (b) there are no UK adequacy regulations in place in E in respect of the country in which the recipient of the personal data is based; (c) the transfer of the personal data is not subject to appropriate safeguards as set out in Section 75, Chapter 5, Part 3 of the Data Protection Act 2018; (d) there are no binding corporate rules in place; or (e) no other derogation is applicable. # WHAT IF YOU DO NOT WANT TO SHARE YOUR PERSONAL DATA WITH INFLUENCE DIGITAL? If you fail to provide certain information when requested, Influence Digital may not be able to honour its obligations to you, whether contractual, legal or otherwise, such as paying you or, if you are a business / organisation, providing digital and social media services to you. Refer to ‘YOUR RIGHTS IN CONNECTION WITH YOUR PERSON L D T ’ to find out more about how you can opt out of marketing. # HOW DOES INFLUENCE DIGITAL KEEP YOUR DATA SECURE? The transmission of information via the internet is not completely secure, and although we will do our best to protect your personal data, we cannot guarantee the security of your data transmitted, therefore any transmission is at your own risk. Influence Digital has put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, Influence Digital limits access to your personal data to those employees, contractors and other third parties who have a business need to know. They will only process your personal data on Influence Digital’s instructions. All the information you provide to Influence Digital is stored on our secure servers via central / shared systems or under Influence Digital employee email accounts provided by Google services, whereby each user has 2-Step Authentication for added security. Where only those under the employ of Influence Digital have a password, which enables access to certain parts. Employees are responsible for keeping that password confidential. We ask you not to share a password with anyone. Influence Digital has put in place procedures to deal with any suspected data security breach and will notify you and any applicable regulator of a suspected breach where it is legally required to do so. Influence Digital provides digital and social media services for businesses / organisations, our own purposes or otherwise, which include, but are not limited to, social media pages, websites, online competitions, promotions or survey’s which may contain external links or use of third parties. If you follow a link or otherwise use any of these other websites or third parties, please note that these websites have their own privacy policies and that we do not accept any responsibility or liability for these policies or for these third party services. Please check these policies before you submit any personal data to these websites. # FOR HOW LONG DOES INFLUENCE DIGITAL RETAIN YOUR PERSONAL DATA? Influence Digital will only retain your personal data for as long as necessary to fulfil the purposes for which it was collected, including for the purposes of Influence Digital’s contractual relationship with you or the business / organisation and satisfying any legal, accounting, or reporting requirements. To determine the appropriate retention period for personal data, Influence Digital considers the amount, nature, and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which Influence Digital controls and / or processes your personal data and whether Influence Digital can achieve those purposes through other means, and the applicable legal requirements. In some circumstances Influence Digital may anonymise your personal data so that it can no longer be associated with you, in which case Influence Digital may use such information without further notice to you. Notwithstanding that you may no longer be a client or employee of Influence Digital, Influence Digital may retain your personal data, but for no more than the time required for the specific purposes for which it is controlled and / or processed by Influence Digital as set out in this Notice or where required by applicable laws and regulations. In such cases, Influence Digital will ensure that such data will continue to be treated in accordance with this Notice. # WEBSITE & COOKIES Influence Digital uses the following third party service on its website; Influence Digital uses cookies (small text files stored in your browser), which help Influence Digital monitor the way in which its website is used as well as providing Influence Digital with other information to enable Influence Digital to keep the website relevant to its users and identify specific requests. You can find out more about what cookies are at: [http://allaboutcookies.org/](http://allaboutcookies.org/). By browsing Influence Digital’s website and communicating electronically with Influence Digital, you acknowledge Influence Digital’s controlling and / or processing of data in this way. However, Influence Digital will endeavour to protect your data in accordance with this Privacy Notice. You can choose to refuse cookies or set your browser to let you know each time a website tries to set a cookie. Currently Influence Digital only uses Google Analytics cookies to record anonymous information about the date and time of your visit, the type of browser you are using, your approximate geographic location and the URL of any page that led you to Influence Digital's website. That information is aggregated and used to identify usage trends on our site and to make decisions about which content or presentation styles are most effective. The cookie is stored for 2 years. You can find information about opting out of your browsing behaviour being shared with Google Analytics by visiting the Google Analytics Optout page. # YOUR DUTY TO INFORM INFLUENCE DIGITAL OF ANY CHANGES It is important that the personal data Influence Digital holds about you or your database of personal information is accurate and current. Please keep Influence Digital informed if your personal data changes so that Influence Digital can update its records. Please inform your usual contact at Influence Digital, or email [privacy@influence.digital](mailto:privacy@influence.digital). # YOUR RIGHTS IN CONNECTION WITH YOUR PERSONAL DATA Under certain circumstances, by law you have the right to; ● Request access to your personal data (commonly known as a \"data subject access request\"). This enables you to receive a copy of the personal data Influence Digital holds about you and to check that Influence Digital is lawfully processing it. ● Request correction of the personal data that Influence Digital holds about you. This enables you to have any incomplete or inaccurate information Influence Digital holds about you corrected. ● Request erasure of your personal data. This enables you to ask Influence Digital to delete or remove personal data where there is no good reason for Influence Digital continuing to process it. You also have the right to ask Influence Digital to delete or remove your personal data where you have exercised your right to object to processing (see below). ● Object to controlling and / or processing of your personal data where Influence Digital are relying on a legitimate interest (or those of a third party) and there is something about your particular situation which makes you want to object to controlling and / or processing on this ground. You also have the right to object where Influence Digital are controlling and / or processing your personal data for direct marketing purposes. ● Request the restriction of controlling and / or processing of your personal data. This enables you to ask Influence Digital to suspend the controlling and / or processing of your personal data, for example if you want Influence Digital to establish its accuracy or the reason for processing it. ● Request the transfer of your personal data to another party. If you want to review, verify, correct or request erasure of your personal data, object to the controlling and / or processing of your personal data, or request that Influence Digital transfers a copy of your personal data to another party, please email [privacy@influence.digital](mailto:privacy@influence.digital). Usually, you will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, Influence Digital may charge a reasonable fee if your request for access is clearly unfounded or excessive. Alternatively, Influence Digital may refuse to comply with the request in such circumstances. # WHAT INFLUENCE DIGITAL MAY NEED FROM YOU Influence Digital may need to request specific information from you to help confirm your identity and ensure your right to access the information (or to exercise any of your other rights). This is another appropriate security measure to ensure that personal information is not disclosed to any person who has no right to receive it. # YOUR RIGHT TO WITHDRAW CONSENT In the limited circumstances where you may have provided your consent to the collection, controlling, processing and transfer of your personal data for a specific purpose, you have the right to withdraw your consent for that specific processing at any time. To withdraw your consent, please contact your usual contact at Influence Digital or email [privacy@influence.digital](mailto:privacy@influence.digital), or follow the instructions outlined on the respective client’s Privacy Notice. Once Influence Digital has received notification that you have withdrawn your consent, Influence Digital will no longer control and / or process your personal data for the purpose or purposes you originally agreed to, unless Influence Digital has another legal ground for doing so in law. # CHANGES TO THIS PRIVACY NOTICE Influence Digital reserves the right to update this Privacy Notice at any time. Influence Digital may also notify you in other ways from time to time about the controlling and / or processing of your personal data. # QUESTIONS OR COMPLAINTS If you have any questions about this Privacy Notice, or you have any concerns or complaints about the way Influence Digital controls and / or processes your data, please email [privacy@influence.digital](mailto:privacy@influence.digital). In any event you have the right to address a complaint to the Information Commissioner, who can be contacted at the following address: Information Commissioner’s Office Wycliffe House Water Lane Wilmslow Cheshire SK9 5AF ## Advertising Trends 2025 # Advertising Trends 2025 In a saturated media landscape, attention is scarce and authenticity matters. To understand what actually drives engagement today, Google deployed its advanced Gemini 1.5 Pro AI to analyse over 8,000 campaigns on YouTube. This large-scale study revealed the traits that distinguish top-performing video content across the globe. But the story doesn’t end with YouTube. When we compare these insights to what’s happening across TikTok, Instagram, Facebook, LinkedIn and X, a clearer set of creative principles emerges  fuelled by emotional depth, personal relevance, and AI-supported adaptability. ## Inclusive stories are no longer optional One of Gemini’s most consistent findings was that campaigns featuring authentic representation perform better. This doesn’t mean ticking boxes. It means giving meaningful roles to people who’ve historically been underrepresented. ![](https://influence.digital/storage/01K1WRRZNM7N3CR5FWZEYMN8CJ.jpg) Apple For example, Apple’s ad “The Lost Voice” features a father in a wheelchair who has lost his ability to speak. Using his iPhone’s personal voice feature, he’s able to read bedtime stories to his daughter. The ad doesn’t pity him, it highlights dignity, agency, and emotional warmth. Likewise, Google Pixel’s “Javier in Frame” follows a blind photographer using Pixel’s AI-powered camera to capture his world. It’s a celebration of accessibility, not a showcase of limitation. These ads connected deeply with audiences, generating millions of views and overwhelmingly positive sentiment. Peloton’s “Yes. I. Can.” campaign also stood out, featuring an athlete with a prosthetic blade pushing through physical limits. The ad doesn’t mention disability; it shows achievement. This trend was echoed in Lidl France’s “Lidl Kids Team”, where children with disabilities are seamlessly integrated into sports advertising. These stories didn’t rely on tokenism or slogans. They offered human connection. Google’s analysis revealed that such authentic representation led to longer watch times and improved recall. ## Self-expression as strategy In 2025, the most compelling ads reflect personal identity. Brands are moving away from broad, generic messaging toward character-led storytelling. TISSOT \\| PRX 35mm - Off The Cuff Campaign - YouTube [Photo image of TISSOT](https://www.youtube.com/channel/UCpoQfIV1VK8GhAg_6QFr0xg?embeds_referring_euri=https%3A%2F%2Finfluence.digital%2F) Tissot’s “Off the Cuff” campaign is a strong example. The ad follows five Gen Z characters who showcase their individuality through bold makeup, creative hairstyles and vintage cars. It’s visually arresting and culturally in tune with how younger audiences express themselves. This isn’t about selling watches, it’s about aligning with a worldview rooted in uniqueness and personal style. Audi also tapped into this trend with its “Living Progress” campaign in the UK. The brand partnered with singer Jorja Smith, documenting her journey from barista to award-winning artist. The story is grounded in real struggle and triumph, and it turns a luxury car brand into a backdrop for aspiration rather than excess. These campaigns succeed because they feel like stories not product placements. ## Emotionally resonant community building Emotional storytelling with a focus on relationships is increasingly prominent. Ads that highlight family moments, social rituals or shared history build a kind of emotional capital that drives engagement far beyond the runtime of the video. BMW’s Shorts campaign on YouTube captures this power perfectly. It tells the story of an elderly man returning his driving licence, a quiet moment charged with finality and sadness. But then his son offers to drive him, turning the narrative into one of renewal and respect. Without dialogue, it says everything it needs to say. ![](https://influence.digital/storage/01K1X0E34ZSERV3K5MSKY90QFD.jpg) Nintendo Switch Nintendo’s Switch campaign also centres on connection. Two sisters bond over their shared love for Super Mario, and the joy spills over to include their mother and grandmother. The ad isn’t about hardware. It’s about intergenerational joy. Viewers commented en masse about how gaming brought their families closer. Google’s Gemini noted a shift from pandemic-era virtual connection to present-day ads showing affection, community, and intentional togetherness. ## Fantasy that anchors to reality Ads are also getting more imaginative, often incorporating surrealism or magical elements to cut through the clutter. These campaigns succeed because they start with wonder but land with meaning. In South Korea, hotel and travel booking platform [Yugiohtae](https://www.youtube.com/watch?v=bPQbyuCxP0s&ab_channel=%EC%97%AC%EA%B8%B0%EC%96%B4%EB%95%8C) released a campaign showing dreamlike winter destinations as a backdrop to a food journey. The visuals are fantastical but grounded in something familiar: the joy of travel and eating. The campaign featured well-known food creators, helping it reach over 23 million views. Pedigree took a different approach with a boy who imagines his rescue dog’s former life as a kind of space alien odyssey. What could’ve been a flat charity appeal instead becomes a creative journey that deepens emotional resonance. These ads stand out not just because they’re creative but because they invite viewers to imagine something bigger. ## Trust through creators and behind-the-scenes access One of Gemini’s most compelling insights was that viewers trust creators more than brands and that trust spills over. People are more likely to believe in a product if they see someone they follow use it. The Shockingly Comfortable ABC Pant: Ft. Wayne Gretzky, DK Metcalf, and Casey Neistat - YouTube [Photo image of lululemon](https://www.youtube.com/channel/UCCzODDnIM4xdZxOLUGF7KSg?embeds_referring_euri=https%3A%2F%2Finfluence.digital%2F) Lululemon demonstrated this with a campaign starring YouTuber Casey Neistat. Rather than pushing product features, the ad simply follows Neistat being himself running, filming, living. Viewers flooded the comments with trust-based intent. Many stated outright that they would buy because Neistat was involved. Axe took a bolder approach by inviting athletes to do a blind smell test between Axe and a high-end designer fragrance. The reactions were authentic, surprising, and funny. While the 30-second TV ad was impactful, the longer two-minute YouTube version captured real emotion and delivered over 700,000 views. Audiences reward transparency. They like to see the full story, not just the polished cut. Short-form videos, especially YouTube Shorts, are also proving to be powerful. McDonald’s used Shorts to tell the story of Chicken McNuggets in a playful history lesson. The ad picked up over 200,000 likes, a signal that people enjoy educational or behind-the-scenes content that feels light and snackable. ## Trends across other platforms Gemini’s insights align with broader industry data. On TikTok, brands are leaning into authenticity by partnering with niche creators and using AI tools like Symphony to generate scalable content. These creators offer more than reach; they offer credibility. TikTok also reports that content focused on self-care and non-traditional life milestones is outperforming status-driven messaging. On Instagram, Reels now make up more than 55% of ad spend. Meta’s AI-driven personalisation engine has improved performance by up to 50%, reducing cost-per-click by 35%. Filters, polls, and AR tools are doubling engagement and lifting brand recall. Facebook continues to see user-generated content outperform traditional ads, with engagement rates nearly seven times higher. On LinkedIn, short videos from founders and personal anecdotes are now driving more reach and response than standard business content. ## The role of AI personalisation AI personalisation isn’t about faking intimacy. It’s about relevance. Platforms like Meta, TikTok and LinkedIn use machine learning to assemble dynamic creative combinations: headlines, imagery, colours, and deliver them to the right person at the right time. The AI learns from behaviour patterns, adjusts in real-time, and drops poor performers automatically. For the user, it feels like the ad speaks directly to them. For the brand, it means scaled relevance without needing to manually create thousands of variations. Personal, yes. Human-made, not necessarily. But that’s the point. ## Conclusion Google’s Gemini research doesn’t just reveal what works, it uncovers _why_ it works. The best ads in 2025 are those that understand cultural shifts and individual moments. They’re emotional. They’re personal. They’re intentional. AI helps identify these patterns. But it’s creative teams who give them purpose. In a digital space full of noise, the ads people remember are the ones that make them feel something. Representation. Connection. Wonder. Trust. These are not optional. They are the foundation of modern storytelling in advertising. If your brand isn't speaking to people with that clarity, someone else will. ## Campaign and Source Links - Google Gemini Insights (source): [https://business.google.com/uk/think/search-and-video/ai-analysis-of-youtube-ads/](https://business.google.com/uk/think/search-and-video/ai-analysis-of-youtube-ads/) - [Apple “The Lost Voice”:](https://vimeo.com/890308549) - [Google Pixel “Javier in Frame”](https://www.youtube.com/watch?v=wYPTZIFQoDQ&ab_channel=MadebyGoogle): - [Peloton “Yes. I. Can.”](https://www.youtube.com/watch?v=4EdylTbGkAg&ab_channel=Peloton) - [Lidl “Lidl Kids Team”](https://www.youtube.com/watch?v=B7_6cUq3Ssc&ab_channel=LidlFrance) - [Tissot “Off the Cuff”](https://www.youtube.com/watch?v=LJx3k1KuJTA&ab_channel=TISSOT): - [Audi “Living Progress” featuring Jorja Smith](https://www.youtube.com/watch?v=RzEIZU5zud8&ab_channel=AdsoftheWorldbyClios) - [BMW Father and Son (Shorts format)](https://www.youtube.com/shorts/jZTRzKoUR6Q) - [Nintendo Switch Family Bonding Ad](https://www.youtube.com/watch?v=j9dR5h7a2-k&t=10s&ab_channel=NintendoUK) - [Pedigree “Rescue Dog Imagination” campaign](https://www.youtube.com/watch?v=yKx1QMstJKA&ab_channel=PedigreeUK) - [Yugiohtae Winter Food Adventure (YouTube Korea](https://www.youtube.com/watch?v=bPQbyuCxP0s&ab_channel=%EC%97%AC%EA%B8%B0%EC%96%B4%EB%95%8C)) - [Lululemon x Casey Neistat](https://www.youtube.com/watch?v=LvJcxA3jpJI&ab_channel=lululemon) - [Axe “Blind Smell Test” with athletes](https://www.youtube.com/watch?v=0n5CMlnIBJU&ab_channel=AXE) - [McDonald’s Chicken McNuggets YouTube Shorts](https://www.youtube.com/shorts/BAwhl2usoUU) Tamara Askew on August 5th, 2025 ## Faithless Fan Engagement Faithless # A Bespoke Microsite Creating a space for the Faithless fanbase to reconnect in the build up to their first live shows in eight years. ## Faithless are set to electrify their fans once again Following the sad passing of iconic frontman Maxi Jazz in 2022, fellow band members took a prolonged and well-deserved break. In 2024 the time was right for Faithless to return to the live arena, debuting a spectacular new show that honoured both Maxi and the band’s legacy whilst charting an exciting new future-facing creative direction. Enter the **Champion Sound** era. Tasked with creating a fitting tribute to Maxi we decided to create a hub where fans, the world over could share photos, videos and **heartfelt messages about Faithless' impact on their lives,** most notably people wanted to share their stories and memories of Maxi. This **bespoke microsite** acted as a bridge between the band's storied past and their dynamic new chapter. Faithless Press from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1978586879-45a6664b071964fdb2724a84b809d89666180322463f5a8a8538574b63f881c2-d?mw=80&q=85) ![](https://influence.digital/storage/01JK8T4HQCKQ0BKYJ2R30KTFZ1.jpg) ## Engaging Faithless' fans: Data capture and fan memories Our mission was twofold: Grow the community and deepen the fans’ relationship with the band by giving them a new place to congregate and increasing the amount of touch points with the band, keeping people engaged via email and SMS throughout the campaign. Simultaneously, the band wanted to incorporate **fan content into their live show visuals**. We facilitated this by encouraging fans to register on the site to share UGC content that would be used throughout the Champion Sound campaign. This was achieved by integrating a sign up form to the **_Faithless Memories_** website for content submissions. ![](https://influence.digital/storage/01JK8T4HQH81KPQNX07FT4AJSK.jpg) To incentivise participation, we offered incentives such as live show tickets and limited-edition merchandise to those who shared their precious memories. ![](https://influence.digital/storage/01JK8T4HQKDQJ5A87DKGV1EW3G.jpg) ![](https://influence.digital/storage/01JK8T4HQP5VKRWQV9ATFAQFEF.png) ## 200 submissions within 24 hours The response was overwhelming, with over **200 submissions flooding in within the first 24 hours**. Fans shared everything from cherished photos with band members to poignant stories about how Faithless' music has shaped their lives. This enthusiastic participation led us to extend the campaign beyond a short-term project, creating a **continuous stream of user-generated content to share on the band's social media**. With new shows on the horizon, Faithless fans were not just reminiscing - they were creating fresh memories, ensuring that the band's legacy continued to grow. Throughout the wider campaign, we were able to double the number of people signed up to Faithless’ email database through multiple activations such as this one. Faithless Location from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1978586143-f916c3c78a7c1c1834bb8c9f79c29d9d6c2e69fb58dd8781f653130fabbde7df-d?mw=80&q=85) ## More than just memories: building hype with cinematic reveals To heighten the excitement, we created **four trailer-like videos** that teased Faithless' highly anticipated comeback tour. Each video gave fans a glimpse of their brand-new live show and **hinted at the tour's locations** using the Google Maps API. Subtle animations and location-based clues invited fans to decode where Faithless would perform next, transforming the anticipation into an **interactive experience**. The trailers blended iconic tracks, fresh visuals and cryptic hints, ensuring a global audience stayed engaged and thrilled for the Champion Sound EU tour announcement. With our help, Faithless completed an incredible run of shows at the end of 2024 in iconic venues across the UK and Europe, including an emotional return to the O2 Academy in Brixton. This year, Faithless will continue to tour their live show at festivals across the UK and Europe whilst sharing brand new music from the Champion Sound era. Faithless Location 2 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1978586635-61c04028fa667a01ddcf8a8bdc3b09318f20c1b8fb28c61a176d6e8f694ff984-d?mw=80&q=85) Scarlet Wilkins on February 4th, 2025 ## Oasis Reunion Tour # Oasis Are Back ## The much-anticipated reunion of Oasis, has finally been confirmed. After years of public feuding and fan speculation, the Gallagher brothers have set aside their differences to embark on a 2025 UK and Ireland tour. ## Cultural impact **Oasis** were a defining force in the **Britpop** movement. The band’s success was built on a combination of **Noel Gallagher’s** songwriting prowess and **Liam Gallagher’s** distinctive vocals, creating a sound that resonated with a generation. Their influence extended beyond music, becoming synonymous with **“Cool Britannia”** which celebrated British culture and identity. Oasis’s **split** in 2009 marked the end of an era, but their legacy has only grown in the years since. Despite their inactivity, their music still resonates with new generations, evidenced by their **24 million monthly listeners on Spotify.** The reunion tour, therefore, is not just a nostalgic event for those who experienced Oasis in their prime, but a chance for younger fans to witness a cultural phenomenon that has remained relevant for **over three decades.** ## The announcement On August 25th, the Gallaghers shared a clip on social media, featuring the date **27.08.24** in the iconic Oasis font. This teaser was further amplified when the same clip was shown at the end of Liam’s headline set at **Reading Festival.** ![](https://influence.digital/storage/01J9XEHWZ082PCAD2VCAR64EV9.jpg) Oasis The official announcement came shortly after, confirming a **14-date tour across** the UK and Ireland in summer 2025. The tour will see the band perform at major stadiums in Cardiff, London, Manchester, Edinburgh, and Dublin. ![](https://influence.digital/storage/01J9XEHWZ3M6VKHYJ64TRC8S03.jpg) Oasis ## Use of social media **Social media** has played a pivotal role in the lead-up to the reunion. Both Liam and Noel have used their platforms to drop hints. Liam, in particular, has been active on social media, often **responding directly to fans** and fueling speculation. This strategic use of social media has not only kept Oasis in the public consciousness but has also allowed the band to **control the narrative** around their reunion. The choice to announce the reunion in this way reflects a **modern approach to marketing in the digital age.** Direct engagement with fans is a great tool to **build excitement and anticipation.** By leveraging social media, the Gallagher brothers have ensured that the announcement reached a wide audience, including younger fans who may not have experienced Oasis in their prime. ![](https://influence.digital/storage/01J9XEHWZ60VG5TVC8CX0SA7DQ.jpg) Liam Gallagher on X ## Fans’ reactions The news of Oasis’s reunion has been met with **overwhelming enthusiasm on social media.** Fans globally have taken to socials to express their excitement and speculate about what the tour might entail. ![](https://influence.digital/storage/01J9XEHWZ8GR6725R842Y8C5B4.png) Cam Reddin on X ![](https://influence.digital/storage/01J9XEHWZANM5XYPNB6BKQ2GXR.png) Image Credit: Mitten d’Amour on X ## Presale The **presale ballot** will determine who gets access to tickets when they go on sale, adding to the anticipation. The **response on social media** underscores the enduring popularity of Oasis and the deep connection that fans feel to them. ## Speculation about support acts As fans gear up for the reunion, speculation is swirling about who might join Oasis on the road. Fans have speculated **The Stone Roses’ Ian Brown,** and newer acts like **Blossoms**, as potential openers. ## Conclusion The Oasis reunion has reignited the passion of millions of fans worldwide. As the Gallagher brothers prepare to take the stage together for **the first time in 16 years,** the excitement and anticipation surrounding their return are palpable. From the careful teasing of the announcement to the overwhelming reaction on social media, every aspect of this reunion has been **managed with precision**, ensuring that it will be remembered as a historic moment in music. As fans eagerly await the start of the tour, one thing is certain: Oasis’s return is set to be one of the most talked-about events of the decade. The legacy of the band, forged in the 90s, is about to enter a new chapter. One that promises to captivate both old and new fans alike. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Darcy Lloyd on August 30th, 2024 ## Creative Trends 2024 # Creative Trends 2024 In 2024, creativity blends cutting-edge technology with nostalgia, reflecting cultural shifts. Designers are embracing surreal escapism, bold maximalism, and inclusive design to engage diverse audiences. Powered by generative AI, trends focus on individuality, sustainability and inclusivity. Check out our design team's top trends for 2024. ## Reality meets surrealism Designers are diving headfirst into fantasy,  merging the real with the surreal in rich, opulent visuals and fantastical landscapes. Think of it as **escapism with purpose** \\- turning the absurdities of modern life into something mesmerising. **Generative AI is a key player here**, helping artists craft these dreamlike designs that are just grounded enough to keep us enchanted. ![](https://influence.digital/storage/01JDSVK7FKN2YAH7NYA5PCP35C.png) Goodside Studio ## Kinetic typography Say goodbye to boring, static text - kinetic typography is **bringing words to life**. From bold headlines that bounce to elegant scripts that flow, animated text grabs attention like never before. It’s not just typography; it’s a conversation that engages, appearing in everything from social media ads to innovative interfaces. ![](https://influence.digital/storage/01JDSVN4PE6K5TDMEKZYHMJ9MQ.jpg) Studio Kiln ## Dynamic dimensions Why choose between flat or hyper-real when you can have both? Designers are **merging 2D and 3D elements to create visuals that feel as if they’re leaping out of the screen.** Throw in motion graphics and a hint of special effects, and you’ve got designs that channel gaming and virtual reality to inspire limitless possibilities. ![](https://influence.digital/storage/01JDSWYR301GW6JSY60QTFPF8N.png) Burn & Broad ## AI: friend or foe? AI is revolutionising the design world with tools that can churn out stunning typefaces and mind-blowing visuals in seconds. But it’s not without controversy. Many designers are pushing back, doubling down on hand-crafted, **human-centred work that feels more authentic**. This tension is fuelling a diverse mix of designs, balancing futuristic innovation with timeless artistry. ## Nostalgic reinterpretations The ’90s (and earlier) are making a comeback, and designers are answering the call. “New Nostalgia” reimagines retro styles with a modern twist - grunge meets sleek, vintage meets contemporary. It’s all about **blending the charm of the past with the sophistication of today**, perfect for anyone craving a bit of old-school cool in a fast-paced world. ## Wellness in design In a time when life feels non-stop, calming design is stepping in to restore balance. Including flowing shapes, muted tones, and layouts that feel like a deep exhale. These soothing visuals go beyond aesthetics - they **create spaces for tranquillity and mindfulness**, resonating across branding, apps, and much more. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Pau Cusac on November 28th, 2024 ## Horror Marketing Masterclass # Longlegs Marketing Campaign Production company, Neon, gives us a masterclass in horror promotion with their latest film _Longlegs_. ![](https://influence.digital/storage/01J8MB2F4ARJ62FG36WG64J9SG.jpg) The Guardian Neon, the independent production company behind the upcoming horror thriller _Longlegs_, has launched **a marketing campaign that is as mysterious and chilling as the film itself**. The film, starring Nicolas Cage as an occult serial killer and Maika Monroe as the FBI agent on his trail, delves into a series of eerie family murders. The marketing strategy for _Longlegs_ stands out in a crowded media landscape, employing innovative tactics to capture the public’s imagination. ## Cryptic messages and intriguing teasers One of the most striking elements of the campaign is the **use of cryptic messages**. A notable instance was a half-page ad in the Seattle Times featuring a ‘Zodiac Killer’-esque code. The ad ended with the phrase, “ _Printed at the request of Longlegs_.” This enigmatic approach piqued curiosity and generated buzz, drawing readers into the film’s ominous world. ![](https://influence.digital/storage/01J883N96YHHHZV40T6N43F4YG.png) Bloody Disgusting Billboards in Los Angeles displayed a phone number that, when dialled, played whispered threats from Nicolas Cage. Reddit user Geahem reported this message, “ _There she is! What’s your name, Little Angel? Nice to meet you. Ohhh…. \\[light sobbing and then a sinister tone\\] I’ll be. Waiting..._” These tactics are designed to create a **sense of dread and anticipation**, aligning perfectly with the genre. ![](https://influence.digital/storage/01J7DKS59HHX8612ECXZGNVMSF.png) In a trailer released by Neon, viewers get a glimpse of the intense first meeting between Monroe and Cage in character. The clip shows Monroe’s **heart rate soaring to 170 beats per minute** upon seeing Cage’s chilling transformation into the titular character. This visceral reaction underscores the frightening authenticity that Cage brings to the role, setting the stage for the film’s **eerie and suspenseful atmosphere**. Monroe’s palpable fear and the physiological impact of this encounter highlight the film’s potential to deliver a truly heart-stopping experience for audiences. ![](https://influence.digital/storage/01J7DKS59MS3ZXY5MSM07RP10K.png) ![](https://influence.digital/storage/01J7DKS59PDQKDZC9WHJ2WCYSD.png) Neon ## Building a mysterious narrative The trailers and teasers for _Longlegs_ have been meticulously **crafted to maintain a high level of mystery**. Unlike most trailers that reveal significant plot details, the _Longlegs_ promotions focus on creating an eerie ambiance. By keeping Nicolas Cage’s character largely hidden in promotional materials, the campaign enhances the suspense and allure of the film. The marketing campaign for _Longlegs_ exemplifies how innovative and thoughtful promotional strategies can elevate a film’s profile. By blending mystery, interactive elements and emotional engagement, Neon has created a campaign that not only promotes the film but also enhances the overall viewer experience. With _Longlegs_ releasing in the UK today, the anticipation built by these efforts promises to **draw horror fans in for a truly immersive and chilling experience**. _Looking for a London-based digital and social media agency to help you achieve your goals? Get in touch_ [_here_](https://staging.influence.digital/contact) _._ Darcy Lloyd on July 12th, 2024 ## Bumble's New Campaign # Bumble x Amelia Dimoldenberg Bumble is kicking off 2025 with a bang, teaming up with _Chicken Shop Date_ creator and professional flirt Amelia Dimoldenberg for a brand new campaign. This isn’t your average dating app promo - it’s a bold, year-long dive into lifestyle content that blends humour, culture, and empowering advice. ![](https://influence.digital/storage/01JH5VY8AFCNK8RA1G8DW7RCK0.png) Bumble ## Dating advice, Dimoldenberg style Amelia, famous for her hilariously awkward celebrity interviews and viral red-carpet moments, is bringing her charm to Bumble with a series of videos packed with dating “ _Golden Rules_,” “ _Ins and Outs_,” and her signature “ _Flirty Firsts_.” This campaign marks Bumble’s boldest move yet in merging dating with culture. Fresh, fun, and unapologetically real, it’s a perfect showcase of Amelia’s unique approach to owning the dating scene. ![](https://influence.digital/storage/01JH5VTZW3XWAYHPX3NZNF834X.png) Bumble ## The dating app wars are on The timing couldn’t be better. Between New Year’s and Valentine’s Day, the online dating world is buzzing with activity. Competitors like Tinder and Hinge are rolling out global campaigns, but Bumble is stepping up with something different: lifestyle content that speaks to users who are tired of endless swiping and want something with a bit more substance. Instead of more match-and-chat features, Bumble is leaning into humor, authenticity, and inspiration. By turning to Amelia Dimoldenberg, whose candid style resonates with millions, the app is giving its users a fresh reason to reengage with online dating. ![](https://influence.digital/storage/01JH5TMEKNWSA77D8SS2FHYT9M.jpg) Bumble ## The face of Bumble’s empowerment movement Amelia is a natural fit for Bumble’s “women-first” ethos. Her unapologetic, no-filter approach to dating mirrors the app’s mission of empowering people to take the lead and date authentically. Whether she’s awkwardly flirting with celebrities like Billie Eilish or making viral magic with Andrew Garfield, Amelia owns every moment with humor and confidence. With 72% of Bumble users seeking long-term connections and 71% prioritizing honesty and empowerment, this campaign seems to hits all the right notes. Amelia’s approach to dating — playful yet honest — is the kind of energy Bumble hopes to infuse into its community this year. ![](https://influence.digital/storage/01JH5TF35Y63TX39DGEV0957PK.jpg) Chicken shop date ## Turning things around after 2024’s missteps This new approach is also helping Bumble bounce back from a tough 2024. The company faced backlash for a tone-deaf rebrand, which critics felt clashed with its message of female empowerment. Now, with Amelia at the forefront and a renewed focus on inclusivity, Bumble is rebuilding trust and excitement among its users. By pairing Amelia’s humor and relatability with stunning visuals and creative storytelling, Bumble is proving it’s more than just a swipe-and-scroll platform. It’s a space where dating meets culture, individuality, and fun. ![](https://influence.digital/storage/01JH5V9M9WPD9Q82WBAK815P4D.jpg) Adweek ## A fresh new take In a time when users are feeling burnt out on dating apps, Bumble’s latest campaign is a breath of fresh air. With Amelia Dimoldenberg leading the charge, this bold and innovative approach blends cultural relevance with unapologetic authenticity. Bumble is proving that dating can be more than just swiping — it can be fun, empowering and refreshingly unique. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Beatriz Barot on January 9th, 2025 ## Standout Creative Campaigns # Recent Standout Creative Campaigns Today’s marketing landscape is busier than ever. Standing out demands creativity and cultural resonance. Our team have been on the lookout for recent campaigns that have managed to cut through the noise. Check them out. ## The original club of north London Saracens have launched a new **“the original club of north London”** campaign. It’s a deliberate shift that is entertainment-first, social-led and is unafraid to be a little spiky. > TikTok Embed > > [1996](https://www.tiktok.com/@saracensofficial/video/7555543649405259030?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_like&referer_video_id=7555543649405259030) [10](https://www.tiktok.com/@saracensofficial/video/7555543649405259030?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_comment_button&referer_video_id=7555543649405259030) [59](https://www.tiktok.com/@saracensofficial/video/7555543649405259030?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_share&referer_video_id=7555543649405259030) > > [Watch more exciting videos on TikTok\\\\ > \\\\ > Watch more exciting videos on TikTokWatch more exciting videos on TikTok\\\\ > \\\\ > Watch now](https://www.tiktok.com/?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_discover_button) > > [@saracensofficial](https://www.tiktok.com/@saracensofficial?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_name&referer_video_id=7555543649405259030) > > [Introducing: The Original Club of North London.](https://www.tiktok.com/@saracensofficial/video/7555543649405259030?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_blank&referer_video_id=7555543649405259030) > > [original sound - Saracens](https://www.tiktok.com/music/original-sound-7555543629947751190?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_song_name) This video, posted after Saracens beat the former Newcastle Falcons - who were recently taken over by energy drink giant Red Bull - wasn't a rash dunk; it was a prepped beat in a bigger **“Beyond Rugby”** plan. An approach built on a premise of creating clips that **travel**, providing supporters with real access and match-day experiences that feel produced, rather than conforming to a stereotype of rugby politeness. > TikTok Embed > > [21.8K](https://www.tiktok.com/@saracensofficial/video/7554504684019485974?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_like&referer_video_id=7554504684019485974) [89](https://www.tiktok.com/@saracensofficial/video/7554504684019485974?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_comment_button&referer_video_id=7554504684019485974) [2492](https://www.tiktok.com/@saracensofficial/video/7554504684019485974?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_share&referer_video_id=7554504684019485974) > > [Watch more exciting videos on TikTok\\\\ > \\\\ > Watch more exciting videos on TikTokWatch more exciting videos on TikTok\\\\ > \\\\ > Watch now](https://www.tiktok.com/?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_discover_button) > > [@saracensofficial](https://www.tiktok.com/@saracensofficial?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_name&referer_video_id=7554504684019485974) > > [I guess Red Bull doesn’t give you wins. 🤷‍♀️](https://www.tiktok.com/@saracensofficial/video/7554504684019485974?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_blank&referer_video_id=7554504684019485974) > > [original sound - Saracens](https://www.tiktok.com/music/original-sound-7554504679284116246?referer_url=influence.digital%2Fposts%2Frecent-standout-creative-campaigns&refer=embed&embed_source=121374463%2C121468991%2C121439635%2C121749182%2C121433650%2C121404359%2C121497414%2C122122240%2C121351166%2C121811500%2C121960941%2C122122244%2C122122243%2C122122242%2C121487028%2C121679410%2C121331973%2C120811592%2C120810756%2C121885509%3Bnull%3Bembed_song_name) ## Good service on all Limes Lime’s **_“Good Service on All Limes”_** campaign cleverly turned this well-known tube announcement on its head as self-promotion during the strikes. Lime positioned themselves as the **reliable alternative,** offering convenience, accessibility and everyday practicality. The campaign saw an uptick in commuter usage and longer journeys across the city. It combined **humour**, **cultural relevance** and a **clear service promise** to turn a moment of frustration into a memorable marketing opportunity. ![](https://influence.digital/storage/01K6NA1CQBVQ7RJ3M04HBCTDT9.jpg) Campaign ## The camera for an analog life Polaroid’s **\"The Camera for an Analog Life\"** campaign is both a product launch and a cultural manifesto. Amidst the digital arms race of sharper lenses and AI-enhanced filters, Polaroid lean into imperfection and tangibility. They're **challenging audiences** to think about how much of their lives are lived through screens. The campaign’s clever tagline like **_“Real stories, not Stories & Reels”_**, contrasts the fleeting nature of social media with the permanence of a photograph you can hold in your hand. ![](https://influence.digital/storage/01K6NA1CSMYW4BXHYRC032S18F.jpg) Polaroid ## WHOOP at the 2025 Ryder Cup WHOOP’s campaign at the 2025 Ryder Cup brought a new dimension to how fans experience elite golf. By providing **real-time physiological data** from players like Justin Thomas, **Tyrrell Hatton** and Ben Griffin, viewers were able to see the heart rates and stress levels of athletes as they navigated high-pressure moments on the course. This **unique insight** gave fans a window into the physical and mental demands of professional golf, allowing for a deeper appreciation of what it takes to compete at the highest level. ![](https://influence.digital/storage/01K6NA1DTMV00K6WGCD2RW3V6K.jpg)![](https://influence.digital/storage/01K6NA1DYJ9ZJB53X933GJ0KBC.jpg)![](https://influence.digital/storage/01K6NA1E23CJ01WX7XVS5HQWQ3.jpg) By **integrating** wearable technology into a major sporting tournament, WHOOP made the invisible visible, allowing fans to connect with the game in a personal and interactive way. It also positioned WHOOP as a brand at the **intersection** of sport, science and entertainment, showing how technology can enhance the fan experience. _With contributions from: Steven Franklin and Liisbet Piirisild._ Darcy Lloyd on October 3rd, 2025 ## Dove's #TheFaceOf10 Campaign # Dove Launches \\#TheFaceOf10 Campaign _Dove_ has initiated its #TheFaceof10 campaign. The concept is simple: a 10-year-old's face should be covered with glitter, stickers and a smile, not exposed to intense anti-ageing ingredients like retinol. ## TEST When picturing a pre-teen girl’s birthday list, one would normally picture dolls, toys and games, not an anti-aging serum. Unfortunately this is no longer the case, largely to due to the rise of the TikTok skincare influencers and their ‘get ready with me’ videos that have skyrocketed in popularity in the past year. Increasingly, girls as young as 8 or 9 are developing detailed, expensive and possibly harmful skincare routines. This was especially noticeable during the past Christmas season, with _'Gen Alpha_' children (born between 2010 and 2024) significantly boosting the sales of top skincare brands. ![](https://influence.digital/storage/01J9NX3YVYPHJTE88HZ3KFD9RW.jpg) _Dove_ recently conducted surveys which led to the findings that 1 in 2 young girls  (10 to 17 years) are anxious about what they’ll look like as they age and that 1 in 3 young girls would like to have some form of surgery or cosmetic work done when they’re older. Kids are now worrying about ageing before they have even had a chance to grow up. In response to these disturbing findings, _Dove_ has initiated its #TheFaceof10 campaign and shared the free _\"The Gen A Anti-ageing talk\"_ resource on its TikTok page. This resource offers guidance from body image experts and certified dermatologists on safeguarding young girls' self-esteem in this complicated social media era. The concept is simple: a 10-year-old's face should be covered with glitter, stickers and a smile, not exposed to intense anti-ageing ingredients like retinol. ![](https://influence.digital/storage/01J9NXTP908PFTNYTTV1H0PSBM.jpg) From debunking the difference between skincare and harsher anti-ageing products to avoiding the harmful comparison trap, check out the rest of Dove’s #TheFaceof10 campaign [here.](https://www.tiktok.com/@dove/video/7338888597711424811) _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Lola Marshall on April 25th, 2024 ## Christmas Party Highlights # Influence Digital Christmas Party Last week the Influence Digital team had our annual Christmas party. The fun started at _Humbug: The Immersive Christmas Dive Bar_ before heading to _The Oliver Conquest_ for our end of year awards. Here’s a glimpse of some of the highlights! ![](https://influence.digital/storage/01JEXB7N7W0D6WQRXJTXPM081X.jpg) Influence Digital (Luna Wang) Gareth and Richard presenting Scarlet with the ID'er of the Year Award 🏆 ![](https://influence.digital/storage/01JEXB7N86TQHJ62RX2K0VWYS0.jpg) Influence Digital (Luna Wang) ![](https://influence.digital/storage/01JEXBJE02K5B3GHFBRHN9BRC0.jpg) Influence Digital (Luna Wang) Pau and Jen enjoying the carnival games at Humbug 👾 ![](https://influence.digital/storage/01JEXCSJSSXRCA7QG7ETVXMV2N.jpg) Influence Digital (Luna Wang) ![](https://influence.digital/storage/01JEXCSJTHPEVCWJPJTD6K5QK5.jpg) Influence Digital (Luna Wang) Big smiles all around during the awards! ![](https://influence.digital/storage/01JEXCSJVSWJVH6X0VZ0V2MX81.jpg) Influence Digital (Luna Wang) ![](https://influence.digital/storage/01JEXCSJWPY7F2HM5ZTT97PZF4.jpg) Influence Digital (Luna Wang) ![](https://influence.digital/storage/01JEXCSJXH3NV3KYBC7N7V0143.jpg) Influence Digital (Luna Wang) A fantastic night to cap off **another brilliant year at Influence Digital.** Darcy Lloyd on December 12th, 2024 ## Evolution of Spotify Wrapped # The Evolution of Spotify Wrapped: From Simple Recap to Cultural Moment Every December, Spotify Wrapped arrives like clockwork, flooding social media feeds with vibrant graphics, nostalgic playlists, and plenty of self-aware oversharing. What started as a quirky recap feature has become a global cultural moment, with millions of listeners using it to broadcast their musical identities. But Wrapped isn’t just a tech gimmick; it’s a window into how brands are rethinking their relationship with consumers—and the ripple effect it’s had across industries tells us a lot about where marketing is headed. Wrapped first emerged in 2015 as _Year in Music_, a simple feature summarising users’ listening habits. Back then, its charm lay in its novelty. Data that had previously been invisible—the songs, genres, and artists shaping your days—was suddenly given back to you in a neat package. It wasn’t just numbers on a screen; it was a mirror, reflecting the soundtrack of your life that year. And that’s the genius of Wrapped. It’s never really been about the stats. It’s about the feelings those stats evoke: the joy of reliving your summer anthem or cringing at the 200 times you streamed a guilty pleasure track. Wrapped makes data emotional, and that’s where its magic lies. ![](https://influence.digital/storage/01JFJ87D25H53VHE81F19W3RTK.jpg) # Wrapped Goes Viral: The Shareability Factor The real breakthrough came in 2017 when Spotify Wrapped introduced sleek, social media-ready visuals. Suddenly, Wrapped wasn’t just for personal reflection—it was a flex. Posting your Wrapped was like shouting, _This is me!_, whether you were a Kanye devotee, a closet ABBA fan, or someone whose top genre was, inexplicably, “cottagecore.” This wasn’t an accident. Wrapped was engineered to go viral, and it tapped into something powerful: people’s desire to share their story in a way that feels authentic and playful. It became more than a feature; it became a social ritual. # Copycat Culture: How Wrapped Redefined Marketing Success breeds imitation, and Wrapped is no exception. Monzo, the digital banking app, jumped on the bandwagon with _Monzo Wrapped_, which turned financial data into something unexpectedly charming. From detailing your most-visited coffee shop to highlighting quirky spending trends, Monzo made money feel personal—and even fun. Other brands quickly followed suit. Fitness apps like Strava and even food delivery platforms began serving up year-end recaps. Each one borrowed the key ingredients that made Wrapped a hit: personalisation, punchy design, and shareability. What’s fascinating is how these campaigns reveal a shift in how brands think. They’re no longer just selling products; they’re selling moments, connections, and identity. Wrapped-inspired campaigns show us that consumers want more than transactions—they want to be seen and feel valued. ![](https://influence.digital/storage/01JFJ87D2BSZP56MQ1ZF6N8F75.jpg) # What Wrapped Tells Us About Modern Branding Spotify Wrapped isn’t just a marketing masterstroke; it’s a sign of how branding is evolving in the digital age: 1. **Personalisation as Expectation** In a world saturated with content, generic messaging doesn’t cut it anymore. Wrapped works because it’s tailored to you—and that sense of individuality is what keeps users coming back. 2. **From Audience to Advocates** Every time someone shares their Wrapped, they’re promoting Spotify. It’s peer-to-peer marketing at its finest: authentic, organic, and endlessly scalable. 3. **Making Data Human** Wrapped turns cold, clinical data into stories. Whether it’s your top artist or your spending habits, these campaigns remind us that even the most mundane information can feel meaningful with the right spin. **The Joy of Everyday Habits** At its core, Wrapped is about celebrating the ordinary: the playlists that got us through tough days, the guilty pleasures we streamed on repeat. It shows us that our habits—however small—tell stories worth sharing. # What’s Next for Wrapped-Style Campaigns? As Wrapped-inspired campaigns become more common, the challenge for brands will be keeping them fresh. Could AI or VR take these experiences to the next level, offering even deeper personalisation? Will brands find new ways to tap into not just individual stories, but collective ones, sparking a sense of shared experience? One thing’s for sure: Wrapped is more than a trend. It’s a blueprint for how brands can connect with people on a deeper level—by turning data into dialogue and customers into communities. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Steven Franklin on December 20th, 2024 ## Live Music Safety Campaign Counter Terrorism Policing # \\#BeSafeBeSound with Counter Terrorism Policing With terrorism being an ever-present threat, we set out to help make live music spaces safer. ![](https://influence.digital/storage/01J1QE73R2BB8JBWN7GWPBPXYT.jpg) ## Empowering live event-goers to trust their gut Influence Digital partnered with Counter Terrorism Policing to develop **a creative, social and OOH campaign to help make live music spaces safer**, providing young people clear, memorable and actionable safety advice. Working with music industry partners, we ensured the #BeSafeBeSound campaign reached music-lovers far and wide. Our goal was to devise a campaign that **connects with young people aged 16 and 24**, raising awareness of the threats and overcoming the barriers that stop people from reporting suspicious activity - without evoking fear or panic. We aimed to: 1. Provide young people with clear and memorable safety advice around the signs of suspicious activity and how to report it 2. Change behaviour within live music environments and normalise reporting suspicious activity 3. Encourage industry-wide endorsement of the #BeSafeBeSound campaign and promote excellence in security-minded communications ![](https://influence.digital/storage/01J1QEG6GXZ03SRKAK7BKG32TZ.jpg) ![](https://influence.digital/storage/01J1QEG6H4D07FRWWV8KTYFTYV.jpg) ## Breaking through the noise: challenges **Difficult message to communicate** – We needed to get the tone and the language right, to be as concise and as relevant as possible. Reaching a younger demographic with a counter terrorism message meant that we had to appeal to them in a way that would encourage openness and not fear. **How to adapt to live music scenarios** – The scenario in which these messages would be seen are generally at live music events when people want to have fun and avoid thinking about serious topics such as terrorism. We had to adapt to the environment and consider all the barriers we could address in the creative. **How to make people feel reassured** – The message needed to avoid causing alarm or panic; rather, we wanted people to be vigilant and ready to act. It was also integral that people knew what to look out for, and how to respond if they see something out of place. ![](https://influence.digital/storage/01J1QEYCQGZXMACKS2EG4Y8EKH.jpg) ![](https://influence.digital/storage/01J1QEYCQJ5H7J9YDE884RZ1MG.jpg) ## Innovative solutions We wanted to normalise reporting suspicious activity and empower live music event-goers to trust their instincts and report. We developed **a creative route that was inclusive in its sentiment embracing the togetherness of live music**. Through relatable pop-culture style creative and clear and simple messages, we created a suite of assets to be used by Counter Terrorism Policing, police forces and music partners throughout the summer festival period. ![](https://influence.digital/storage/01J1QE73RFXXRZRTQRQB5APW3G.jpg) ## ‘Don’t Dance Around it’ - clever creative & messaging We had a very rigorous creative and messaging process; we used insight on the barriers to reporting paired with music references to inform the creative messaging. The creative was successful due to a mixed methodology: 1. Bold and colourful aesthetic 2. Visual cues related to live music events (i.e. speakers, crowds and spotlight) 3. Overcoming barriers using music idioms that have a double meaning (i.e. 'Don’t dance around it'). ![](https://influence.digital/assets/media/icons/noun-6562093.svg) 81% _of people surveyed said that the video encouraged them to trust their instincts when it comes to reporting_ ![](https://influence.digital/assets/media/icons/noun-4633734.svg) 75% _said that the videos told them how to report suspicious activity at a live music event_ ![](https://influence.digital/assets/media/icons/noun-6562093.svg) 69% _confirmed that the videos made them more vigilant at music events_ ## Hitting all the right notes at major UK festivals The campaign exceeded expectations with **endorsements from Glastonbury, Radio 1’s Big Weekend, Reading & Leeds Festivals**, and many more. These key partners not only posted the campaign content on their social channels but showed the videos/stills on the main stage of the festivals – giving the message maximum exposure. To date, the campaign has **reached millions of music fans and been supported by over 50 festivals and live music venues**. Eddie Preti on June 30th, 2022 ## Brown Fashion Trends # Why Is Everyone Wearing Brown? One of the core elements within fashion trends is colour, but why exactly do certain colours trend? Is there a master colour puppeteer, an Anna Wintour of sorts, deciding what hues everyone is going to obsess over next season? Does anyone remember the famous Devil Wears Prada cerulean sweater scene? ![](https://influence.digital/storage/01JKZJK3E6KZAG8WK0Y5ER6ZVS.jpg) Vulture The reality of understanding influences on colour trends is much deeper than you might expect - there are prominent cultural, psychological, economic and technological factors all at play here. So, what has led Pantone to selecting “Mocha Mousse” as the colour of 2025. ![](https://influence.digital/storage/01JKZJK3EDR0748A9Z96DQ9BH1.jpg) Pantone ## What is colour theory? To understand why brown has dominated the fashion scene this year, it’s helpful to first dissect a bit of colour theory. Although there are many layers to it, including the colour wheel and colour harmony, there is also a big emphasis on colour psychology - specifically, how colours make us feel. For example, the colour red is known to increase heart rate and grab attention. Thus, it’s deployed for stop signs and advertising sales. Blue on the other hand, one of the most universally liked colours, is often used to sooth or demonstrate trust. Research shows that the colour blue can actually boost relaxation. You can see blue being used professionally by tech companies or banks to convey reliability (i.e. Facebook, PayPal) or to signify stress reduction (i.e. meditation or mental health apps like Calm). ![](https://influence.digital/storage/01JKZJK3F2S3A5P8FMTYTK2MRP.png) Looka ## Colours reflecting reality Now that we know certain colours ignite different psychological responses, it’s interesting to draw links between events in the world triggering affinities towards certain colours. For example, the 1940s saw a post-war influence of olive green, due to the WWII military uniforms. Utility clothing and workwear became extremely popular on both the runway and in day-to-day fashion. Coinciding with this, red lipstick became a patriotic symbol for women in the workforce (i.e. Rosie the Riveter) worn by Hollywood icons like Marilyn Monroe and Rita Hayworth. The mid-90s brought the rise of Apple and the Internet, where you saw clean and futuristic designs with minimalist colours such as white, beige and gray coming into play. Fast forward a few years into the early 2000s and the “it girl” culture embraced hyper-feminine and Barbie-like fashion featuring hot pink and glitter. ![](https://influence.digital/storage/01JKZJK3F4EMDT1T64E1ANRZPN.jpg) Best Life Online ## Mocha mousse for 2025 This leads us to wonder, what about 2025 is giving ‘brown’? Well, going back to Pantone and their colour of the year selection, these designations have been going on since 2000 and aim to “ _express a global mood and an attitude_.” These annual awards have become a hallmark of design, fashion, and everything in between. As Pantone describes, _“For 2025, the Pantone Color Institute selects PANTONE 17-1230 Mocha Mousse, a warming, brown hue imbued with richness. It nurtures us with its suggestion of the delectable qualities of chocolate and coffee, answering our desire for comfort.”_ This year, like many others, brings its challenges - economic uncertainty, environmental struggles, political polarisation, and tech overload, with a big question around AI’s emerging impact on society. Brown supposedly gives us psychological warmth and nostalgia, with an ‘analogue’ feel, supporting us in a ‘digital detox’ during an age of over-stimulation. There is a natural attraction to the organic, giving us calming tones that feel real and reliable. ![](https://influence.digital/storage/01JKZJK3F75TJSYSJDVDR1P8V8.jpg) Vogue So, as we navigate the complexities of 2025, with a desire for stability, it’s no surprise that we’re drawn to a colour that feels so inherently grounding. Brown, with its warmth and familiarity, offers a quiet refuge from the noise of modern life, reminding us of the simple, tangible comforts that keep us anchored. Fashion or otherwise, embracing this earthy hue might just be a small but meaningful way to find a sense of calm. So, will you be wearing brown this season? And if you do, take a moment— _how does it make you feel?_ _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Sydney Cameron on February 13th, 2025 ## Gen Z and Marketing Funnels # Gen Z vs. The Funnel I’ve been thinking a lot about the funnel lately. A weird opening to a blog by anyone's standards, but please bear with me. We love it in marketing. It’s neat, almost elegant in its simplicity. A promise that with the right strategy, people will glide from awareness to interest, consideration to conversion, like balls rolling down a well-oiled track. It reassures us (read marketers) that we’re in control. That human behaviour is predictable. Measurable. And, dare I say it, optimisable. But that promise feels increasingly hollow because Gen Z has exposed the illusion at the heart of it. The illusion? That marketing is a science of control. If we push the right messages at the right time, we can reliably move people step by step from awareness to conversion. ![](https://influence.digital/storage/01JZT23Q3G9DEXCDMGXC0H0C6F.jpg) ## The funnel belongs to another era It was built for a world of limited channels and linear journeys. A time when people discovered products in TV ads, browsed them in catalogues, bought them in-store. Attention was scarce and channels of message distribution more limited, so controlling it was everything. It made sense to imagine stages and plan campaigns that moved people through them. But the internet didn’t just add more channels. It changed the shape of attention itself. We don’t live in a world of scarcity anymore. We live in a world of surplus, surrounded by an abundance of content, choice, and signals competing for space in our heads. And Gen Z? They didn’t adapt to that shift, but, instead, were raised in it. They don’t move neatly through brand journeys. They follow curiosity, culture, and each other, in unpredictable, non-linear ways that no funnel diagram can truly capture. ## So if the funnel feels broken, what actually works? If Gen Z has exposed the limits of the funnel, the obvious question is: what replaces it? Obviously, brands still need to earn attention, build trust, and drive action. Spoilers: that part hasn’t changed. What’s changed is the shape of influence itself. It’s no longer a straight path you can engineer step by step. It’s something far more fluid and social. Perhaps it’s best imagined as a spider’s web of various signals, associations, and cultural cues that accumulate over time.Discovery today isn’t a campaign with a beginning and an end. It’s ambient and always on, likely happening in places brands don’t fully control. People don’t move predictably from awareness to conversion. They notice something in passing. They see it again in a friend’s story. They hear about it in conversation. They forget. They remember. They finally buy because enough of those moments stacked up to make it feel inevitable. From the outside, it sounds messy and tangled. But I think it’s a good summary of the marketing-world we now live in. It's a network of influence. And one of the most powerful forces shaping those networks is creators. But not as simple Ad channels. Increasingly, creators are functioning as cultural nodes and tastemakers. They have this rare ability to broker public trust and are barometers of quality. A positive endorsement from someone like MKBHD can transform the fortunes of a tech company. And, [as we have seen](https://youtu.be/QztFpzKsdeA?si=h7G7LV8vmSipPQTD), a critical review has the power to effectively end a company's chances of success. They don’t just deliver brand messages, but instead contextualise them. They grant brands relevance by weaving them into the aesthetics, stories, and values their audience cares about. When a creator uses a product in a casual Instagram story, mentions it offhand in a YouTube vlog, or includes it in a TikTok haul, it doesn’t feel like marketing pushing someone down a funnel. It feels like life. It’s not persuasion in the traditional sense because it’s based on the principles of association and alignment. It’s about being seen in the right spaces, in the right company, with the right vibe so that audiences feel less like they’re being sold to and more like they’re joining something. That’s the shift brands need to understand. If the funnel was about moving people through stages, this new model is about saturating the cultural spaces they inhabit with enough authentic signals that buying becomes the natural next step. ![](https://influence.digital/storage/01JZTBD3YKKH6D4DE0EEBEPZ9T.jpg) YPulse ## Chamberlain Coffee: a masterclass in cultural capital There are countless creators here that could be used as a case-study to articulate the above in a real-life setting. The Sidemen, Mr Beast are a few of the countless examples that could be used. But let’s take a moment to focus on Emma Chamberlain, and her Chamberlain Coffee. ![](https://influence.digital/storage/01JZT7TFTTVQR6147GKM6Q3TRN.jpg) Emma Chamberlain Coffee Chamberlain didn’t launch her brand with a perfectly optimised funnel strategy (or at least I don’t think that was the case. Sadly, Emma wasn’t available to provide comment!)  in a pitch deck. She built it on cultural capital. It wasn’t about promising the world’s best beans or fastest shipping. It was about something far more powerful: alignment. The sense that if you get it, you’re part of something. That alignment isn’t delivered through one clever ad, but through a constellation of messages and clever creative messaging that compounds over time. ![](https://influence.digital/storage/01JZT7TFYFE895WCND240NCKZG.jpg) Emma Chamberlain Coffee It’s the unpolished TikToks of Emma making coffee in her kitchen, inviting you in without trying too hard. The pinterest boards full of cafe-core aesthetics that tap into a shared visual language. Instagram posts that feel personal, almost confessional, less ad than diary entry. The pop-up collaborations that give the brand a sense of scarcity and real-world texture. No single touchpoint that screams buy now. But together? They make the purchase feel less like a transaction and more like joining a club you’re glad to have found. ## Funnels can’t measure this The problem with the funnel isn’t that it’s wrong. It’s more that the reality of the world we inhabit is a lot messier and far more complicated. It’s a bit random, defies logic, and highly nuanced. By contrast, the funnel provides structure, organisation, and a simple evolution of decisions that on the surface seem logical. But in today’s world, Gen Z doesn’t want to be walked through a rational case for your product. They want affiliation. They want to see themselves reflected in the brands they choose, and, sadly, that kind of affinity can’t be A/B tested into existence. It’s earned. Slowly. Through consistency, relevance, and a deep understanding of the cultural spaces your audience inhabits. ## So what’s the alternative? Maybe it’s time to stop forcing people through stages. What if we started designing for cultural relevance instead of linear conversion? What would it mean to: - Seed brand signals in the places people already spend their time? - Partner with creators who expand your brand’s meaning in authentic, unscripted ways? - Optimise for discovery that’s ambient and continuous rather than one-and-done? - Prioritise being present over being persuasive? Because Gen Z doesn’t move predictably from ad to checkout. They swirl. They bounce. They explore. They forget and remember. They take their time and then randomly act at 2am on impulse. Except, it’s not really an impulse because they’ve been exposed to multiple marketing touchpoints already. The outcome is ironically the same, the journey taken, though, radically different. ![](https://influence.digital/storage/01JZTB6C8WAQ978EMKPFZQG1NS.jpg) Aspire ## Loops > Funnels Funnels are tidy. But the world we live in isn’t. And that’s precisely the point. The real problem with the funnel isn’t just that it feels outdated in a digital world. It’s that it was always the wrong metaphor. It suggests we can map behaviour in stages, push the right messages at the right time, and reliably move people toward purchase like pieces on a board. But people don’t want to be moved. They want to find things in their own way. To discover a brand in the middle of a conversation. To see it reflected by someone they trust. To recognise it in a visual language they already understand. They want to choose in ways that feel personal and self-directed. It might look messy. Unpredictable. Hard to track. However, it’s authentically human for all of those reasons. Maybe the real failure isn’t that the funnel no longer works, but that it ever pretended to describe how people actually make decisions. I don’t think buying has ever been purely logical. It’s always been part social, emotional, and cultural. And that’s why the better metaphor isn’t a funnel at all, instead it’s a loop. Something continuous, recursive, and self-reinforcing. A pattern of encounters, impressions, and messages that builds over time. Not a single path we design, but an ecosystem we participate in. That doesn’t mean marketing has lost its power. It simply means its role has changed. Maybe it’s time to let go of the idea that our job is to engineer conversions through perfect, optimised stages. Maybe it’s time to see our real task more honestly: earning a place in culture. Not shepherding people through a funnel, but creating enough meaning, relevance, and alignment that choosing us feels like their idea. Not controlling the journey, but sustaining the loop. Not shouting for attention, but being worth returning to, again and again. Gen Z broke the funnel. And maybe that’s the best thing they could have done for us. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Steven Franklin on July 10th, 2025 ## Gen Z Slang Guide # Must-know Gen Z Slang With every generation comes a new lingo, and for today’s generation, Gen Z (those born between the mid-to-late 1990s and early 2010s), it’s no different. ![](https://influence.digital/storage/01J7DNMS52D1YV9GZ95GACT5K7.png) TikTok ## Here's 25 useful Gen Z slang words that you should know **_It’s Giving…_**– A phrase used before describing a situation or thing, using a positive ironic connotation, e.g. “ _It’s giving Miley Cyrus._“ **_Cap/No Cap_** – A lie / the truth. **_Slay(ed)_** – To do something amazingly. **_That’s Jokes_** – That is funny. **_Bombastic Side Eye_**– Used when something is weird, or inappropriate. **_Era_** – The time of your life you are in, reflected in your interests. **_Pop Off / Go Off \\[Queen\\]_** – Used as words of encouragement. **_Facts_** – Agreeing when the truth has been told. **_Lit_** – Great. **_Left No Crumbs_**– Did an exceptional job at something. **_Understood the Assignment_** – Is doing well (in anything). **_Glow Up_** – An improvement of oneself. **_Main character_** – When somebody is giving off an energy suggesting they would be a main character in a movie, or does something outstanding. **_Low key_** – Genuinely. **_Tea_** – Gossip. **_Salty_** – Bitter about something. **_If You Know, You Know_**– Do you understand what I mean? **_The Girls That Get It, Get It. The Girls That Don’t, Don’t_**– Only a few people will understand. **_I’m Weak_** – Used when something funny happens, or is said. **_Sending Me_** – Short for _“Sending me over the edge.”_ **_Mad_** – Really. **_Hella_** – Really. **_Its the \\_\\_\\_ for me_** – Used to point out a key detail of a situation / person. **_Gaslight_** – A manipulative tactic. **_Gatekeep_**– Keep something for yourself, in fear of it getting too popular. **_Cancel Culture_** – A word used to shame actions / opinions and organisations. **_Stan_** – A combination of “ _stalker_” and “ _fan_“. Think crazed Harry Styles or Taylor Swift devotees. **_W_** – Short for “ _win”_. **_L_** – Short for “ _loss_“. **_Dank_** – Excellent or of very high quality. **_Cheugy_** – Something that’s not at all trendy. Usually associated with millennials. **_Camp_** – A word used to describe something as ironically trendy. **_TFW_** – Stands for “ _That Feeling When_“. For example, TFW you get off of work early. **_Woke_** – Being politically aware. **_Bop_** – An exceptionally good song. **_Sheesh_** – An exclamation used to hype someone up if they’re looking good or doing something good. **_Living Rent Free \\[In Someone’s Mind\\]_** – A phrase to indicate that someone can’t stop thinking about something. **_Hits Different_** – Something that is unique or better than usual. **_Bet_** – Another way of saying “ _yes_” or to confirm something. **_Vibe Check_**– Assessing someone or something’s energy / mood. **_Period(t)_** – Used to end a statement, adding emphasis to the point being made. **_I’m Weak_** – A phrase to describe something hilarious. Similar to “ _I’m dead_“. **_Main Character_** – Someone who is well-liked and charismatic. Also used to describe someone who is making a scene. **_\\[It\\] Slaps_** – To describe something that’s exceptionally good. **_\\[That’s\\] Bussin’_** – To describe something that you like. **_Extra_** – Someone who is out-there (dramatic), or takes things to the next level of flamboyance. **_G.O.A.T_** – Short for “ _The Greatest Of All Time_,” used to describe someone / something as incredible. **_Clapback_** – A way to respond to something you have been called out for. **_This Ain’t It Chief_** – A phrase used to give disapproval. **_Smol_** – Something that is small and, in most cases, adorable. Hopefully these 25 Gen Z slang words have helped you to understand their lingo that bit better! Feel free to weave them into your digital marketing mix. _Looking for a London-based digital and social media agency to help you achieve your goals? Get in touch_ [_here_](https://staging.influence.digital/contact) _._ Scarlet Wilkins on August 31st, 2022 ## Gen Alpha Slang Guide # Must-Know Gen Alpha Slang A guide to the internet’s youngest (and weirdest) dialect. ![](https://influence.digital/storage/01JTR3W7FKK0SE9RSFGMTXEH56.jpg) Parents Language moves fast online, but it sometimes feels as if Gen Alpha moves faster. Born from 2010 onwards, they are the **first generation raised entirely in a digital world**. Smartphones, streaming, short-form video. None of this was new to them. Instead, almost the digital manifestation of the air they breathe. Unsurprisingly, their slang reflects that. It’s **chaotic, meme-driven, often absurd**, and constantly evolving. But it’s also clever and deeply social, often loaded with in-jokes built within their online communities. There’s nothing like reminding yourself of your own mortality than by immersing oneself in the internet language of those that are two decades younger. And my biggest takeaway from this research was that its use alone does not make you sound younger. What I tell myself is that at least it might help me listen better. And as a digital marketer that is a valuable skill and asset in itself. ## From meme to mainstream Much like the slang used by Gen Z, Gen Alpha is born in the wild: inside meme edits, chaotic gameplay streams, viral soundbites and out-of-context TikTok clips. One phrase in a seven-second video can spark a global in-joke by the end of the day. The platforms matter. **TikTok and YouTube Shorts are the** **main breeding grounds**. Roblox, Minecraft and Discord give it shape through shared gameplay and chat. Twitch streams add fuel, especially when a creator coins something mid-sentence and their chat turns it into a catchphrase. From there, it spreads. Not just screen to screen, but person to person. Into school corridors, group chats, and playgrounds. It becomes a shorthand for connection and a fast way to say “I get it” without over-explaining. The line between digital and real life? For Gen Alpha, it barely exists. Their language reflects that. It’s fluid, referential, and always **one step ahead of the algorithm**. To understand their slang is to glimpse how Gen Alpha sees the world: highly social, somewhat surreal, and where the boundaries of digital and real world experiences are increasingly blurred and less distinct. ## The Gen Alpha glossary Here are the must-knows. ### **Rizz** Charisma. Presence. If someone has rizz, they know how to charm. Oxford even made it Word of the Year in 2023. ### **Rizzler** Someone with top-tier rizz. Confident, cool, unflappable. ### **Fanum Tax** When someone takes your food without asking. The term comes from streamer Fanum and is usually said with a grin. “He took the Fanum tax from my chips.” ### **Gyatt** An exaggerated reaction to someone’s appearance, usually out of admiration. Often shouted for effect. “GYATT!” ### **Skibidi** Originally from the viral Skibidi Toilet series on TikTok. Now used to describe anything chaotic, surreal or just plain weird. “That maths lesson was full-on skibidi.” ### **Sigma** Describes someone who does their own thing. Detached. Self-reliant. Often used ironically, but rooted in the old “sigma male” meme. ### **Delulu** Short for “delusional.” Said with self-awareness. “I think they looked at me twice... maybe I’m being a bit delulu.” ### **Ohio** Used to describe cursed, strange or unexplainable things. Born from memes suggesting Ohio is the epicentre of all weirdness. “This energy is straight out of Ohio.” ### **Let Him Cook** Let someone continue what they’re doing, even if it seems odd. There’s a chance it’s genius. “It looks chaotic, but let him cook.” ### **Mewing** A TikTok-born technique involving tongue posture, supposedly to sharpen your jawline. It’s part of Gen Alpha’s fascination with transformation and aesthetics. ### **Chicken Jockey** A Minecraft mob that’s become slang for bizarre combinations. “That outfit is giving chicken jockey.” ### **Brainrot** Describes overstimulating, low-effort or ridiculous content. But in a good way. “I’ve got brainrot from scrolling edits for an hour.” ![](https://influence.digital/storage/01JTR4Y7E6FNGWPBWZ1F9NW2XK.jpg) Yahoo ## Why this stuff matters Slang has always been **a marker of identity**. Every generation has used language to signal who they are, what they value, and who’s in or out of the loop. But for Gen Alpha, the landscape is different. Their slang isn’t passed down through subcultures or cliques, but **shaped by algorithms, creators and global platforms**. It moves at the pace of a swipe, often emerging from seven-second edits or stream-of-consciousness voiceovers. What starts as a soundbite or a meme can morph into social currency overnight. That doesn’t mean you need to start using it. However, if your work touches culture, communication, or audience insight, it’s worth paying attention. Aside from attempting to adopt the language, perhaps marketers should go back to first principles and keep the following questions at the forefront of their minds.What does Gen Alpha slang tell us about this generation’s relationship with the world? How does this slang help us better understand how they want the world to relate to them? _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Steven Franklin on May 6th, 2025 ## Timeless Cowboy Core # Is Cowboy Core Timeless? I started thinking about this when I flicked onto Instagram and saw three of my friends on separate hen party weekends that were all cowboy themed. _“XYZ’s last hoedown_” dawned plastic cups and everyone was accessorized in bedazzled boots and hats. These particular women were not from a rural area, weren't country music fans, and I wouldn’t even bet they’d been on a farm or rode a horse before. So, what is this ‘ _Cowboy Core_’ allure all about, why does it have a chokehold on society right now, and will it last? ![](https://influence.digital/storage/01K10VKZN8ZZS4H9H8PNFG0MH7.jpg) The Hen ## Western Beginnings The roots of our beloved _Cowboy Core_ unsurprisingly can be traced back to the utilitarian garb of the American West and Mexican vaqueros (the original horsemen of the 19th century). These ensembles focused on functionality, a necessity for frontier life. What we regard now as fashion, was then designed for durability: wide-brimmed hats offered sun protection, leather boots were for riding rough terrain, and denim provided toughness and ease to last comfortably throughout a hard day’s work. The aesthetic was later popularized through Western films in the early 20th century, with stars like _Tom Mix, John Wanye_ and _Roy Rogers_ turning cowboy style into a romanticized version of rugged independence. Over time, the look evolved through country music, television, film, and celebrity culture. ![](https://influence.digital/storage/01K10VGP9T97MF2NBKAF9JTZR9.jpg) Mostly Westerns ## Modern Revival _Cowboy Core_ is now enjoying a full-blown renaissance. From _Beyoncé’_ s _Cowboy Carter_ to _Ralph Lauren’_ s Western-inspired collections, the once-niche style has become high-street and arguably even high-fashion. TikTok is flooded with line dancing tutorials, cowboy boot hauls, and modern Wild West GRWMs. Retail giant _Kemo Sabe_ (Western hats) even saw 313% sales growth this year, popular with celebrities like _Beyoncé, Rihanna, Bella Hadid_ _(Ref -_ [_Financial Times_](https://www.ft.com/content/13663bdf-0236-4b33-b315-913c0e1395e1?utm_source=chatgpt.com) _)._ This resurgence isn’t random. It’s a delightful blend of nostalgia, escapism, and identity-play. _Cowboy Core_ allows people to properly step into a fantasy, where they can be free-spirited and rebellious - without actually needing to live it. It’s rugged but glam, tough but playful, and it comes with a whole lifestyle attached (even if it’s just for the duration of a hen party). ![](https://influence.digital/storage/01K10VGPA39YPAA9QG679EWT2Y.jpg) Beyonce On social media, _Cowboy Core_ fits perfectly into meme-able, shareable, and customizable content. There’s also something intentionally ironic about it: city girls in fringe chaps, finance bros in rhinestone hats, the costume-like nature lets people both participate in the trend and poke fun at it. And this layered performance is exactly what thrives on Instagram and TikTok. For brands, _Cowboy Core_ is more than just an aesthetic, it’s a cultural mood board. It signals playfulness, escapism, and a willingness to mix irony with sincerity.Whether it’s in campaign visuals, limited-edition merch, or influencer partnerships, leaning into _Cowboy Core_ (or understanding why people are leaning in) offers an opportunity to feel timely without chasing every micro-trend. ![](https://influence.digital/storage/01K10VGPB7WFREEH0DWWP5W6GA.jpg) Ralph Lauren ## Will It Last? So is _Cowboy Core_ timeless? That depends on how we define it. If we’re talking fashion cycles, Western wear always finds its way back. It’s versatile, visually strong, and emotionally loaded with American iconography. If we’re talking about the current trend wave - sequinned cowgirl boots and “ _yeehaw”_ captions - that may pass. But the broader aesthetic will always find a home in music, fashion, and digital culture. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Sydney Cameron on July 25th, 2025 ## Apple iPod Anniversary # “1,000 Songs In Your Pocket” ## Celebrating The 20th Anniversary Of The “ _Gadget Of The 21st Century_” – Apple’s iPod **Last Saturday** marked the anniversary of one of the most defining moments in Apple’s history – the **first-generation iPod’s** entrance into the world. Steve Jobs first introduced this **iconic device** in 2001, at a small press event at the Town Hall auditorium at Apple’s former Infinite loop headquarters; pulling it out his **pocket**, he famously pitched it with the **slogan**: “ _1,000 songs in your pocket_.” ![](https://influence.digital/storage/01JCGJ0M7NWDAF6YWTNP7C0R69.png) Kim Kulish/Corbis via Getty “ _With_ **_iPod_** _, Apple has invented a whole new category of digital music player that lets you put your_ **_entire music collection_** _in your pocket and listen to it_ **_wherever you go_** _,_” Jobs stated in a press release. “ _With iPod, listening to_ **_music_** _will never be the same again._” And he wasn’t wrong – this slick little device **revolutionised how people consumed and experienced music**; it was the product of the moment, the must-have gadget, the jewel in Apple’s crown. The iPod, along with the original iMac, helped the company – faced with **bankruptcy** in the late 1990s and a loss of $195 million by 2001 – keep its head above water, later turning **out to be one of the most important products in Apple’s history**. It not only became a **bestseller**, named the “ _gadget of the 21st century,_” but started a **legacy**: a chain of iPod models, each unique, of which more than 400 million have reportedly been sold. ![](https://influence.digital/storage/01JCGJ0M7Y3M8Z4QWVMPCVKRME.jpg) macrumours.com Two years after the birth of the iPod came the launch of **iTunes**, which changed the way we all discover, shop and listen to music. Offering the music industry and its customers a **downloading service** made the consumption of music the more accessible, enjoyable and enticing. Of course, the 2007 launch of the iPhone, combining a mobile and an internet browser with a music player all-in-one, signalled the **iPod’s demise**. Music streaming overtook digital downloads, and people now would choose to pay for a music subscription to a site, like Spotify, over a narrower range of MP3s. That being said – to honour this day, let’s reminisce on the evolvement of the iconic **iPod** over the years. ## iPod, 2001 The **era-defining** music player featured an innovative scroll wheel to navigate up to 1,000 CD-quality songs. ![](https://influence.digital/storage/01JCGJ0M808J196C0SX8MEA1PA.jpg) people.com ## iPod Mini, 2004 A cheaper, slimmer version of the iPod, with **function buttons** on the click wheel, became available in five metallic colours: blue, pink, silver, green and gold. ![](https://influence.digital/storage/01JCGJ0M82BNTNA7Z76MG5EZ7R.png) Apple Support ## iPod Shuffle, 2005 Without an LCD screen, this miniature audio player was designed for people content with **shuffling** the songs on their playlists. ![](https://influence.digital/storage/01JCGJENE2FET5F2TKBERYZZ5A.jpg) The Verge ## iPod Classic, 2007 A **hotshot gadget** for music collectors, the sixth-generation model included an album cover flow and **Genius Mixes** (Apple-generated playlists from users’ songs). The 160GB model held up to 40,000 songs. ![](https://influence.digital/storage/01JCGJ0M87WD91EAS5PVD60JYD.jpg) Apple History ## iPod Touch, 2007 The only iPod that has **withstood the test of time** – still available to buy from Apple, this iPod resembles an iPhone, just minus the function for phone calls. ![](https://influence.digital/storage/01JCGJ0M89KNT750CJ84CQTXSC.png) Apple Support Whilst the iPod’s glory days are over, with the iPod touch being the sole remaining model on the market, its history is a **golden** one. What was once an **enormous gamble** not only helped Apple to become a trillion-dollar **powerhouse**, but shaped the way we all consume, discover and experience music today. _Looking for a London-based digital and social media agency to help you achieve your goals? Get in touch_ [_here_](https://staging.influence.digital/contact) _._ Scarlet Wilkins on October 25th, 2021 ## Christmas Mystery Advert # Waitrose's Intriguing Christmas Mystery Advert A fun twist on the traditional Christmas spot. ## Waitrose unveils christmas campaign with a twist _Waitrose_ has kicked off its Christmas ad series with ‘ _Sweet Suspicion: A Waitrose Mystery,’_ launching its festive campaign with a suspenseful two-part storyline. The ad offers a fun twist on the traditional Christmas spot, featuring an all-star cast and an intriguing ‘whodunnit’ theme that will keep audiences guessing until the concluding part in a few weeks. ## A delicious mystery unfolds Created by _Saatchi & Saatchi_, the story centers around a food-loving family preparing for Christmas Day. However, a surprise twist soon arises when their centerpiece dessert mysteriously vanishes. ![](https://influence.digital/storage/01JC6D753PA0HCVV2JJD8HH2XQ.jpg) Waitrose ## Meet the detective: Matthew Macfadyen Succession star _Matthew Macfadyen_ plays an earnest amateur detective who’s eager to solve the mystery. Is the culprit the exasperated grandmother, or could it be _Samira,_ the frazzled hostess? With a lively cast of suspects, viewers are invited to piece together clues to uncover who committed the festive ‘crime.’ ![](https://influence.digital/storage/01JC6D753YCREVR6P7CKZ4KR2W.jpg) Waitrose ## A serialised campaign The mystery will continue later this month with a second installment that will reveal the culprit, marking the brand's first serialized campaign. The campaign also expands into social media, where suspects share humorous alibis. There are outdoor displays designed as evidence boards; in-store activities where customers can hunt for clues to solve the mystery; and a partnership with top crime writers and The Times newspaper. ![](https://influence.digital/storage/01JC6D7543Q9T5D86A4DETAHYD.jpg) Waitrose ## A new approach to holiday advertising Directed by _Lucy Forbes_, known for _This is Going to Hurt_, the ad focuses more on storytelling than on pushing the product—a refreshing approach for a supermarket brand, especially compared to other Christmas ads so far this year. Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch [here](https://influence.digital/contact/). Beatriz Barot on November 8th, 2024 ## Celebrity Endorsement Costs # The Ordinary’s Campaign Highlights The Price Of Celebrity Endorsements The skincare brand’s installation stacks up cash to reveal how celebrity ambassadors can mean a worse deal for customers. _The Ordinary_ recently launched a pop-up in Manhattan with a 10 million dollar pile of fake dollars to spotlight the cost of celebrity-endorsed skincare. ![](https://influence.digital/storage/01JWPB8JYKRE65R89TKE44E892.jpg) The brand argued that this hidden cost is passed to consumers and illustrates the point with outdoor ads, social posts and influencer support. _“Whilst we acknowledge that promoting products with celebrity ambassadors can add value to beauty brands, most people don’t realise just how expensive this ‘ingredient’ can be, so we’ve decided to show them in the most visceral way possible,_” a brand spokesperson said. ![](https://influence.digital/storage/01JWPB8K7A7E1D8ZMD4EY5FYE7.jpg) The brand has spotlighted this issue in past campaigns, and this marks the latest in a series of bold activations with _Uncommon Creative Studio,_ all designed to set _The Ordinary_ apart in the skincare and beauty industry. _“We like to be very transparent, direct, clear, and human. We always question, 'But what does the science say?’ and we lead with that message_,” chief brand officer _Dionne Lois Cullen_ stated in a recent interview. “ _We’re also very open. We basically tell our consumers everything, and it’s actually a very peaceful position to be in._” _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Lola Marshall on June 1st, 2025 ## Coke's 2025 Campaign Relaunch # The Return of 'Share a Coke' Coca-Cola's \" _Share a Coke_\" campaign, which first launched in 2011, quickly became a marketing sensation. By replacing its iconic logo with popular names on bottles, the brand created a fun and shareable experience that resonated with consumers globally. Fast forward to 2025, and Coca-Cola has decided to bring back this beloved campaign, this time with a focus on Gen Z. But how did the relaunch unfold, and what can we learn from it? ## The origins of ‘Share a Coke’ The original “Share a Coke” campaign was first introduced in Australia in 2011. Replacing the brand’s logo with popular names on bottles, it became an instant success. In Australia alone, over 250 million bottles were sold, and the campaign expanded to 70 countries around the world. The campaign built **a strong emotional connection** with consumers by offering a personalised and fun experience that encouraged people to share their Cokes with others. Who will you Share A Coke with? - YouTube [Photo image of Coca-Cola](https://www.youtube.com/channel/UCosXctaTYxN4YPIvI5Fpcrw?embeds_referring_euri=https%3A%2F%2Finfluence.digital%2F) ## The 2025 relaunch: adding a digital twist While the central concept of personalised bottles with names remained, Coca-Cola introduced several new features to resonate with a more digitally engaged audience: - **Expanded Name Range**: This time, Coca-Cola expanded the range of names, making it more inclusive and appealing to a global audience. - **Memory Maker**: A new QR code on each bottle allows users to upload photos or videos to a shared feed, creating a more social experience. - **Customisation Platform**: Fans can personalise their own Coke bottles online, adding names or phrases. - **McDonald's Partnership**: An exclusive meal bundle with McDonald's had also added a layer of in-person interaction, encouraging group experiences at the restaurant. These changes reflect Coca-Cola’s attempt to modernise the campaign, particularly by tapping into the digital behaviours and social habits of Gen Z. ![](https://influence.digital/storage/01JQVBXCJD1G48C4AV387ZFBJ6.jpg) Creative Salon ## Balancing digital trends with nostalgia Coca-Cola’s 2025 relaunch of \"Share a Coke\" aimed to capture Gen Z’s love for **technology, social sharing and personalisation**. By introducing digital features such as QR codes for photo sharing and online bottle customisation, the campaign sought to create a more connected and interactive experience. However, as Gen Z is already well-versed in personalised digital interactions, these new features might not have the same impact as they did when the campaign first launched. Nevertheless, the relaunch succeeded in tapping into the **emotional connection** many Gen Z and Millennial consumers have with the original \"Share a Coke\" campaign. The nostalgic appeal of seeing one’s name on a bottle still resonates strongly. Additionally, the **partnership with McDonald's played a key role in engaging Gen Z**, who values social experiences and spending time with friends in public spaces. This collaboration enhanced the campaign's appeal by aligning with Gen Z’s desire for unique, in-the-moment experiences. While Coca-Cola’s digital innovations were a step in the right direction, QR codes and online customisation are now standard in marketing. To maintain long-term engagement, Coca-Cola will likely need to explore more creative and immersive ways to keep the campaign fresh and compelling for a generation that demands constant innovation. ![](https://influence.digital/storage/01JQVBZEFHABW20HA2EYGDFQXM.jpg) Bleeding Cool ## Key takeaways - **Personalisation Remains Powerful**: The core idea of personalising a Coke bottle still carries emotional value, even in a highly digital world. - **Digital Engagement Needs Innovation**: Digital tools like QR codes and online customisation are familiar to many, so Coca-Cola may need to go beyond these features to stand out in an increasingly crowded digital space. - **Collaborations Can Strengthen Real-World Connections**: Partnerships, like the one with McDonald’s, are crucial in engaging audiences in real-world settings, adding an extra layer of connection to the campaign. The 2025 relaunch of \"Share a Coke\" demonstrates how a timeless campaign can evolve to appeal to a new generation. While Coca-Cola introduced several features to cater to Gen Z’s digital preferences, the heart of the campaign remains rooted in personalisation and connection. By blending nostalgia with modern elements, Coca-Cola has shown how classic campaigns can stay relevant while adapting to contemporary trends. Beatriz Barot on April 2nd, 2025 ## Social Media vs Personal Growth # Social Media Growth vs Personal Growth How social media is challenging the \"new year, new me\" mindset. Social media challenges are pushing the “New Year, New Me” mindset by encouraging personal growth whilst fostering community engagement, thanks to user-generated content. While they provide motivation and accountability, they also risk fuelling comparison and the pressure to achieve perfection. ## The rise of social media challenges As the new year begins, we’re often swept up in the “New Year, New Me” energy, setting goals, building habits, and seeking self-improvement. Social media has become a central space for various \"challenge\" trends that push us to reinvent ourselves. Popular challenges like Gymshark 66 and 75 Hard are promoting holistic transformations that go beyond just eating healthy and focus on reshaping mindsets, behaviours and lifestyles. Social media encourages an all-or-nothing mentality, if you’re not taking on a transformative challenge, are you even trying to improve yourself? ## The social media community A key driver behind the success of challenges like Gymshark 66 and 75 Hard is the sense of community they cultivate on social media. Participants share their struggles, wins and progress, fostering motivation and accountability, while creating a feeling of belonging. For many, posting fitness goals or mental health milestones online can act as a commitment device, encouraging them to stick to their plans. The visual nature of platforms like Instagram and TikTok amplifies this, as people document their transformations, often in real-time. This sense of connection can inspire others to join in and engage with the brand, as Gymshark has done by leveraging user-generated content to build loyalty. ![](https://influence.digital/storage/01JJW206E8XRA3DKR6DNMVK3XZ.jpg) CottonBro Studio ## Gymshark 66: flexibility and consistency Gymshark 66 is an example of a challenge designed to help participants build sustainable habits over a 66-day period. Unlike many challenges that focus solely on extreme fitness goals, Gymshark 66 emphasises consistency and flexibility. It encourages individuals to select a personal goal, whether related to fitness, nutrition, or mental well-being and commit to it for 66 days. The goal is to create lasting habits, not achieve perfection. The key appeal of Gymshark 66 is its relatability. It acknowledges that life isn’t always perfect and that habits take time to develop. Participants are encouraged to share their experiences through user-generated content, which in turn strengthens the sense of community. Gymshark’s active engagement with participants also helps reinforce the idea that personal progress is the ultimate goal, not just the appearance of success. Yet, as more people share their progress, individuals may feel the need to escalate their efforts to \"keep up.\" This can undermine the original goal of developing lasting habits, shifting the focus instead to performance and external validation. ![](https://influence.digital/storage/01JJW206F8SXADHJBZKZD7G20Q.png) Gymshark ## 75 Hard: the intense path to mental toughness In contrast, the 75 Hard challenge, created by entrepreneur Andy Frisella, takes a much more rigid and intense approach. Over the course of 75 days, participants must adhere to five specific rules. Failure to complete any of the tasks means starting the challenge over from day one. While the goal of 75 Hard is to build mental toughness and resilience, its intensity can be overwhelming, especially in a space where personal comparison is at its highest. While some participants thrive under the structure and discipline, others find the challenge to be emotionally draining, especially when they see others succeed with ease. The culture of \"success at all costs\" can lead to people feeling they are failing or not measuring up to others' experiences. Despite its demanding nature, 75 Hard generates a massive amount of user-generated content. The challenge’s rigid rules and visible results make it easy for people to document their progress in a dramatic way, fuelling the sense of achievement and inspiration. But, as with other challenges, it raises questions about whether this type of extreme commitment is truly healthy for everyone, or whether it's just another way to chase validation and approval online. ![](https://influence.digital/storage/01JJW206FV00B61BTHN85776CP.jpg) Andrea Piacquadio - Pexels ## Growth, reflection and connection In a world that often values instant gratification, challenges like Gymshark 66 and 75 Hard offer a fresh opportunity for long-term growth and reflection. Beyond personal transformation, they also help build social media presence, especially on platforms like TikTok, where followers engage in the journey of others. These challenges provide structure, motivation and community, making them powerful tools for both personal and digital growth. Renee McLean on January 30th, 2025 ## Bold Creative Campaign Science Museum # Splendid Dreams: A Bold Creative Campaign Visualising science and splendour for the Science Museum's landmark exhibition. Science Museum - Versailles Science & Splendour from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/2072137079-08da892ad8f3a301578be5113351d9ab3474c6356747ce64f637a73a2098dd5e-d?mw=80&q=85) ## Reimagining Versailles: the creative vision The Science Museum needed a bold creative concept for _Versailles: Science and Splendour_ \\- their latest major exhibition revealing the powerful role of **science and discovery at the Palace of Versailles.** See how we developed a creative route to refract the opulent history of Versailles through a **modern lens**. Science & Splendour: Science Museum from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/2037379424-556d174a7fccc96aae63874aef3add8a943663b549b47bd895a2076c1e300455-d?mw=80&q=85) ## Designing a portal of imagination Our “ **_Splendid Dreams_** **” concept** echoed the exhibition’s exploration of 17th-century Versailles, blending the opulence of Versailles and the surreal. Scientific discoveries and fantastical visions intertwined. A **portal of imagination**. Combining scientific objects with elements of artwork from the palace's walls, we created a space where **innovation meets imagination**. Versailles’ iconic archways inspired our a modern, geometric twist on the palace’s extravagant architecture. ![](https://influence.digital/storage/01K0C1FRYJ0YT6R1AFFX5WRTEQ.jpg) ## A splendid digital and OOH campaign Our artwork became the **gravitational centre of the exhibition** and the Science Museum’s marketing campaign, both for digital and OOH around London and within the museum itself. Critics gave the exhibition golden reviews. It was a _très magnifique_ launch for the Science Museum! ![](https://influence.digital/storage/01K0C09CB7W50GWGZ7YSFRKF6B.jpg) Scarlet Wilkins on July 16th, 2025 ## Personal Growth Frameworks # Our Senior Strategist's \"Frameworks for the Self\" **“You have to understand the problem. And when you understand it and break it down into small parts, then you can go on.” - Richard Feynman** _(Nobel Prize in Physics, 1965)_ ![](https://influence.digital/storage/01JRG5JGQ5RHV46D1NMR36848W.jpg) A couple of years ago, I boarded a flight to visit my family for a short break. As the plane took off, I couldn’t shake the feeling that something was a little off. On paper, everything was fine, but there were some question marks buried underneath. It’s not a particularly original crisis - so much of it was driven by social media, showing us curated lives, snippets and success stories designed to impress. And with AI delivering knowledge on demand, there’s almost a pressure to have your life figured out instantly. The problem is, when everything’s available, it’s easy to lose sight of what really matters. I realised I was applying strategy to everything except myself. Around that time, I read a Harvard Business Review article that touched on applying strategic thinking to personal growth. It did make me wonder - if businesses can thrive by applying structured models and frameworks, why couldn’t I do the same for my own life? It planted a seed of an idea that I decided to explore. I’ve helped businesses navigate complexity for years - using tools like _SCQA_, hypothesis problem trees, and frameworks like _What, Who, Why, How_ to simplify problems, find clarity, and structure effective solutions. But when it came to my own life, I was often improvising. So, I decided to bring structure to my own sense of direction. First, I asked myself the most fundamental strategic question: _What’s important to me?_ It sounds obvious, but when you try to capture it on paper, you’re forced to prioritise. I made a list - health, friends, creativity, autonomy, making an impact. But then I went a step further and rated them from 1 to 10. And then I rated where they stood right now. That’s when it becomes a bit more difficult. Perhaps I said friendships were a 9 in importance. But if I wasn’t putting all the effort in, was I really valuing them? Autonomy always scored high for me, but I was realising how often I was compromising it. It was like doing a SWOT analysis applied to my own life - strengths, weaknesses, opportunities, threats laid open. And the gaps became obvious. Identifying strengths was next. Strategists are trained to identify what makes something unique, but it’s quite a different exercise when turned inward. You don’t always get social proof for your strengths in the same way a brand does. It requires honesty, and a willingness to see yourself without the haze of aspiration. Then I moved on to values. Companies love talking about values, but how often do we truly interrogate our own? I made a list - authenticity, creativity, compassion. Narrowing them down was tough. But the exercise itself was valuable. As _Paulo Coelho_ writes in _The Alchemist_, “When we strive to become better than we are, everything around us becomes better, too.” Understanding your own values is about striving towards something, not simply coasting along. Mapping out the activities that genuinely light me up came next - the things that make me feel alive. And I realised how little time I was actively dedicating to them. It’s like a business that’s brilliant at making furniture but spends all its time selling shoes. You lose sight of what actually works. The question that followed was: _What need can I help address in the world?_ I’ve always cared about big ideas - equality, kindness, access to education. Articulating those goals on paper made them real. And then I tried to distil it all into a purpose statement. Something like: “ _I want to spark and lead conversations to build a world of fairness, opportunity, and compassion.”_ This exercise didn’t produce a flawless roadmap, but it wasn’t really supposed to. However, it did provide clarity - my own kind of compass, built from my values and strengths. Strategic models like _SCQA_ or _SWOT_ aren’t just business tools. They’re tools for life. _SCQA_ helps me frame challenges, break them down into actionable parts. Hypothesis problem trees allow me to visualise root causes versus symptoms. Applying these models to myself has given me something invaluable: clarity. None the less, strategy isn’t a cure-all. Life is unpredictable, and while frameworks can provide clarity, they can also create an illusion of control. The truth is, we use these tools to make sense of complexity, not to master it. And applying strategy to personal growth isn’t necessarily revolutionary. In many ways, it’s obvious - think of practices like cognitive behavioural therapy, which involves breaking down thoughts and behaviours into manageable parts to identify patterns and address underlying issues. But just because something is obvious doesn’t mean it’s easy. Recognising that gap is where the value lies. So, here’s the takeaway. If you feel like you’re drifting a little, take the time to break things down. Define what matters. Write it down. Rate it. Identify the gaps between where you are and where you want to be. As The Alchemist reminds us, _“People are capable, at any time in their lives, of doing what they dream of._” Perhaps most importantly, strategic tools can push us to engage with our own complexity. It’s not about eliminating uncertainty, but finding clarity within it. And if you do this honestly, you’ll end up with something invaluable - a strategic framework for your own growth. Not a rigid plan, but a guiding star you can keep returning to when things feel unclear. Applying strategy to your own life isn’t about control - it’s about clarity. And in a world drowning in information, that’s worth more than ever. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Sufyan Belhoche on April 10th, 2025 ## Letterboxd's Film Impact # How Has Letterboxd Transformed Film Consumption? What is Letterboxd? How is it connected to film? And how has this platform impacted film criticism and the way films are consumed nowadays? In this blog, we will explore the connections between Letterboxd and the world of cinema, examining its influence and impact on film criticism as well as on film consumption. ## What is Letterboxd? Letterboxd is described as a “ _social platform for sharing your taste in film_” that encourages discussion and discovery, meant to function as a public diary. Think of some sort of Goodreads for films, where users can **log, rate, and review** **films** they’ve watched, read and like what other users have seen and build lists. In Letterboxd everyone's a critic. ![](https://influence.digital/storage/01JASRT8PVG49T3QDH6TG3BW06.png) Android Authority ## From niche to mainstream When it first entered the scene in 2011, Letterboxd successfully positioned itself as the **ideal intersection between a social media platform, a forum and a blog**. Surprisingly, while the platform is more than ten years old, it has only recently blown up, growing over 3 million new users over the last year. The user base, which stood at 5 million in 2021, skyrocketed to a staggering 11 million by the end of 2023. This remarkable growth is, in part, credited to the resurgence and heightened interest in movie culture stemming from the lockdowns of 2020. The platform’s transformation, fuelled by the numerous influx of users, has not only reshaped the platform itself but also revolutionised the way it functions. As a result, Letterboxd has gone f **rom a niche platform to a mainstream app** that has moved beyond its insulated role in the lives of film enthusiasts and branched out to include entertainment update accounts, meme pages, and has even participated in red-carpet events. Letterboxd's arrival has reshaped film criticism, bringing about a notable shift in the way movies are evaluated, consumed and discussed. ![](https://influence.digital/storage/01JASRT8QKBJFQ8A290MBBBKT3.jpg) Letterboxd ## Letterboxd challenges However, this transition hasn't been without challenges. The platform's original appeal as a space for authentic, thoughtful film discussions has contended with the emergence of reflexive jokes and meme-driven content. What was once considered a personal diary for film aficionados has now evolved into a widely discussed topic across various online spaces. The platform changed as more users joined, stirring conversation among those just discovering it and the longstanding cinephile community. As a consequence, the editorial side of the platform leaned into one of its most well-known and defining features: **the Top Four**. Similar to Spotify’s Wrapped feature, users on the app can curate and choose up to four movies that live on their profile as their favourites. This defining feature has taken centre stage in **shaping the user's identity**. By curating their Top Four favourite films, displayed prominently on their profiles, influencing their online persona. This feature has been embraced not only by users but also by the platform's editorial team, extending its reach to red-carpet interviews and social media snippets. The spotlight on statistics, accomplishments, and status has led certain users to ponder whether the joy of watching movies has been eclipsed by the competitive aspect of Letterboxd. The platform's efficacy in encouraging particular behaviours, such as watching more movies and completing challenges, has inadvertently transformed film-watching into a somewhat of a competitive pursuit. This shift has prompted questions on whether the primary focus should be on the quality of the film-watching experience rather than the quantity of films being logged. ![](https://influence.digital/storage/01JASRT8QP3BVBYT2KYHR3EJSF.jpg) Letterboxd ## Social media and film consumption Letterboxd's journey reflects the broader challenges faced by social media platforms when transitioning from niche to mainstream. Whether democratising film critique or shaping contemporary consumption, the platform continues to spark conversations. As debates continue on the role and impact of Letterboxd on film culture, it remains a compelling case study in the dynamic relationship between film production and consumption and social media platforms. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Beatriz Barot on January 18th, 2024 ## Realme UK Campaign realme # Daring to Leap with realme We built a distinctive UK presence for a rising tech brand. The world’s fastest growing smartphone brand was set to leap into the UK market. We **amplified brand awareness** and built an **engaged community of Gen-Z netizens**, using an innovative social media strategy. Established in 2018, realme rapidly emerged as a global technology brand, wearing bold its motto ‘Dare To Leap.’ As of June 2020, realme’s global users reached 35 million. Here’s how we took realme to new heights in the UK. ## Selfie! Digital-first photoshoots & mixed media magic Our mixed media assets incorporated Gen Z digital culture elements made waves in the tech scene – bold typography, textures and striking motion graphics. These cutting-edge creatives helped to **organically grow the IG following by 15.3K followers and TW by 16.2K in the first year.** Taking our asset game to the next level, we directed and produced a bespoke photoshoot for the realme 8 5G campaign. The images were used to create a variety of motion-inspired assets that embodied realme’s **spirit of adventure, movement and rhythm.** We sparked back-and-forths with our growing community, establishing realme’s products as **talking points on socials**. From tongue-in-cheek remarks, to daring text-only Tweets and meme-style giveaways. ## Influencers recruited to the realme team We teamed up with up-and-coming Gen Z influencers who shared our Dare To Leap motto. From product-specific challenges, to introducing the realme mascot ‘realmeow’ and driving sponsored YT product placements. ![](https://influence.digital/assets/media/icons/noun-6562093.svg) 5 Campaigns ![](https://influence.digital/assets/media/icons/noun-4633734.svg) 902,905 Impressions ![](https://influence.digital/assets/media/icons/noun-463193.svg) 22% Average ER “Launching a mobile brand in the UK is a daunting task, but Influence Digital seized the opportunity to carve out a distinctive social presence that drove brand awareness and built up excitement for new products that authentically connected with our target audience. The team showed that they were naturals at communicating with the Gen-Z demographic, ensuring all social touchpoints, such as copy, product creatives, influencer partnerships and model shooting, were crafted with relevancy and engagement in mind. As our community grew, Influence Digital evolved our persona to further cement realme’s credentials as a trendsetting brand, reacting quickly to trending topics and agile responses. Their work has supercharged realme’s growth in the UK and driven an incredible amount of brand value and positive sentiment on social media.” Giang, realme Marketing Manager Eddie Preti on March 27th, 2022 ## AI Comments on Instagram # Meta's AI-Generated Comments on Instagram Is this the beginning of a new era engagement? ## Meta’s Experiment with AI-Generated Comments Meta is currently testing AI-generated comments on Instagram, marking another step in the increasing integration of artificial intelligence into social media interactions. This new feature, observed by select users, introduces an AI-driven commenting tool that suggests responses tailored to the content of a post. Users who see a ‘pencil with a star’ icon in the comments field can generate AI-suggested comments with a single tap. This move aligns with broader trends in social media automation, where AI is being leveraged to facilitate engagement. Platforms such as LinkedIn have already introduced AI-generated comments, and Gmail offers automated reply suggestions. However, Meta’s implementation is distinct in its effort to generate more contextually relevant and human-like responses ![](https://influence.digital/storage/01JQNV3YW8A4Q1Q6XXMEF130J7.jpg) Tech Crunch ## The Potential Benefits of AI-Generated Comments Meta’s AI-driven comment feature is designed to lower the effort required for users to engage with content, potentially increasing overall interaction on the platform. By automating responses, Meta aims to: - Enhance user engagement by providing effortless ways to interact with posts. - Encourage increased activity on Instagram by reducing barriers to participation. - Improve visibility for posts, as higher engagement levels can influence platform algorithms to promote content more widely. From a business perspective, this initiative could also provide Meta with advantages in terms of advertising revenue and data collection. Increased interaction metrics could make Instagram more attractive to advertisers seeking to reach actively engaged audiences. ## Challenges and Concerns Despite the potential benefits, the introduction of AI-generated comments raises several concerns. One of the primary issues is authenticity. Social media thrives on genuine human interaction, and an influx of AI-generated responses may dilute the personal nature of conversations. Some users may perceive these automated comments as impersonal or lacking in meaningful engagement. Additionally, content moderation remains a significant challenge. If AI-generated comments become indistinguishable from human responses, there is potential for misinformation, spam, or even inappropriate content to spread. Meta has previously faced scrutiny regarding its approach to content moderation, and the integration of AI-driven responses could further complicate these challenges. Another consideration is user perception. While some users may appreciate the convenience of AI-generated interactions, others may find them intrusive or unnecessary. The success of this feature will likely depend on how well it is received and whether users find value in AI-assisted engagement. ## The Future of AI in Social Media Meta’s push towards AI-driven engagement reflects broader trends within the tech industry. As competition among social media platforms intensifies, companies are increasingly exploring ways to enhance user experience through automation. AI-generated content is becoming a key component of this strategy, with platforms like TikTok and X also experimenting with AI-driven features. The introduction of AI-generated comments could shape the future of digital interactions, but the balance between automation and authentic human engagement will be crucial. If AI-generated responses succeed in fostering meaningful interactions, they could become a staple of social media engagement. However, if users find them to be superficial or disruptive, Meta may need to reassess its approach. Ultimately, the success of AI-generated comments will depend on user acceptance and the extent to which they contribute to a more engaging and interactive social media experience. As this feature continues to be tested, its long-term impact on Instagram and the wider social media landscape remains to be seen. Darcy Lloyd on March 21st, 2025 ## Wicked Marketing Campaign # Inside the Marketing Campaign for Wicked Universal Pictures' _Wicked_ movie, one of 2024’s most anticipated releases, boasts an imaginative campaign rich in nostalgia and high-profile brand partnerships, immersing audiences in the world of Oz. ## Multi-industry brand collaborations The _Wicked_ campaign **taps into partnerships across diverse industries**, each appealing to different fan demographics. **MAC Cosmetics** has created a limited-edition makeup line inspired by Elphaba’s and Glinda’s iconic looks, complete with bold greens and magical pastels. **Spotify**, on the other hand, is leveraging the film’s soundtrack to engage music lovers with exclusive playlists and sneak peeks of the movie’s songs, keeping fans connected to _Wicked_’s legendary musical appeal. For collectors, **_Wicked_** **-themed Funko Pop figurines** featuring Elphaba, Glinda, and other characters will soon hit stores, giving fans of all ages collectible pieces to mark the film's release. Younger fans can also enjoy themed dolls from **Mattel** and **LEGO** sets, bringing the charm of Oz into family playtime. ![](https://influence.digital/storage/01JC3NARDKPAHYCACWBQMW50HE.png) Variety ## High-end experiences and luxe tie-Ins Beyond traditional merchandise, the _Wicked_ team has **forged partnerships with luxury brands to reach an older demographic**. Travel brand Béis has launched a stylish, _Wicked_-themed luggage collection in shades of green and pink, letting fans carry the spirit of _Wicked_ with them on their journeys. Lexus also joins the campaign with its “Experience OZmazing” promotion, merging high-end automotive appeal with the world of _Wicked_. In one of the most unique tie-ins, Absolut offers animmersive cocktail experience, creating a cocktail kit with drinks inspired by the characters. The “Cocktails Straight from Oz” kit includes a _Wicked_-themed green martini, allowing fans to bring the enchantment home. ![](https://influence.digital/storage/01JC3NYCB766JPS99M419018HW.jpg) Bottle Raiders ## Tapping into nostalgia and culture-jacking Much like _Barbie’s_ marketing campaign, which successfully infiltrated pop culture with a “Barbiecore” aesthetic, _Wicked_ has also managed to tap into the timeless appeal of its iconic green and pink colours and the contrasting personalities of its two protagonists, Elphaba and Glinda. By leaning into these familiar symbols, **the campaign resonates with longtime fans while inviting new audiences to connect with the story**. This strategy of “culture-jacking”—tying into a broader cultural phenomenon—adds relevance and excitement to the release, especially as the film drops during the high-consumerism season of Black Friday and Christmas. ![](https://influence.digital/storage/01JC3NAREA0ZER9ZV744PSG7W0.png) Juice Studio ## A strategy for lasting impact While the anticipation for _Wicked_ is already high, the true test will come after the film’s release. Can this excitement be sustained, or will it fade once the premiere is over? With such a broad and immersive marketing strategy, _Wicked_ seems poised to leave a lasting impact. Brands are banking on the film’s enduring legacy and its place as a cultural icon, hoping that this green-hued spell will continue to enchant audiences long after the credits roll. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Beatriz Barot on November 7th, 2024 ## Primavera Sound 2023 Primavera Sound # Primavera Sound 2023: Only At Primavera Blending engaging content and a strategic paid media approach to surpass ticket sales targets for Primavera Sound. ID\\_CS\\_PRIMAVERA\\_01 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1887238543-0554a766b9ae6315c761d240c30b9f08c6d098c1f3fc9a573577a32438b88149-d?mw=80&q=85) ## Positioning Primavera Sound as the go-to European festival for the UK market We have been working with Primavera Sound festival since 2019. In 2023, we teamed up again tolaunch a **high impact social content and paid media campaign** to appeal to the UK market, aiming to sell at least 30% of their tickets. ## Share-worthy content that showcased the festival's unique allure We wanted to create something unforgettable. Our 'Only At Primavera’ campaign capitalised on **what sets Primavera apart from other festivals.** The discovery element, the ‘holiday’ allure, the once-in-a-lifetime experiential aspect and the huge appeal of the festival for music fanatics across all genres. Our creative approach aimed to build awareness and bring together an audience with shared interests. We created engaging, social-first assets that on organic social and as part of a **large-scale paid media campaign**. ![](https://influence.digital/storage/01J1QD58A1M9JC2XNH4JA20E24.jpg) ID\\_CS\\_PRIMAVERA\\_04 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1887238113-64c619f835a5c2740f6604ec9ff3c31156d9cb45868bc8cac7bcb9d74efcf26e-d?mw=80&q=85) ## A multi-channel approach, serving UK fans a personalised festival experience Our full funnel, multi channel paid campaign used **multiple touch-points in order to create a buzz.** We tapped into audience insight tools, strategy tools and programmatic targeting to create accurate targeting pools. We zeroed in on frequent holiday bookers and festival-goers likely to make the journey overseas. This way, our reach was massive whilst **laser-focused on the right crowd.** Through running multiple variations of the assets highlighting different USPs, we gained insight into **what made each audience segment convert**. We tweaked our creatives and messaging to showcase bespoke creatives per audience and platform, delivering a **festival experience that felt personal and relevant.** ![](https://influence.digital/storage/01J1QD58A6YT0NV94340N8EAH9.jpg) ID\\_CS\\_PRIMAVERA\\_06 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1887238182-16d551a472251c36bb01c3b2ea2d84ff725b1fac1bce2298bc0bfe2f645d13bc-d?mw=80&q=85) ## The encore-worthy results Our campaign exceeded expectations, delivering an 8X ROAS. The UK audience was buzzing, and **tickets flew off the (virtual) shelves.** ID\\_CS\\_PRIMAVERA\\_07 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1887238007-9d0e8697ab014edcfcef84465903d7c42601d10d5b6eacfc6f5454f98c17872d-d?mw=80&q=85) Eddie Preti on September 9th, 2023 ## Risks of PLT's Rebrand # The Risks of PLT's Rebrand _PrettyLittleThing_, part of the _Boohoo Group_, is distancing itself from its fast-fashion past. The brand has wiped its social media clean and introduced a _‘quiet luxury’_ aesthetic across its logo, website and products. But will the rebrand succeed? ![](https://influence.digital/storage/01JNNQXFHRCGSETQC6ZJ0RXADX.jpg) Does the allure of attracting new shoppers outweigh the risk of losing loyal ones? _PrettyLittleThing’s (PLT)_ latest rebrand serves as a reminder that shifting brand identity to combat declining sales is no easy fix. In _PLT’_ s case, its set its sights on _‘’accessible luxury’’_—a sector poised for significant growth in the coming years. But how does a brand known for ultra-fast fashion make that leap? ## A bold new direction For over a decade, _PLT_ built its reputation on providing trend-driven, low-cost fashion. With its signature bubblegum pink branding and playful unicorn aesthetic, the brand carved out a strong identity in the fast-fashion space. However, mounting competition from _Shein_ and ongoing scrutiny over sustainability and ethics left _PLT_ at a crossroads: stay the course or take a bold new direction? It chose the latter. Now, the online retailer is on a mission to _“redefine accessible luxury for a new generation”_ and shed its fast-fashion past. This is a dramatic shift from the image it has cultivated for years. To solidify this transformation and signal a fresh start, a drastic overhaul was necessary—the bubblegum pink and unicorns had to go. ![](https://influence.digital/storage/01JNNQN7SR4YNWDM2GN6RY50D9.jpg) ## Scrutiny over PLT's sustainability _PLT_ has long faced scrutiny over its sustainability and ethical practices. In 2020, the brand made headlines for selling a dress for just 10 pence on Black Friday and less than six months ago, it was offering discounts of up to 90% off everything. Its rock-bottom prices have been heavily criticised for fuelling fast fashion’s environmental impact, alongside ongoing concerns about workers’ rights and fair pay. ## Does the brand's past align with its new direction? The challenge with _PLT’_ s rebrand is that it has yet to address its past in a way that aligns with its new direction. A brand is more than just its logo and aesthetic—if _PLT_ truly wants to shift from fast fashion to accessible luxury, it needs to make fundamental changes to its operations and overall brand strategy. Given how closely it's tied to the fast-fashion model, _PLT_ must prove to customers that its transformation is more than just a visual upgrade. In this case, actions will speak louder than branding. ![](https://influence.digital/storage/01JNNQN7TR64THQ90AN826Y75K.jpg) A shift of this scale also carries risks. _PLT_ built its success on affordability and price-conscious shoppers have already noticed rising costs. Accessible luxury isn’t just about higher price tags—it’s about quality at an attainable price. Has _PLT_ improved its product quality to justify the increase? Is it expecting its existing audience to spend more or is it hoping to attract an entirely new customer base? To succeed, _PLT_ must find a way to retain loyal shoppers while appealing to a fresh audience that aligns with its new brand promise. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Lola Marshall on March 6th, 2025 ## Guide to ChatGPT Usage # A Comprehensive Guide to Using ChatGPT ## Welcome to our guide on using **ChatGPT**! In this walkthrough, we’ll provide you with the essential steps to optimise your interactions with it. ## Introduction **ChatGPT** is an **AI-driven conversational tool** designed to engage users on a variety of topics. It serves as a versatile assistant, capable of providing information, insights, and assistance across diverse domains. ![](https://influence.digital/storage/01J98WCNNYKBY2XJ6TW7GYJPBQ.png) Chat GPT ## We asked Chat GPT what to do to get the most out of the platform, here’s a guide, straight from the source. 1. Ask Specific Questions: Keep your inquiries **clear** and **focused** to get the best responses from ChatGPT. For example, instead of “Tell me about history,” try “What were the main causes of World War II?” 2. Provide Feedback: If you encounter any misunderstandings or errors, **offer feedback** to help ChatGPT improve its responses. 3. Explore Different Topics: Don’t hesitate to **explore a variety of topics**. ChatGPT’s knowledge spans a wide range of subjects, so feel free to ask about anything that interests you. 4. Respectful Communication: Maintain **respectful communication** throughout your interaction with ChatGPT. ## Tips for Effective Conversations: - Be Specific: Pose **clear** and **specific** questions to elicit precise responses. - Provide Context: Add **relevant context** when necessary to aid ChatGPT in understanding you. - Stay Patient: Allow sufficient time to generate comprehensive responses, especially for complex inquiries. - Engage Actively: Maintain an active engagement by responding promptly and providing feedback as needed. - Experiment with Prompts: Explore different types of prompts, such as questions, statements, or creative prompts, to unlock varied responses. - Utilise Formatting: Use basic formatting options, such as bullet points or numbering, to structure your messages for **clarity** and comprehension. - Don’t Overwhelm: Avoid overwhelming it with lengthy messages or overly complex inquiries. ## As with any AI powered software, there are limitations, here are a few to keep in mind: 1. Limited Context Understanding: ChatGPT may struggle to understand context fully, leading to occasional **misunderstandings** or irrelevant responses. 2. Inability to Generate Original Information: While knowledgeable, ChatGPT **relies on existing data** and may not always provide up-to-date or entirely accurate information. 3. Lack of Emotional Understanding: ChatGPT doesn’t possess emotions or empathy, so it may not always recognise or respond appropriately to **emotional cues** in conversations. 4. Potential for Biased Responses: Like any AI, ChatGPT’s responses may reflect biases present in the data it was trained on, requiring users to **critically evaluate** information provided. 5. Difficulty with Abstract Concepts: ChatGPT may struggle with abstract or philosophical concepts, leading to less satisfactory responses in such areas. 6. No Personalised Recommendations: ChatGPT doesn’t have access to **personal data** and can’t provide personalised recommendations tailored to individual preferences or circumstances. 7. Security Concerns: While it strives to maintain user privacy and security, interactions may still carry risks, especially when discussing **sensitive** or **confidential** information. 8. Out of Date Information: ChatGPT 3.5’s data includes information up until **January 2022** so is not fully up to date. ChatGPT is an **invaluable** tool when used right, offering a wealth of information and assistance across diverse topics, ultimately enriching user experiences and fostering productive interactions. But, like any tool, it also has its **limitations** and users need to be mindful of these while using it. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Darcy Lloyd on October 3rd, 2024 ## Transforming Google Search # The evolving landscape of Google Search The way people search is no longer just text-based. AI, images and voice are reshaping how people find information, transforming the way products are found and decisions are made. ## Search behaviour is evolving People now ask more complex, conversational, and multimodal questions using text, images, and voice. Search has shifted from finding information to planning, comparing, and solving problems in one query. This deepens how people interact with brands and expect personalised, context-aware answers. ## AI is transforming how intent is understood Traditional keyword-based targeting is being replaced by AI models that interpret the _intent_ behind a query. AI helps marketers move from “what” people search to “why” they search, unlocking new opportunities to connect at relevant, high-intent moments. ![](https://influence.digital/storage/01KAE09W19PH2B2Z9YNZ3EG6ZG.jpg) DreamHost ## The rise of multimodal search Visual and voice search are mainstream. Google Lens processes 25 billion searches monthly, with one in five showing commercial intent. This growth signals an expanding field for product discovery and advertising beyond text. ![](https://influence.digital/storage/01KAE09W0X6ZGQ7Z6M91HENAD5.jpg) GoSearch ## AI-enhanced search experience Tools like AI Overviews and AI Mode now provide richer, synthesised responses using Google’s advanced reasoning and multimodal capabilities. With billions of users, these features reshape how people explore information and engage with ads. ![](https://influence.digital/storage/01KAE09W1X8VJCHTSJMXE1KY2X.jpg) BOWWE ## AI Max for Search: redefining campaign strategy AI Max extends Search campaigns beyond manual keywords. It interprets meaning, creates dynamic ad copy and landing pages in real time, and identifies untapped queries. Early adopters see 27% more conversions without increasing CPA or ROAS. ![](https://influence.digital/storage/01KAE13WJ1DKX14NEA64VCKHYZ.jpg) Google Ads Help ## Case in point: Volvo AI Max identified and responded to nuanced queries like “electric SUV for large family,” generating real-time tailored headlines and optimised pages. This demonstrates how brands can meet consumers in critical decision-making moments. ![](https://influence.digital/storage/01KADZ9YXHXJZWNQ6REYDFSRF4.jpg) Creative Strategies ## Implications for marketers - Transition from keyword targeting to AI-driven intent understanding. - Ensure strong image, video, and product assets to align with visual and conversational search. - Use AI tools to generate and scale creative content dynamically. - Combine AI Max with Smart Bidding and Performance Max to maximise reach and efficiency. ## Strategic opportunity AI-driven search signals a new era of brand discovery and engagement. Marketers who integrate AI across campaigns will capture intent earlier, deliver relevance at scale, and position their brands as part of the answers people actively seek. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Tamara Askew on November 19th, 2025 ## Peak Social Media Decline # Have we passed peak social media? Social media is entering a new phase. Growth has plateaued, attention is fragmenting, and audiences are engaging less. We’ve been digging into the Financial Times’ idea that we may have reached peak social media, and what that means for brands trying to stay relevant in a changing digital landscape. ## Have we passed peak social media? The Financial Times has suggested that we may have already passed peak social media. Drawing on data from GWI’s global survey of 250,000 adults across 50 countries, the report found that average daily time spent on social platforms peaked in 2022 and has since fallen by almost 10%, now sitting at around 2 hours 20 minutes per day. The decline is most pronounced among Gen Z and users in their 20s, the audiences once seen as social media’s growth engine. Meanwhile, North America bucks the trend, where usage remains about 15% higher than in Europe, suggesting the slowdown isn’t universal and possibly more reflective of broader cultural shifts in how people use the internet. 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While part of this can be attributed to a post-pandemic fall-off (users spending less time online as offline life resumed) the data points to a deeper trend. Since 2014, the share of people using platforms to stay in touch with friends, express themselves, or meet new people has dropped by over 25%, replaced by more passive, habitual scrolling. The report notes that the curve shows a gradual rise and fall over a decade, not a sharp correction, suggesting social media has matured and may now be past its natural growth peak. ![](https://influence.digital/storage/01KAB7HZW91RVMW6V2RV9ADP70.jpg) GWI ## The age of passive participation The age of effortless engagement it would appear is now over. Social media isn’t dying, but is clearly changing shape as its place within global life continues to evolve. People are happier to lurk, watch, and consume quietly, rather than like, share, or comment. Engagements have arguably never been harder to earn on social media and the days of audiences smashing that like button as default are no longer. The rise of Substack, newsletters, long-form podcasts, and continued prominence of YouTube hints that audiences aren’t rejecting content outright, but instead they’re rejecting noise. They’re becoming more intentional about who they follow and why, valuing depth, expertise, and authenticity over virality. ## What does this mean for marketers? For brands, this is both a challenge and an opportunity. Attention may be contracting, but the appetite for substance is clearly not abaiting. The winners of the post-peak era will be those who build work people actually want to spend time with. This will inevitably mean prioritising and creating content that rewards curiosity, sustains interest, and earns loyalty in a landscape that no longer gives it away for free. Steven Franklin on November 11th, 2025 ## STUK TikTok Launch Study UK (British Council) # Launching STUK (The British Council)'s TikTok We created a TikTok strategy focused on brand awareness and community building, which led to a **campaign nomination at the Marketing Week Awards 2022**. ![](https://influence.digital/storage/01J1FACVEQ8EXQXD7MWEF7K6CA.jpg) Study UK (STUK), led by the British Council in partnership with the UK government’s GREAT Britain campaign, is all about **showcasing the UK as a top-tier destination for international students**. We're helping them do it with a bold digital and social strategy. We always try to meet the STUK audience on their own digital turf, engaging them with authentic content, practical tips and real student stories. And where's the best place for that? **Gen Z’s favourite platform, TikTok.** ![](https://influence.digital/storage/01J2GM1RX4CQM7SQJ651H69CD0.png) To kick things off, we conducted **bespoke audience research** to find the best approach, using audience analytics and tailored surveys. The results highlights were... 1. **Over 55%** of those surveyed use TikTok daily. 2. Across all three countries we surveyed (USA, France, Germany), **comedic content** ranked as the number one choice for content to engage with. 3. **Tips and hacks**, followed by interesting facts, food, drink and travel, topped the list of content people love interacting with. 4. When it comes to education and studying abroad, students were most excited about **first-hand stories, study tips** and all the insider info about their destination. ![](https://influence.digital/storage/01J2GM1RX7P8T7GBRRGETAFR3S.png) We developed a clear content approach: **highlight the UK as the ideal choice for international students through short, joyful and inspiring TikTok videos**. The three key brand messages became our **three content pillars**: ![](https://influence.digital/storage/01J2GM1RXHRZ79QH52FHJ9DE3Q.png) From our research, we knew success hinged on being relatable, insightful and authentic. To achieve this, we focused on **student voices and real-life stories**, creating a platform where international and UK students could share content they found relevant. Our approach was twofold: 1. Partner with UK universities, collaborating with **student ambassadors, societies and faculty members** to share cultural stories and student tips. 2. Work with TikTok creators who have **strong influence in their native countries or UK student communities**, building long-term partnerships to boost reach and engagement. ![](https://influence.digital/storage/01J2GM1RXK9M36DRTXXWJPZ9VJ.png) In the first two weeks after launch, we surpassed our follower goal two-fold, with just **over 60K followers and an average engagement rate of 8.4%.** Our **launch video reached 962K users**, receiving over **1M video views.** We have also built solid foundations for an ever-growing community of creators. To date, we are working with **21 university ambassadors and content creators** and are in conversation with another eight students for future content and campaign planning. Some of the videos we have created with ambassadors have achieved **over 2M views**. We can confidently say we're on the right track with our **student-led narrative** and is a testament to our content being helpful, informative and inspiring. ![](https://influence.digital/storage/01J2GM1RX9KC8VWJXDZ8YXZYTJ.png) Ned Carr on March 15th, 2022 ## Emerging Design Trends # Creative Trends to Keep an Eye In the digital world of ever-emerging design trends, it can be hard to keep track. Luckily our creative team has been staying on top of what’s hot. From Rive in animation design, to motion libraries and AI-powered outputs, here’s how design is becoming even more alive, interactive and engaging. ## Rive in animation design Interactive vector animations are transforming UI & UX. Designers use Rive to make buttons, dashboards and all sorts of micro-interactions feel alive and playful. Rive for Product Design Reel 2025 - YouTube [Photo image of Rive](https://www.youtube.com/channel/UCPal2R1FxwRTPylhP_7ofEg?embeds_referring_euri=https%3A%2F%2Finfluence.digital%2F) ## The motion library trend Motion libraries bring static design to life. Elements like unfolding cards or animated sequences add energy and personality, giving brands a dynamic, story-driven presence. ![](https://influence.digital/storage/01K5EGXJ1DKFXA205VMPGB662V.gif) joléne Pinterest ## AI in the final output AI now shapes final design work, creating brand assets in real time while keeping creativity at the heart of the process. 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It’s either ignored entirely or used as a graveyard for old ad campaigns and bloated brand films. And that’s a shame because YouTube isn’t just another social channel. It’s a storytelling platform, a cultural engine, and arguably the best place on the internet to build meaningful, long-term attention. YouTube is different. It’s not built for fleeting engagement or passive consumption. It’s intentional. People go there to watch something _specific_. They go to learn, to explore, to go deep. They don’t stumble across your content by accident; they choose it. That kind of focused, opted-in attention is rare. Even within the matured digital environs of the 21st century, brands aren’t making the most of it! Most teams are still wired for campaigns. Quarterly KPIs, content calendars, a volume-over-value mindset. But YouTube doesn’t reward that approach. It rewards long-term thinking, consistency, and a clear point of view. It’s not about flooding the feed. Instead it relies upon creating formats people actually want to come back to. ## Creators are the blueprint This is where creators have a massive edge. They know how to build loyal audiences by showing up consistently and delivering something worth watching. In a recent episode of _The Colin and Samir Show_(which spurred me to write this blog), YouTube strategist Paddy Galloway summed it up perfectly: “The best channels feel like movements. They don’t just post. They build worlds.” Paddy Galloway ![](https://influence.digital/storage/01JSMH1WE9J7XM25QWVEHT817K.jpg) The Colin and Samir Show Perhaps the scale of the opportunity was best captured by Samir Chaudry on LinkedIn: “Brands are the next wave of studios. They have the budgets, the locations, the access. They just need formats.” Samir Chaudry The good news, though, is that the blueprint already exists. Vogue’s 73 Questions. GQ’s Things I Can’t Live Without. Footasylum’s Does the Shoe Fit. LADbible’s Snack Wars. These aren’t one-offs, but structured, repeatable formats that build familiarity and loyalty. That’s exactly the kind of rhythm brands should be building into their channels. ![](https://influence.digital/storage/01JSMH1WGQWH962XPPVE45KNPT.jpg) YouTube/Vogue ## Brands getting it right There are, however, many nascent green shoots already beginning to sprout in the world of brands on YouTube. Amusingly, the quality of content produced by the brands that have adopted a more creator-led philosophy only serves to highlight the scale of the opportunity missed by other brands. You don’t have to be a media company to get this right. You just need to act like one. Notion balances slick, high-production explainers with lo-fi, community-first content that actually helps its users. Red Bull operates more like a sports network than a drinks brand, producing documentaries and creator-led stories that live far beyond the can. Canva quietly reinforces its value by teaching users how to design smarter, not harder. And then there’s The Tank Museum **.** Yes, a literal museum in Dorset has built a global fanbase by obsessing over military history with infectious passion and surprising consistency, building a channel of over 1.2million subscribers in the process and an entrepreneurial tiered membership offering too. Whilst scrolling LinkedIn, I saw that Candy Kittens, Jamie Laing’s sweet brand, has just launched _Candy Kittens TV_, a dedicated YouTube channel built to bring their playful, plant-based vibe to life through video-first storytelling. This shouldn’t be a surprise for this highly disruptive brand and its entrepreneurial celebrity-founder. Others will undoubtedly follow. ![](https://influence.digital/storage/01JSMH1WNAPX8SATZMN7N3ZH6V.jpg) YouTube/Red Bull ## YouTube doesn’t sell fast. It sells forever. Taking a step back from reflecting upon the quality of the content that could be produced and the size of the opportunity, one has to pause and think where YouTube content might sit within a broader digital strategy. And, indeed, how this channel might aid profitability down the line. The central issue with YouTube when thinking about its adoption by brands is that it’s difficult to immediately connect its value to the day-to-day bottom line figure. If the central premise is to build formats and a community that sells vibes rather than product, it’s undoubtedly both a risky and hefty financial investment. Again, the creator model provides an answer - though one that might sit uneasy. Invest upfront with value in the form of education or entertainment. Once you have a loyal and invested audience your chances of selling goes from zero to infinite. ## Don’t chase virality. Build value. There’s no getting away from the fact that YouTube takes effort. A lot of effort... You need a story. A structure. A little bit of patience. But the upside is massive: community, credibility, and a platform that compounds over time. You don’t need to go viral. You need to be valuable. You don’t need to be everywhere. You just need to be worth returning to. So maybe the question isn’t _“should we be on YouTube?”_ It’s _“what’s the show only our brand could make?”_ Because YouTube doesn’t just reward attention. It rewards commitment. For brands willing to think like creators, the payoff isn’t just views. It’s longterm loyalty. Steven Franklin on April 24th, 2025 ## Cambridge Club Rebrand The Cambridge Club # A Full Rebrand for the Cambridge Club Designing a visual identity for this feel-good festival of disco and discovery. ID\\_CS\\_CC\\_01 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1884447207-ff30ec238b789cb3bf124d41fc7352d662e153d5fd027a98b9367aac964e2a25-d?mw=80&q=85) We ideated and delivered a full rebrand for The Cambridge Club Festival, **bringing it into a whole new era** as the festival has been gaining momentum and acclaim. With headliners such as Lionel Richie, Diana Ross, Nile Rodgers & Chic and many more, we wanted to make sure this new look not only reflected their line-up, but also how The Cambridge Club Festival is not just about the music – it's about the community, the infectious energy and the feel-good vibe. Come with us to see how we **designed a new look and feel.** ID\\_CS\\_CC\\_01\\_3 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1900296536-fee754e4c03e2d80c55f7d9f53b3da14bd89624793bb409fa0a981cbe0787ec1-d?mw=80&q=85) ## Our innovative creative that captured the festival’s soul Our **abstract illustrations embodied the spirit of the city of Cambridge and the festival's disco ambiance.** These illustrations covered everything, from towering billboards to social media assets. It wasn’t just about capturing the festival itself, but also the The Cambridge Club's tight-knit community. We designed a treasure trove of imagery and fonts to overlay these visuals –  blending form and function, whilst capturing the spirit of a festival-goer. ID\\_CS\\_CC\\_04 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1884447569-7e11e08c41f5b3b4320f50e1a39252f7e8c7c41648e9696026a8b1d5bce345a8-d?mw=80&q=85) ![](https://influence.digital/storage/01J1FVA5TVVXF0RKP1EYRG2JJQ.jpg) ## Music, magic and messaging We further developed this rebrand by **infusing our messaging with a sense of liberation**. We aimed to mirror the festival's charm. Our language promoted the emotions and sensations synonymous with The Cambridge Club Festival experience. ![](https://influence.digital/storage/01J1FVA5TZXXNRCVDTK411WQNS.jpg) ![](https://influence.digital/assets/media/icons/noun-4633734.svg) 5M Impressions on Facebook ![](https://influence.digital/assets/media/icons/noun-4633734.svg) 34k Engagements on Instagram ![](https://influence.digital/assets/media/icons/noun-4633734.svg) 261k Engagements on Twitter ![](https://influence.digital/assets/media/icons/noun-4633734.svg) 11.4k Video Views on TikTok ## Boogie-worthy results We were dancing ‘All Night Long’ from the success of this creative refresh and the remarkable results. ![](https://influence.digital/storage/01J1FVA5V2TTGQYJZ4Q2AM3XRF.jpg) Eddie Preti on June 5th, 2022 ## Christmas Cinema Makeover Backyard Cinema # A Creative Christmas Refresh for Backyard Cinema Our fresh take on festive magic for Backyard Cinema took us all the way to the North Pole. ![](https://influence.digital/storage/01JX2Q1MATEXG2R7ZPQTPKGSCY.jpg) ## Backyard Cinema's winter makeover Backyard Cinema's festive season was set to launch in two major cities: London and Manchester. We set out to compliment their immersive cinema experience with eye-catching, customer centric and cinematic pieces that **took their followers' experience of the brand beyond the silver screen**. Our suite of social-first pieces replicated the fun and festive feel of the theme “ _The Arctic Express_”. We leant on festive film favourites, Christmas branding and trending formats to attract our audiences organically. Sit back, relax and let us show you what we did. ![](https://influence.digital/storage/01JX2Q2Z5EDMY82K60MMHY7CXD.gif) ## Lights, Camera, ACTION! From an depth audience analysis and social audit, we saw that **short-form video content** had the highest cut-through. We sent some of our team’s **best content creators on site to the London and Manchester venues** to capture the best of what Backyard had to offer... ![](https://influence.digital/storage/01JX2Q7CT28QZ98WZ5WF26HJ50.gif) Our creative concepts leant on the ethereal \" _Arctic Express_” theme to capture the in-event experience. This included a completely **refreshed colour palette that heroes blues and greens** instead of the vibrant pinks and purples. Our visually rich videos and engaging piece-to-camera content boosted excitement, whilst custom stickers, bold typography and nostalgic textures completed the immersive branding. The **movies on offer are a huge part of the Backyard Cinema brand personality** so we felt it was only right to put them at the forefront of our hero assets. Using iconic imagery from festive film favourites such as _Home Alone, Love Actually_ and _Elf_ helped us to leverage the nostalgic element of the show while showcasing the offering. From fast paced editing, soundtrack selection and typography that makes you feel like you’re part of the action. This suite of assets helped transform Backyard Cinema’s winter season into a **Blockbuster event with multiple sell out screenings**! ![](https://influence.digital/storage/01JX2Q8M7T1NPTAZKWT54M5W83.gif) “\"Influence Digital did such a great job on Backyard Cinema across all projects - much appreciated!” ” Jen Needham, Ex Director of Brand Marketing ![](https://influence.digital/storage/01JX2Q9M0TB0XB4YRG72YXT000.gif) Scarlet Wilkins on January 10th, 2024 ## Interactive Ad Enhancements # TikTok and Meta's Interactive Ad Add-Ons Social media ads are getting smarter ## Boost engagement, drive action and make your ads work harder TikTok and Meta now offer interactive add-ons that help brands cut through the noise and encourage people to take action. These features are a serious upgrade for advertisers looking to get better results. We recently used TikTok’s Story Selection add-on in our latest campaign for **_Marching Powder_**, Danny Dyer’s new film, and saw firsthand how powerful these tools can be. ![](https://influence.digital/storage/01JPATFR1JBFZM18FY476DFJN7.jpg) ![](https://influence.digital/storage/01JPATFR6HQBAX4YQ5F3WMV0C9.jpg) ## Make Ads Less Skippable The problem with traditional social ads on both Meta and TikTok is that people scroll past them without a second thought. Interactive add-ons help to change that. Whether it’s a poll, a quiz or a countdown timer, these features force users to pause, engage and – crucially – remember your brand. ## Let Viewers Choose Their Own Adventure TikTok’s **Story Selection** is a game-changer. This feature lets users pick different storylines within an ad, making them feel more involved. We used it for _Marching Powder_ to let viewers decide between Danny’s character choosing the Dad Life, or the Lad Life, much like the key themes of the film. Depending on their choice, they would subsequently watch a different piece of content. Rather than passively watching, they engaged with the content, boosting interest and driving more traffic to ticket pages. ## Additional Capabilities TikTok’s gesture-based features let users swipe, tap or shake their phone to unlock deals or see more content. Meta’s CTA-focused add-ons like countdown stickers create a sense of urgency, nudging users to act fast. ![](https://influence.digital/storage/01JPATFRAMYFV0JMCFN1EHYP29.jpg) TikTok ## Encourage Instant Action Getting clicks is one thing, but getting conversions is another. Features like product tags, lead forms and instant experiences bridge the gap between interest and action. Instead of making users jump through hoops, these add-ons guide them seamlessly towards conversion. By letting users interact with different clips from _Marching Powder_, we kept them engaged longer and increased their intent to buy tickets. George Bower on March 14th, 2025 ## Rise of Romantasy # Reclaiming the right to Escapism: The Rise of BookTok and the Romantasy Genre A closer look at a new bookish genre and why more and more people find themselves unable to put down a book at 3 am. ## The wheel of (our) time For many of us millennials who were brought up on the now-iconic _Harry Potter_, _The Hunger Games_ and even _Twilight_ amongst many others, once ‘real life’ took over, our TBR (to-be-read) list vanished off the face of the earth, never to be seen again. Reading became more of a tick-box exercise as part of the constant strive for self-development (thank you, capitalism) and got pushed down on the list of priorities in exchange for career-building, family and social life. Books became home decor props and coffee table features. There’s no surprise then that in our search of escapism from the daily grind, we may find ourselves at a crossroads. There’s the true and tested training for a marathon or triathlon (guilty as charged…), developing a mildly expensive obsession with plants and gardening, or - picking up a paperback with a sword or a dragon on the cover? ![](https://influence.digital/storage/01JXMQ4GSGXVNZ389HK8MZPZN9.jpg) Bookish goblin ## The new tempest Fantasy, both bookish and in film, has had its fair share of glory and continues to claim the hearts and minds of readers across the globe. Oftentimes though, we’ve seen it traditionally but not exclusively dominated by male characters on top of male characters (J.R.R. Tolkien, looking at you). While it’s clear these stories have delivered brilliant on-screen drama and significant commercial success, it seems we were in for a shake up. A new genre has entered the proverbial chat. Romantasy - an eclectic mix of romance and fantasy, has been taking the BookTok community by storm. Most agree that we have author Sarah J. Maas to thank for its widespread popularity, particularly her series “ _A Court of Thorns & Roses_’ (or _ACOTAR_, as many would refer to it) and _Throne of Glass_ series. The first _ACOTAR_ book was published over 10 years ago in 2015, but it wasn’t until 2019 and subsequently COVID times when it truly saw its international fandom rise. A grown-up retelling of ‘ _Beauty and the Beast_’ fused with Irish and Greek mythology, the series is a world-wide phenomenon, with at least one more book expected to be published within the upcoming year. Since then, the likes of Rebecca Yarros’ _Empyrian Series_ and Carissa Broadbent’s _Crowns of Nyaxia_ series, among others, have taken over the hearts and minds of readers. Cue thousands of other series, duologies and stand-alones set in a mystical fantasy land or time, filled with otherworldly creatures, powerful sorcerers and blood-thirsty villains. While the appeal of the otherworldly may be obvious for some, one of the main pulls of the romantasy genre undoubtedly comes down to what most of these stories have in common - a strong, passionate, relentless FMC (female lead character). Not a damsel in distress, but a sword-wielding assassin or an immortal fire-breathing queen ready to tear worlds apart for what they believe in. A character whose imperfections and downfalls make them that much more approachable - not unlike us mere mortals. ![](https://influence.digital/storage/01JXMQ7HDSJDBAGDS7QAB18442.jpg) ABC News ## How to train a fandom As with all new and trendy things, the new kid on the block has had its fair share of scrutiny as well. Most ‘high fantasy’ (a subgenre of fantasy defined by the epic nature of its setting) fans critique romantasy authors for downplaying the genre as a whole, reducing it to “a few scales and fangs”, as one TikTok user puts it. Some go as far as discrediting it altogether on the account of weak world-building and too-predictable plot twists, usually regarded as the main ingredients for a classic ‘high fantasy’ story. Others revel in it - there are countless TikTok and Instagram accounts dedicated to fan art, discussion groups in almost every language, and real-life events such as group readings and fantasy balls, all in the name of our newfound passion for the otherworldly. What’s more, never has it been easier for readers to approach their favourite authors and point-blank ask questions about the source material. Many writers have a cult-like following on social media, and have openly spoken about inspiration sparking from discussions amongst fans in the comments section. ## The fifth (and next) season It’s hard to say what may be next in store for bookish fans. Will social media further democratise the relationship between authors and fans? Are we ready for an AI-led narrative, and how close does that bring us to dystopian stories from the not-so-distant past? One thing is certain - immersing oneself between the pages of a fantasy book remains one of the purest forms of escapism, and a favourite pastime that has hardly changed for over three centuries. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Neli Miteva on June 13th, 2025 ## eOne's The Woman King Campaign eOne Films # Our \"Best in Class\" Paid Campaign for eOne's The Woman King Generating awareness at scale and surpassing KPIs with our storytelling paid campaign for eOne. The Woman King Trailer from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1975464217-8c5b25fa00609cf88912a994a65ed4824d25f1da600850042e56453f47c16fab-d?mw=80&q=85) When we kicked off the campaign planning for _The Woman King_, our mission was clear: make it impossible to ignore. _The Woman King_ is a historical epic set in the 1820s Kingdom of Dahomey (modern-day Benin), what was one of West Africa's most powerful states. Our audience was young, diverse and ready to see representation in **stories that matter - just like this one.** Here's how we achieved **awareness at scale to increase engagement and ticket sales for eOne,** creating a buzz that would get audiences into cinemas beyond expectations. ![](https://influence.digital/storage/01JJMCZWK5PDP8XQ85KX68J3QV.jpg) ## \"Best in class\" recognition from TikTok for Business Whilst eOne had historically kept its media efforts on Meta and X (formerly Twitter), we dove into audience behaviour and saw that TikTok wasn’t just a \"nice-to-have\" - it was the platform to lead the charge. TikTok gave us the chance to break the fourth wall, inviting audiences to **connect with the film in a way that felt immediate and personal**. With no existing presence on TikTok, this would be their first UK-specific campaign. We built a media plan across Instagram, Facebook and TikTok, focusing on our 15–34-year-old target audience and syncing with cultural moments like the Commonwealth Games, Notting Hill Carnival and Black History Month. The results surpassed expectations, so much that the campaign earned [“best in class” recognition from TikTok for Business](https://ads.tiktok.com/business/en-GB/inspiration/eOne-tiktok-success-story?acq_banner_version=73350444). The Woman King - Assets 2 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1975529939-ae27cc3c7af988367892ced70fd6b9e781e7ac9e7437e7798e5089c6f9cf38a1-d?mw=80&q=85) ## Behind-the-scenes exclusives and credibility boosters The approach to creative was two-pronged, sharing: 1. **Behind-the-scenes exclusives**: Letting audiences peek into the making of the film. As who doesn't love a backstage pass. 2. **Credibility boosters**: Actor quotes, critical acclaim and a reminder that this wasn’t just a film, but _the_ film of the moment. To keep things fresh, we mixed **traditional TV/AV spots** with **direct-to-camera, social-first content.** With a wide variety assets, **Spark Ads** were the optimal tool **.** The team leveraged organic posts to amplify reach, publishing ads directly from eOne's own account with all engagements, views and impressions visible. ![](https://influence.digital/storage/01JJMCZWK8B5HZPYA90G3PZG3M.jpg) ## The results speak for themselves ![](https://influence.digital/assets/media/icons/noun-463193.svg) 22% View-through Rate ![](https://influence.digital/assets/media/icons/noun-4633734.svg) £0.02 Cost per View ![](https://influence.digital/assets/media/icons/noun-6562093.svg) 6.5M Reach ![](https://influence.digital/assets/media/icons/noun-4633734.svg) 4.3M Box office The Woman King - Assets from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1975529022-672a997d91b840121ae9d136fd9690734c38e0f805b912d1a4c57fcc69f64234-d?mw=80&q=85) Scarlet Wilkins on January 27th, 2025 ## D&D Film Marketing eOne Films # Driving Ticket Sales for D&D, Honour Amongst Thieves Our robust multi-channel paid media campaign strategy for eOne's latest release. ![](https://influence.digital/storage/01J1QJAJ1SA8M6AQEYZB132A25.jpg) Dungeons & Dragons: Honour Amongst Thieves – the first film from the D&D franchise to be launched in UK cinemas in March 2023. Ahead of the cinema release, we set out to **devise and deliver a full-funnel paid social campaign.** Our campaign needed to be a grand celebration of the entire Dungeons & Dragons world. And not just for the hardcore D&D fans. It had to be broad, commercial, lighthearted and ableto **attract the masses**. Dungeons Dragons Honor Among Thieves NEW Trailer (2023 Movie) from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1887325968-c744013daeb2828eb69c9113a1c236a36152ef50cf3ff77c61cc90e8d054b3fc-d?mw=80&q=85) dnd case study export from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1887321340-6042d300d50eaf42a018da8ff0dd59305fad4669f26360c95ac8b0deaed02c0c-d?mw=80&q=85) Our Paid Media and Strategy teams created personas using in-depth audience analysis, creating tailored content to match these target demographics. Our strategy was super flexible, with an **“always-on” and “tent-pole” approach**. “Always-on” kept the buzz going strong with our main highlights, leading up to the big release. We added a bit extra during key moments - whether it was a big social or cultural event, or a PR splash. ![](https://influence.digital/storage/01J1QJAJ33A6SRKZ1X33YFA23M.jpg) ![](https://influence.digital/storage/01J1QJAJ22DYEFA079P3Q89S79.jpg) ![](https://influence.digital/storage/01J1QJAJ318EY5NHJWK7FM61XD.jpg) We grabbed **premium spots on TikTok and X** for a full 24 hours with TopView and Timeline Takeover. ![](https://influence.digital/storage/01J1QJAJ364XKEDA3S4KN0640X.jpg) Through continuous testing and refinement across platforms, audiences and creatives, we ensured a **precise and cost-effective campaign**. ![](https://influence.digital/storage/01J1QJAJ38PEAHM3SDTSEH9GS1.jpg) “Across Paid Social and Creative, ID are experts in their field and an absolute pleasure to work with. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.” Chris Bessling - eOne ![](https://influence.digital/storage/01J1QJAJ1ZC4D271K21BZM3H42.jpg) ## Results that are fit for the big screen Our campaign exceeded all estimated media metrics, delivered some media firsts for eOne and drove a significant contribution to the overall success of the _Dungeons & Dragons: Honour Amongst Thieves,_ UK cinema release. **The film was no.1 in the UK&I box office on opening weekend, and surpassed overall box office expectations** **_._** ![](https://influence.digital/assets/media/icons/noun-6562093.svg) 181M Impressions ![](https://influence.digital/assets/media/icons/noun-6562093.svg) 21M Video Views ![](https://influence.digital/assets/media/icons/noun-6562093.svg) 650k Link Clicks to Showtimes Eddie Preti on March 31st, 2023 ## Couture for London Museum Museum of London # Our Couture Creations for the Museum of London Creating a bold visual identity with striking stills and motion graphics for _Fashion City._ LOGO intro from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1887288202-430581ef8d65944e19b4a52b0e63e21e44fc8c86041c7a81f9cf895daf12eac4-d?mw=80&q=85) Fashion City launched at the Museum of London Docklands, honouring iconic London fashion and the exceptional craftsmanship, passion and creativity of London’s Jewish communities. This exhibition recounts how Jewish Londoners have influenced global style. See how we designed a **stylish and iconic creative asset suite** to gain wide-spread awareness. storyboard from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1887288872-70c04911b714692926ce606b95ade7996a189a11dd3dfe65f41580d95c59ffa0-d?mw=80&q=85) ## Cutting-edge creativity Our aim was to spotlight the incredible contributions of Jewish designers, makers and trendsetters who dressed icons like David Bowie, Mick Jagger, Princess Diana and a constellation of other stars. Their stories aren't just about fashion - **they're the bold strokes that weave London into the tapestry of global style dominance today.** social from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1887288550-83dcf9742a18ef49dcef4020bbb17013ce1456696ae6efd4a0a89ff60ede4f9b-d?mw=80&q=85) ## Come ‘behind-the-seams’ with us We kicked things off by looking into the exhibition's target audience and pinpointing three key groups: Museum explorers, fashion lovers and those curious about Jewish Heritage. To dive deeper, we created audience reports to get a view of what attracts each group, and tailored messages and images to match each audience segment. With these insights in hand, we created a suite of promotional assets to **build awareness for the Fashion City exhibition launch**. ![](https://influence.digital/storage/01J1FD4Q4Q0Y9CS2YH882D2MC0.jpg) We designed a **hero video, eye-catching GIFs and snappy cutdown videos** for use in the awareness phase. And to best drive conversions, we shared a suite of compelling **statics and a powerful 6-second video**. MOL\\_FASHION CITY\\_06 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1887289235-0fa0bb50f951631ae6aaa5d8c4f2717ed18f264ed8b504b94611a39a53b88495-d?mw=80&q=85) ## The finishing touches Our focus was on blending top-tier design and engaging storytelling, just like the Museum of London's exhibition itself. Our work was an echo of the exhibition's creative spirit. The exhibition put a **spotlight on the invaluable contributions of Jewish designers, makers and retailers** who have stitched London into the fabric of fashion capitals. It was our pleasure to help bring this to life. “With a somewhat challenging and complex brief, Influence did a brilliant job bringing together ideas and inspiration that led to fun, quirky and contemporary assets with consideration for all our marketing needs. We’re thrilled with the results!” Jaanuja Sriskantha, Museum of London Ned Carr on October 31st, 2023 ## Modern Storytelling Insights # The Power of Storytelling in a Modern Age Yesterday, I was thinking about the art of presenting. My partner and I were watching Love Is Blind UK and noticed something important: not everyone can truly connect with an audience on screen. There’s a genuine quality that separates great presenters from those who are just okay. That skill, communicating with both the audience and guests in a real way, seems rare now in a world of quick content and short attention spans. But here’s what stood out even more. Younger generations, like Gen Z and Gen Alpha, gravitate to YouTubers and TikTokers. Why? Because these creators bring a personal, authentic touch. They’re our modern storytellers, a role that has existed for thousands of years. Humans have always learnt and shared information through direct, one-on-one communication. Recent insights from [Think with Google](https://www.thinkwithgoogle.com/intl/en-emea/marketing-strategies/video/neuroscience-youtube-video-content/) back this up with neuroscientific research. They show that people pay more attention and feel stronger emotions when the content feels personal and features someone they trust. It confirms that authenticity drives engagement. The more genuine someone appears on camera, the more our minds light up. ![](https://influence.digital/storage/01JKQPA46XVPJJHWMB8555SRWW.png) Google Google’s report showed that neurologists measured brain activity while participants watched different types of YouTube content. The findings confirmed what many marketers already suspected. Familiar faces and real narratives hold our attention better than heavily scripted presentations. When we listen to someone who feels “known” to us, whether they’re a favourite influencer or a relatable host, our brains engage more. We aren’t just watching, we’re feeling and remembering. From an evolutionary angle, this makes sense. People have always learnt through close-knit storytelling circles. Think of an ancient tribe around a fire, passing on stories for knowledge. Our brains respond strongly when a trusted person speaks to us. No matter how modern our technology becomes, we’re still connected to these old instincts. ![](https://influence.digital/storage/01JKGN6J5040KR26YWMSGZQAWE.png) Google ## Let’s look back to the first influencers Anthropologists consider storytelling a universal human tradition. In ancient West Africa, griots acted as living libraries. They memorised genealogies, cultural lore and historical events, then passed them on through music and narrative. In medieval Europe, bards and minstrels travelled from town to town, sharing epic tales that helped shape shared identity and culture. Ancient Greece had rhapsodes, who recited Homeric poetry, preserving myths that still influence our literature. These storytellers were crucial to their communities. They kept collective memories alive. They also entertained and taught moral lessons. Although today’s digital creators aren’t exactly the same as traditional storytellers, they perform a similar function. They share information and ideas in a way that resonates with modern viewers. They still speak directly to us, keeping the ancient need for authentic storytelling alive. ![](https://influence.digital/storage/01JKGN6J560W8JNTZ1BM2WJRRQ.jpg) iStock ## The democratisation of storytelling Thanks to the internet, we now have countless digital “campfires.” You can pick from YouTube channels or TikTok feeds that speak directly to you. This democratisation of content creation means people can find a storyteller they relate to. It might be someone with the same humour or the same experiences. For marketers, it’s a reminder that although the medium has changed, the essence of communication hasn’t. We can reach huge audiences but if our message isn’t authentic, it won’t stick. If we partner with the right voice, someone who connects, our modern tribe will lean in and pay attention. ## Application to social marketing: then and now 1. **Authentic Connection** Find voices that people already trust. It could be a credible in-house expert or a well-liked influencer. Real emotion still cuts through the noise. 2. **Personal Relevance** One-size-fits-all content rarely works. Tailor your storytelling to the group you want to reach. Highlight shared challenges or aspirations to shape your message. 3. **Consistency over Overproduction** Slick editing can look good but consistency and sincerity matter more. A simple heartfelt video often outperforms a glossy advert. 4. **Emotional Engagement** Neuroscience shows that emotion helps us remember. Include real experiences, personal stories and heartfelt messages that make people feel. 5. **Invite Participation** People don’t just want to watch, they want to join in. Encourage comments, questions and community interaction. Involve viewers or show behind the scenes to boost authenticity. ## Storytelling hasn’t died Presenting might seem like a fading art but it’s just evolving. The need for real connection hasn’t changed. YouTube and TikTok have opened the door for new storytellers, each with their own style. They fulfil an ancient human need to hear directly from someone we connect with. For marketers, the lesson is straightforward. Pumping out content isn’t enough. We must be careful storytellers who tap into our natural desire for authenticity, relatability and personal connection. In our digital world, as in the fireside gatherings of the past, storytellers hold the power. When we trust the voice telling the story, we listen, remember and share. ![](https://influence.digital/storage/01JKGN6J596P24K3K2RDPHET9V.png) Yakobchuk Olena - stock.adobe.com Tamara Askew on February 7th, 2025 ## Book Club Discussion # Influence Digest: The Silent Patient by Alex Michaelides Our latest book club meeting took a deep dive into _The Silent Patient by Alex Michaelides,_ a psychological thriller packed with intrigue, obsession, and unexpected twists. The discussion was filled with strong opinions and thought-provoking insights into the book’s complex characters and themes. ![](https://influence.digital/storage/01JMYTBNSWQNPF6TM6NGJB7480.jpg) ## Book Summary and Initial Reactions At the heart of _The Silent Patient_ is _Alicia Berenson_, a renowned artist who goes silent after being convicted of murdering her husband, _Gabriel._ She communicates only through a self-portrait titled _Alcestis_. Enter _Theo Faber_, a psychotherapist obsessed with uncovering _Alicia’s_ story, determined to make her speak. As _Theo_ delves deeper, his own dark past comes to light, culminating in the shocking revelation—he was the one stalking _Alicia_ all along, pushing her toward the crime he was supposedly investigating. During our discussion, reactions to the plot twist ranged from utter shock to mild disappointment. Some members admitted they didn’t see the twist coming, while others felt it wasn’t as impactful as expected. One member mentioned they anticipated a twist involving _Gabriel’s_ lover instead, proving how successfully the book kept us guessing. ![](https://influence.digital/storage/01JMMG9CSVZWM5HEQ3JHNSXY6S.jpg) ## Theo and Alicia: A Complex Dynamic _Theo’_ s role as both narrator and antagonist sparked intense debate. Some members found his obsession with _Alicia_ unsettling, questioning his credibility and likening him to a _“male saviour”_ figure. Others were frustrated by his inaction regarding his wife’s infidelity, seeing it as an odd contrast to his hyper-focus on _Alicia’s_ trauma. _Alicia’_ s silence was another focal point. Was it a coping mechanism? A deliberate act of defiance? One member connected her muteness to Greek mythology, suggesting it added a layer of depth to her character. However, some felt her silence could have been explored more thoroughly, particularly in relation to her art and her relationship with _Gabriel._ ## Themes of Obsession, Betrayal, and Trauma Beyond the twist, our discussion examined the book’s deeper themes. Obsession runs through both _Alicia_ and _Theo’_ s lives, manifesting in unhealthy ways. Betrayal—whether through infidelity, manipulation, or violence—was central to every character’s journey. The impact of past trauma, particularly in _Theo_’s case, led to a conversation about the cyclical nature of abuse and psychological scars. ![](https://influence.digital/storage/01JMMG9CSX75YY4C37VW88CSGE.jpg) ## The Unreliable Narration Dilemma Theo’s role as an unreliable narrator fueled discussion about the book’s structure. Did his manipulation of _Alicia_ make the entire narrative untrustworthy? Some members felt that knowing his true nature in hindsight changed their perception of every event in the book. Others debated whether this added to or detracted from the suspense. One intriguing theory was whether _The Silent Patient_ left room for a sequel exploring _Theo_ and _Kathy’_ s future. ## Final Thoughts and Takeaways By the end of the meeting, one thing was clear: _The Silent Patient_ left a lasting impression. Whether you loved the twist or found it lacking, the book sparked conversations about the nature of storytelling, the ethics of therapy, and the psychology of silence. Our members agreed that while some aspects could have been developed further, the novel remains a compelling read that challenges the reader’s perception of truth. ## Looking forward For our next book club pick, we’re switching things up with a Sci-fi novel! We’re excited for the change in tone and can’t wait to see what this new genre will bring to our next meeting. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Lola Marshall on February 25th, 2025 ## Epic Science Museum Campaign Science Museum # An Other-worldly Campaign for the Science Museum Our full-funnel creative and paid media strategy that sent ticket sales into the stratosphere. SCIENCE\\_MUSEUM\\_SCIFI\\_01 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1884213498-b089e26c4a12fa04be12f36147d619aaf336221420a124f8ece9620c76f173c7-d?mw=80&q=85) **We blasted off the Science Museum's most ambitious exhibition**: _Science Fiction: Voyage to the Edge of Imagination_. This out-of-this-world exhibit showcased how human invention blurred the lines between reality and fiction. We designed a **multifaceted, trippy visual identity** and a **full-throttle paid media campaign**. Let us tell you how we made it epic. ![](https://influence.digital/storage/01J0ND0S3JEF2PQHPXEKAEX3AG.jpg) ![](https://influence.digital/storage/01J0M29FHXY0XCHREG6JFMFYHZ.jpg) ![](https://influence.digital/storage/01J0ND0S50Q4XE4Y4GRVFN9WH8.jpg) ![](https://influence.digital/storage/01J0M29FJ4X50NJNXE2KZSVZ0W.jpg) ## Enter the portal: other-worldly creative **Our space-age portal concept stole the show**, becoming the heart of the campaign's visuals. Amassing stellar sales, our teaser video was their **most successful pre-launch asset ever.** Our main trailer video was shown on the big and small screens, shown alongside mega-movies like Black Panther and Avatar. SCIENCE\\_MUSEUM\\_SCIFI\\_10 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1888324203-b6e783c95af7d012e6fc70e5ea91cb6a8e8784562bf630a6f5954d3d39c97881-d?mw=80&q=85) ![](https://influence.digital/storage/01HZPR3W8W96FN5QE7DKYJ3YP0.jpg) ## Speaking in codes Our creative concept for the identity and motion side of the campaign was based on the idea of **hacking and infiltrating the Science Museum's brand image with alien interference**. We developed a new custom typographical treatment of the Science Museum font, adding alien glyphs generated randomly throughout the assets. ![](https://influence.digital/storage/01HZPR3W8PTZ5XHCEYH5WM5S2C.jpg)![](https://influence.digital/storage/01HZPNMAFFJ9XQ9A6QDW5H8XJK.jpg) The momentum didn't stop there. Our **3D billboards came to life**. Our social-first assets took people to space and back. But it wasn't all about flashy visuals. We got people talking with **real reviews and quotes** \\- imagine hundreds of visitors raving about their trip to space (AKA The Science Museum). We created a cosmic buzz. ![](https://influence.digital/storage/01HZQKQ6A9KT0CN7G3NDDNFAJV.jpg) SCIENCE\\_MUSEUM\\_SCIFI\\_13 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1884350354-587d09cfb32dbcbe55bc267ba6ff7823ea4f6d2c5313f772953628edb6255e25-d?mw=80&q=85) ## Our paid media approach skyrocketed ticket sales We developed a full-funnel, multi-channel paid strategy to raise awareness, consideration and drive ticket sales, using **Meta, Google, YouTube, TikTok and Blis**. We identified **key audience clusters and tent pole moments**, like ComicCon and the school holidays, tailoring the media buying approach to platforms we knew held a high share of our target audience. Through weekly reporting and developing a detailed mid-campaign report, we were able to optimise towards the best performing audiences, messaging and creatives throughout the campaign to **send ticket sales into the stratosphere.** ![](https://influence.digital/storage/01J0NGGZJAN3J71A4RZH0SS74N.jpg) ![](https://influence.digital/storage/01J0NGGZJJX0DY8Y01W13AWQ6H.jpg) ![](https://influence.digital/assets/media/icons/noun-6562093.svg) 34.5M Impressions ![](https://influence.digital/assets/media/icons/noun-6562093.svg) 22.3K Purchases ![](https://influence.digital/assets/media/icons/noun-4633734.svg) 7.09M Video Views ![](https://influence.digital/assets/media/icons/noun-6562093.svg) 29% Website Traffic We were all over the moon with the results of this year-long campaign, **smashing targets and sales.** We proved that you don’t need to leave our blue planet to skyrocket results. Our success hinged on being an extension of our client’s team and merging our unique creative approach with a top-tier paid media strategy. Ned Carr on November 30th, 2022 ## Coachella 2024 Fashion Trends # Pinning Trends: Coachella 2024 Pinterest is stepping into the spotlight at Coachella 2024, and it's not just about music and desert vibes—it's all about setting the trends that will rule festival fashion this season. ## The ultimate festival inspiration platform for Gen Z Pinterest, the ultimate visual inspiration platform, has become the holy grail for Gen Z users on the hunt for festival inspiration. And now, with its partnership with Coachella, Pinterest is taking its influence in the world of fashion and beauty to the next level. With millions of Coachella-related searches on Pinterest, the platform has become **an essential tool for users to plan festival looks**. By analysing user activity across their platform, Pinterest has identified several key trends that are expected to dominate the festival scene, from nostalgic festival looks to whimsical fairycore outfits and dark feminine aesthetics. These trend insights not only guide users in their fashion choices but also provide **valuable data for brands and marketers** looking to understand consumer preferences and behaviour. ![](https://influence.digital/storage/01J8Q9ZY21C5A5JCYY53EX40GR.jpg) Pinterest ## Curated fashion inspiration by celebrity stylists To bring these trends to life, Pinterest has teamed up with celebrity stylists Chloe and Chenelle Delgadillo to provide users with fashion inspiration on the platform. Their curated Pinterest board, utilising the new feature, board preview, has made it easier than ever for users to explore and shop their favourite looks, as well as share their **carefully curated Pinterest boards** as videos across all social media platforms. But Pinterest's influence goes beyond the digital —the \"Manifest Station\" at Coachella will allow festival-goers to immerse themselves in trending beauty and styling experiences. This experimental marketing strategy not only enhances the festival experience but strengthens Pinterest's brand. ![](https://influence.digital/storage/01J8Q9ZY23NWMX9FHX6F3QN0EG.jpg) Pinterest ## Looking ahead: the future of festival fashion Coachella is more than just a music festival—it's **a cultural phenomenon and a widely-acknowledged trendsetting hub**. By aligning itself with Coachella, Pinterest has managed to tap into the power of social media and influencer culture, thereby shaping the fashion world and positioning itself as a leading “figure” in festival fashion. Pinterest’s partnership with Coachella serves as an example of how a brand can stay ahead of the curve and drive meaningful engagement with their target audience. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Beatriz Barot on March 28th, 2024 ## Uberduck AI Voice Tool # Recreate Famous Voices with AI Audio Tool Uberduck What's Uberduck? A celebrity speech bot used for viral TikTok trend and creating new verses for artists. ## Sound like your favourite celebrity If you’ve ever wanted a personalised message from a celebrity or to generate new verses for your favourite music artist, technology now has the solution. An **AI tool called Uberduck** allows you to make any text sound like it’s been read by a famous figure, whether thats a fictional character, public figure, actor or rapper; the voices on the system range from that of SpongeBob to Kanye West to John F. Kennedy. ![](https://influence.digital/storage/01J7GH2PZ7ZYPTPXG8K8ZX6HKG.png) Google Images ![](https://influence.digital/storage/01J7GH4S875XF628AYW75W98M3.png) ## Lawsuit filed over TikTok text-to-speech voice Uberduck blew up in May after a **lawsuit was filed against TikTok** by a women called Bev Standing, who claimed the app had **stolen her voice for its default text-to-speech**. This incident forced the popular video-streaming service to **swap their iconic voice simulation** for another, causing an uproar amongst TikTokers who had grown fond of its comically monotone sound. ## Discovering Uberduck Many turned to the web to find other online services that transform your text into speech, which is when they **stumbled across Uberduck**. This entertaining audio tool is now used for a **viral TikTok trend**, where users pretend that their TikTok voice is stuck as a celebrity. ![](https://influence.digital/storage/01J7GH2PZACFV2KQ5CMCHSZFE8.png) Uberduck ## Remixing the stars Now, netizens are using the tool in many other **creative ways**, including doing fake duets with, writing new lyrics for and creating humorous simulated situations using their favourite artists. Uberduck also has the unique function of fairly accurately **replicating a rapper’s flow**, which has proven to be a particularly attractive feature for users. Linkin Park's Mike Shinoda, for example, got Notorious B.I.G to rap his song _Happy Endings_ and [posted the result on TikTok](https://www.tiktok.com/@mshinoda/video/7281517853528968490?embed_source=121374463%2C121451205%2C121439635%2C121433650%2C121404358%2C121351166%2C72778571%2C121331973%2C120811592%2C120810756%3Bnull%3Bembed_card_play&refer=embed&referer_url=influence.digital%2Frecreate-famous-voices-with-ai-audio-tool-uberduck%2F&referer_video_id=6966730953347599621). ## How Uberduck works In order to synthesise speech, you have to go to Uberduck’s website [https://www.uberduck.ai/](https://www.uberduck.ai/). You can start for free, or upgrade to premium for their premium features... ![](https://influence.digital/storage/01J7GPC6R10GPPQQBK8ZBEZ4F5.png) Uberduck “Realistic, expressive synthetic vocals for agencies, musicians, marketers, and creators.” Uberduck _Looking for a London-based digital and social media agency to help you achieve your goals? Get in touch_ [_here_](https://staging.influence.digital/contact) _._ Scarlet Wilkins on June 23rd, 2021 ## Taylor Swift's Cultural Influence # Taylor Swift, Social Media, and the Illusion of Relevance Taylor Swift has been on a whirlwind recently. First came her twelfth studio album, _The Life of a Showgirl_, and just days later, the internet got swept up in the news of her engagement to Travis Kelce. Social media quickly turned into a vibrant sea of orange and engagement-related content. Buildings like the Empire State Building and Kansas City Union Station glowed in portofino-orange glitter. Google filled search results with confetti, orange hearts, and the lyric, _‘And, baby, that’s show business for you.’_ ![](https://influence.digital/storage/01K3TRQFHJHQJTRAW7VVW5WYDG.jpg) Empire State Building via X Brands were quick to get in on the action and make the most of the engagement news: Sour Patch Kids cheered “ [_SUDDENLY I BELIEVE IN LOVE!_](https://www.threads.com/@sourpatchkids/post/DN0-IzO0gcw?xmt=AQF023_y3McKURP1oyGQ1Sou7D_QMbCePIIRReMjO73nWw)”, Duolingo played on Taylor’s caption (“ _but when will it be your Spanish teacher’s turn?_”), and Buffalo Wild Wings even pledged “ [_WE WILL CATER THE WEDDING._](https://x.com/BWWings/status/1960391070744776743)” Meanwhile, Krispy Kreme rolled out “ _FREE doughnuts for the class,_” and Panera served up a punny “ _It’s a loaf story, baby - just say yeast._” At this point, trendjacking Taylor isn’t a choice, it’s practically expected. ![](https://influence.digital/storage/01K3TRQFJFPTAKB5C0VTC3WXJD.jpg)![](https://influence.digital/storage/01K3TRQFQSD4H8CWNDB275NQPP.jpg)![](https://influence.digital/storage/01K3TRQFW1BF0G17CYYGNFQXP3.jpg) On the surface, this looks like cultural relevance in action. A brand proving it ‘gets the moment,’ signalling fluency, and reaping a quick engagement spike. But step back and the question remains: _what does this actually achieve?_ Those that work in social media know it can be easy to fall in the trap of ‘trendjacking’, thinking that this approach is a winning formula for social media success. The nuance of what constitutes the _right_ approach and what might be considered _wrong_ is open to debate. But the real interest lies in the increasing transparency of dialogue that surrounds the pros and cons of this reactive approach to content creation. ## The Swift effect It’s not hard to see why brands are tempted. Swift revealed _The Life of a Showgirl_ during her record-breaking appearance on the _New Heights_ podcast, generating the biggest podcast premiere in history. Days later, her engagement news had the same effect: another cultural flashpoint that dominated feeds, timelines, and even brand calendars. Each event carried its own aesthetic and energy, practically begging to be borrowed. For social teams, moments like this are the holy grail: high cultural salience combined with mass attention. And for managers under constant pressure to ‘be relevant,’ joining in feels like a low-stakes win. A few orange graphics, a Swiftie pun, and suddenly the brand looks alive, playful, and culturally switched on. But there’s a flipside. When dozens of brands make the same joke, originality disappears. What starts as participation quickly becomes wallpaper. And while Taylor’s cultural dominance is amplified, the distinctiveness of the brands themselves often isn’t. Taylor Swift on Reclaiming Her Masters, Wrapping The Eras Tour, and The Life of a Showgirl \\| NHTV - YouTube [Photo image of New Heights](https://www.youtube.com/channel/UCVRm2Ho8cL3lvWDyp2ayuFw?embeds_referring_euri=https%3A%2F%2Finfluence.digital%2F) Football’s funniest family duo — Jason Kelce of the Philadelphia Eagles and Travis Kelce of the Kansas City Chiefs — team up to provide next-level access to life in the league as it unfolds. The two brothers and Super Bowl champions drop weekly insights about the weekly slate of games and share their INSIDE perspectives on trending NFL news and sports headlines. They also endlessly rag on each other as brothers do, chat the latest in pop culture and welcome some very popular and well-known friends to chat with them. Check out new episodes every Wednesday. Follow New Heights on the Wondery App, YouTube or wherever you get your podcasts. You can listen to new episodes ad-free on Wondery+. Join Wondery+ in the Wondery App, Apple Podcasts or Spotify. [Offseason Plans, Wildcard Preview & Matt Damon on Brady, Affleck Bromance & Career Odyssey \\| EP 174\\\\ \\\\ 1:26:52](https://www.youtube.com/watch?v=fDmLVfMmHGk) ## Vanity Metrics vs Value The orange wave is proof of this paradox. X (formerly Twitter) switched its profile to orange and saw millions of impressions. LASIK.com referenced Swift’s offhand remark about eye surgery and picked up nearly half a million views. The numbers look impressive, but the value is less clear. No one decides on their eye surgeon because of a meme. And changing a logo’s colour is a long way from building a relationship with an audience. That’s the danger of confusing visibility with value. Marketing fundamentals have always stressed the importance of distinctiveness and long-term brand building. Trend-chasing often delivers the opposite: a burst of borrowed attention that fades almost as quickly as it arrives. ## The case for trendjacking Of course, it’s not fair to dismiss this behaviour as ‘culturally desperate.’ [As marketing strategist Nathan Jun Poekert argues](https://www.linkedin.com/pulse/hot-take-rage-bait-has-zero-factual-data-better-left-drafts-poekert-labqe/?trackingId=EJapn4oz8aRoF3Q4yAg8SQ%3D%3D), reactive content like this often performs 15–25% better than a brand’s standard output. For teams who have spent years focusing on the top of the funnel, cultural reactivity isn’t an indulgence, but more of a strategic plan. The purpose is to delight audiences, feed the algorithms, and build the kind of soft affinity that nudges people slowly towards consideration. And crucially, this isn’t always a resource drain. Well-run social teams can spin up a reactive post in a matter of hours. Done right, it’s not desperation, it’s efficiency. And audiences, contrary to the cynicism of marketers, aren’t always rolling their eyes. Some posts genuinely spark joy. Comments from fans like _‘love that my brand is a Swiftie too’_’,  proves that participation can build affinity, and not dilute it. This perspective is important. There is no single “right way” to do social media. If cultural participation delivers for your audience, then it can be a perfectly legitimate lane to pick. The problem arises when brands chase these moments without alignment, strategy, or distinctiveness. Then the quick win becomes just another example of noise. ## Why do these moments keep happening? This helps explain why brands flock to cultural moments like Swift’s album drop or her engagement announcement. These aren’t isolated events, they’re recurring cultural tentpoles. Every Swift moment becomes a ready-made stage where brands feel the pull to participate. And because previous attempts have delivered attention, the incentive to join the next wave only grows stronger. Music releases in particular have become some of the most reliable engines of this behaviour. They don’t just dominate conversation; they set the cultural tempo. Each one creates a high-attention stage where brands feel the strongest pull to participate. ## From Brat Summer to Cowboy Carter Taylor’s _Showgirl_ moment isn’t happening in a vacuum. It’s part of a broader shift in how music releases function as cultural events. Charli XCX’s _Brat Summer_ turned lime green into a shorthand for messy, hot-girl chaos. Beyoncé’s _Cowboy Carter_ revived Western aesthetics across fashion and TikTok. Olivia Rodrigo’s _Guts_ inspired a wave of purple glitter angst. These aren’t just albums, they’re eras - self-contained cultural blueprints that fans adopt and brands try to borrow. The colour palettes, the moods, the language are all part of this era-inspired framework and lexicon. In short, an instantly recognisable shorthand. For artists, it’s a way of expanding cultural dominance. For brands, though, it’s a tempting shortcut into cultural relevance. But here’s the catch: these cultural spectacles are designed to promote the artist. They generate enormous PR pull, and brands who join in often find themselves in orbit rather than in the spotlight. Unless the participation is genuinely ownable, the halo effect benefits the artist far more than the brand. ![](https://influence.digital/storage/01K3TRQFZY7B340Q71R9ZQR8EV.jpg)![](https://influence.digital/storage/01K3TRQG30GH2E39ZH2ZEDCMH2.jpg)![](https://influence.digital/storage/01K3TRQGAYMQMNCQZD0X44P7CH.jpg) ## Add or echo? This is where the distinction matters. Brands need to ask whether their contribution adds something original or merely echoes what’s already being said. If your post could have come from any brand in the feed, then it isn’t distinct. And distinctiveness is the bedrock of long-term marketing success, or so says common marketing best practice. Audiences aren’t keeping score of how quickly you turned your logo orange. They’re remembering which brands offered a perspective, a twist, or a piece of content that felt undeniably theirs. That’s the difference between capitalising on culture and getting lost in it. ## Orbiting vs owning Taylor Swift doesn’t need brands to validate her cultural dominance, in the same way that Charlie XCX or Beyoncé don’t either. They create eras that shape seasons. Brands, for the most part, are orbiting these eras, reacting to their gravitational pull rather than setting their own trajectory. Orbiting isn’t always bad. It can signal cultural fluency and audience awareness. But it’s not enough on its own. If your participation is interchangeable with every other brand in the feed, then you’re not building your own equity. You’re simply amplifying someone else’s. The harder path, but the more rewarding one, is to build worlds of your own. Just as artists create eras that extend beyond the music, brands can craft cultural territories that audiences want to inhabit. That doesn’t mean ignoring the big cultural tentpoles. It means using them as inspiration rather than instruction, a springboard for your own story rather than a template for borrowed attention. Because at the end of the day, people don’t remember brands for how quickly they jumped on a trend. They remember the ones that told a story only they could tell. Steven Franklin on August 29th, 2025 ## RS Think Hub Overview RS Group # RS Think Hub: A Smarter, Speedier Solution for Engineers Showcasing innovation and efficiency through eye-catching creative and impactful paid media, driving awareness and web traffic. Picture this: you’re an engineer racing against the clock to find the perfect products for your project. Instead of spending hours bouncing between different websites and specs, comparing prices and cross-checking reviews, wouldn’t it be nice to have **everything you need all in one place**? That’s where RS Think Hub comes in. WIDE-RS Think Hub Video full\\_1 from Influence Digital on Vimeo ![video thumbnail](https://i.vimeocdn.com/video/1962004527-d33fb3d88df79abe0a2e8d1a6ff5f0dbb5c7bdfe2ed7b1d846f2b697bda611ee-d?mw=80&q=85) Created by RS Group, a leading global distributor with over 750K industrial products and service solutions, Think Hub is designed to address the common product search challenges faced by engineers in design, manufacturing and maintenance. Helping ensure that they find **the right solution, for the right price, and within the right timeframe.** ## Say goodbye to endless product searches RS Think Hub is a virtual tool that makes it quick and easy for engineers to search, compare and choose the best solution for them across major applications and vendors - **all in just minutes**. Our mission? To bring Think Hub’s key benefits to life in a way that **speaks directly to engineers’ needs**. From brainstorming concepts to rolling out the final designs, we created an animation-based hero video, a few snappy cutdowns of it and a series of statics to showcase the tool’s time-saving magic with bold, eye-catching visuals. These were then used to power an engaging paid media campaign that far surpassed benchmarks. ## Generating impactful and cost-efficient results For the paid campaign, we took a two-tiered approach - running bursts of awareness and traffic activity to **introduce what Think Hub was all about**, and ultimately drive engineers to the website to **try out the tool!**  The hero video we created for the awareness phase drove an impressive view-through rate of 53%, which we were thrilled with as it’s around 20% higher than the LinkedIn platform average. ![](https://influence.digital/storage/01JERVDF0AX4WACKNYD68GEYB4.jpg)![](https://influence.digital/storage/01JERVDF0FHMTC7EZGS0GTZSCP.jpg)![](https://influence.digital/storage/01JERVDF14S1CBQM7C9ATEWTHP.jpg) After that, we launched the statics that we’d created for the traffic phase, showcasing the tool in-situ and **adding more context to the Think Hub offering**. As the tool exited Beta, we introduced new human-focused imagery with short and punchy USP messaging. This transition led to more high-performing results, with a cost-per-click of £0.76 and a click-through rate of 0.77% for FY24. Overall, the client was extremely happy with the outcome of the campaign, reinforcing the positive **impact of team ID’s creative and paid media activity**. ![](https://influence.digital/assets/media/icons/noun-6562093.svg) 5,570,357 Impressions ![](https://influence.digital/assets/media/icons/noun-4633734.svg) 26,175 Link Clicks ![](https://influence.digital/assets/media/icons/noun-463193.svg) 241,718 Views ![](https://influence.digital/assets/media/icons/noun-4633734.svg) 53.46% View-through Rate ![](https://influence.digital/assets/media/icons/noun-6562093.svg) 0.75% Clickthrough Rate ![](https://influence.digital/assets/media/icons/noun-463193.svg) £0.02 Cost per View ![](https://influence.digital/assets/media/icons/noun-4633734.svg) £0.87 Cost per Click Scarlet Wilkins on September 30th, 2024 ## Sailor Moon Live Event # In the Name of the Moon: The Creator Strategy Behind Sailor Moon: The Super Live The moon shone brightly over London on February 5th as **Pretty Guardian Sailor Moon: The Super Live made its debut at HERE** at Outernet. With the iconic digital screens of Tottenham Court Road lighting up the night, the atmosphere was electric, setting the stage for a truly major event. For anime fans, Sailor Moon is more than just a series—it’s a long-running franchise that has influenced audiences since its manga debut in 1991. Bringing it to life in a 2.5D musical format was an exciting opportunity, and we wanted to ensure the right people were talking about it. By working with key Moonies in the UK anime scene, we built **a campaign that felt both relevant and engaging**. Here’s what we learnt along the way… Instagram [![sailormoonsuperliveuk](https://scontent-lax3-2.cdninstagram.com/v/t51.2885-19/475213798_1116709953527371_226306666777240064_n.jpg?stp=dst-jpg_s150x150_tt6&efg=eyJ2ZW5jb2RlX3RhZyI6InByb2ZpbGVfcGljLmRqYW5nby4zMjAuYzIifQ&_nc_ht=scontent-lax3-2.cdninstagram.com&_nc_cat=107&_nc_oc=Q6cZ2QHQiXpQ-_HPE_rPl9NeAjWp12iA7pBsfvGsJ1P3Hp1JMzkQukKbEeh0oeU0lmnFS8Q&_nc_ohc=Z5RrwEVzXJUQ7kNvwEoFu0w&_nc_gid=CSSD7En37-LyOVob1BHYdQ&edm=APs17CUBAAAA&ccb=7-5&oh=00_AfqYURKzzXw3oWaGa1jQrpLgzrhf1Mf0NzoPjgxqdHc9vg&oe=6965A7DC&_nc_sid=10d13b)](https://www.instagram.com/sailormoonsuperliveuk/?utm_source=ig_embed&ig_rid=832fb8a2-0092-435b-a048-56b82084f070) [sailormoonsuperliveuk](https://www.instagram.com/sailormoonsuperliveuk/?utm_source=ig_embed&ig_rid=832fb8a2-0092-435b-a048-56b82084f070) Original audio [View profile](https://www.instagram.com/sailormoonsuperliveuk/?utm_source=ig_embed&ig_rid=832fb8a2-0092-435b-a048-56b82084f070) [![Instagram post shared by @sailormoonsuperliveuk](https://scontent-lax3-2.cdninstagram.com/v/t51.2885-15/503917718_1782691902667643_1317115463966224685_n.jpg?stp=dst-jpg_e15_fr_p1080x1080_tt6&_nc_ht=scontent-lax3-2.cdninstagram.com&_nc_cat=111&_nc_oc=Q6cZ2QHQiXpQ-_HPE_rPl9NeAjWp12iA7pBsfvGsJ1P3Hp1JMzkQukKbEeh0oeU0lmnFS8Q&_nc_ohc=z3lFbWY_XggQ7kNvwGsfPhQ&_nc_gid=CSSD7En37-LyOVob1BHYdQ&edm=APs17CUBAAAA&ccb=7-5&oh=00_AfqyLTzbtc8AT_buZSYAhaPogk4RH5UHoWWvkm5_LYSzcQ&oe=69659AB7&_nc_sid=10d13b)](https://www.instagram.com/reel/DGOW8M2J3_V/?utm_source=ig_embed&ig_rid=832fb8a2-0092-435b-a048-56b82084f070) [![sailormoonsuperliveuk](https://scontent-lax3-2.cdninstagram.com/v/t51.2885-19/475213798_1116709953527371_226306666777240064_n.jpg?stp=dst-jpg_s150x150_tt6&efg=eyJ2ZW5jb2RlX3RhZyI6InByb2ZpbGVfcGljLmRqYW5nby4zMjAuYzIifQ&_nc_ht=scontent-lax3-2.cdninstagram.com&_nc_cat=107&_nc_oc=Q6cZ2QHQiXpQ-_HPE_rPl9NeAjWp12iA7pBsfvGsJ1P3Hp1JMzkQukKbEeh0oeU0lmnFS8Q&_nc_ohc=Z5RrwEVzXJUQ7kNvwEoFu0w&_nc_gid=CSSD7En37-LyOVob1BHYdQ&edm=APs17CUBAAAA&ccb=7-5&oh=00_AfqYURKzzXw3oWaGa1jQrpLgzrhf1Mf0NzoPjgxqdHc9vg&oe=6965A7DC&_nc_sid=10d13b)\\\\ \\\\ sailormoonsuperliveuk\\\\ \\\\ 34 posts · 7K followers\\\\ \\\\ ![](https://scontent-lax3-1.cdninstagram.com/v/t51.2885-15/474093760_28227214916893450_833850993494854380_n.jpg?stp=dst-jpg_e35_s240x240_tt6&efg=eyJ2ZW5jb2RlX3RhZyI6ImltYWdlX3VybGdlbi4xMDgweDEwODAuc2RyLmYyODg1LmRlZmF1bHRfaW1hZ2UuYzIifQ&_nc_ht=scontent-lax3-1.cdninstagram.com&_nc_cat=110&_nc_oc=Q6cZ2QHQiXpQ-_HPE_rPl9NeAjWp12iA7pBsfvGsJ1P3Hp1JMzkQukKbEeh0oeU0lmnFS8Q&_nc_ohc=dgNNQwzzeQgQ7kNvwFZKOI-&_nc_gid=CSSD7En37-LyOVob1BHYdQ&edm=APs17CUBAAAA&ccb=7-5&oh=00_AfqYyf1Yw-jlRzukwlpfA3yeH9zfVAF5whuFsORFQkq7jA&oe=69659691&_nc_sid=10d13b)![](https://scontent-lax3-2.cdninstagram.com/v/t51.2885-15/473818172_1141358380835643_5228209314961170393_n.jpg?stp=dst-jpg_e35_s240x240_tt6&efg=eyJ2ZW5jb2RlX3RhZyI6ImltYWdlX3VybGdlbi4xMDgweDEwODAuc2RyLmYyODg1LmRlZmF1bHRfaW1hZ2UuYzIifQ&_nc_ht=scontent-lax3-2.cdninstagram.com&_nc_cat=103&_nc_oc=Q6cZ2QHQiXpQ-_HPE_rPl9NeAjWp12iA7pBsfvGsJ1P3Hp1JMzkQukKbEeh0oeU0lmnFS8Q&_nc_ohc=EnGqyPu0owcQ7kNvwHrF7dB&_nc_gid=CSSD7En37-LyOVob1BHYdQ&edm=APs17CUBAAAA&ccb=7-5&oh=00_AfqCaCP4MIKIExpiStTyNfcN1HSTRwRYrN4S9kukRF7bmQ&oe=6965A975&_nc_sid=10d13b)](https://www.instagram.com/sailormoonsuperliveuk/?utm_source=ig_embed&ig_rid=832fb8a2-0092-435b-a048-56b82084f070) [View more on Instagram](https://www.instagram.com/sailormoonsuperliveuk/?utm_source=ig_embed&ig_rid=832fb8a2-0092-435b-a048-56b82084f070) [Like](https://www.instagram.com/reel/DGOW8M2J3_V/?utm_source=ig_embed&ig_rid=832fb8a2-0092-435b-a048-56b82084f070) [_Comment_](https://www.instagram.com/reel/DGOW8M2J3_V/?utm_source=ig_embed&ig_rid=832fb8a2-0092-435b-a048-56b82084f070) [_Share_](https://www.instagram.com/reel/DGOW8M2J3_V/?utm_source=ig_embed&ig_rid=832fb8a2-0092-435b-a048-56b82084f070) [_Save_](https://www.instagram.com/reel/DGOW8M2J3_V/?utm_source=ig_embed&ig_rid=832fb8a2-0092-435b-a048-56b82084f070) [828 likes](https://www.instagram.com/reel/DGOW8M2J3_V/?utm_source=ig_embed&ig_rid=832fb8a2-0092-435b-a048-56b82084f070) [Add a comment...](https://www.instagram.com/reel/DGOW8M2J3_V/?utm_source=ig_embed&ig_rid=832fb8a2-0092-435b-a048-56b82084f070) [_Instagram_](https://www.instagram.com/reel/DGOW8M2J3_V/?utm_source=ig_embed&ig_rid=832fb8a2-0092-435b-a048-56b82084f070) ## Tap into community enthusiasm The anime community is already highly engaged, loud and proud, so the best approach was to work with creators who were genuinely excited about the event. Many creators took the initiative to **share content beyond their original brief**, posting across multiple platforms. When people are genuinely invested in an experience, their content reflects that, increasing reach and impact. ## Collaborate with communities Rather than selecting influencers at random, we worked with those **embedded in the community**. When working alongside communities, allow creators to recommend other profiles they believe in. We expanded from collaborating with creators to working with community pages who hosted a meetup. This ensured no one had to attend the show alone, while also helping spread the word and showcase the show through their shared experiences. Instagram [![glitt3rhime](https://scontent-lax3-2.cdninstagram.com/v/t51.2885-19/472705120_619754437410858_2305099732394176097_n.jpg?stp=dst-jpg_s150x150_tt6&efg=eyJ2ZW5jb2RlX3RhZyI6InByb2ZpbGVfcGljLmRqYW5nby42NzguYzIifQ&_nc_ht=scontent-lax3-2.cdninstagram.com&_nc_cat=106&_nc_oc=Q6cZ2QG6Wqaj5xIrx0zmlKtgqTIe3J2O9pjzntY1st5DDW8OgE4jPq_5AjMo_LHgh1mZNWE&_nc_ohc=qTg5NzURZagQ7kNvwG19iCE&_nc_gid=H0zNuqEhzZiw8oRaYV3EQw&edm=APs17CUBAAAA&ccb=7-5&oh=00_Afoy1EPZEpJqKUH1_AGPsQuiJRD-Otr0JhZYfiuaM91UVQ&oe=696594C7&_nc_sid=10d13b)](https://www.instagram.com/animeandchilluk/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6)[![glitt3rhime](https://scontent-lax7-1.cdninstagram.com/v/t51.2885-19/457247939_8129171893838345_4040652411984565753_n.jpg?stp=dst-jpg_s150x150_tt6&efg=eyJ2ZW5jb2RlX3RhZyI6InByb2ZpbGVfcGljLmRqYW5nby45NDMuYzIifQ&_nc_ht=scontent-lax7-1.cdninstagram.com&_nc_cat=105&_nc_oc=Q6cZ2QG6Wqaj5xIrx0zmlKtgqTIe3J2O9pjzntY1st5DDW8OgE4jPq_5AjMo_LHgh1mZNWE&_nc_ohc=DDNoQQ6DvNAQ7kNvwFR98Yi&_nc_gid=H0zNuqEhzZiw8oRaYV3EQw&edm=APs17CUBAAAA&ccb=7-5&oh=00_Afo9CqsR7ZDuecb2j8KrEdtQC68S8nN-pGIPq5Uyh9V1rA&oe=6965962B&_nc_sid=10d13b)](https://www.instagram.com/glitt3rhime/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6) [glitt3rhime](https://www.instagram.com/glitt3rhime/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6) and [animeandchilluk](https://www.instagram.com/animeandchilluk/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6) Original audio [View profile](https://www.instagram.com/glitt3rhime/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6) [![Instagram post shared by @glitt3rhime](https://scontent-lax7-1.cdninstagram.com/v/t51.2885-15/476919963_1144628040729877_4141699867152703957_n.jpg?stp=dst-jpg_e15_tt6&_nc_ht=scontent-lax7-1.cdninstagram.com&_nc_cat=101&_nc_oc=Q6cZ2QG6Wqaj5xIrx0zmlKtgqTIe3J2O9pjzntY1st5DDW8OgE4jPq_5AjMo_LHgh1mZNWE&_nc_ohc=cg_fvbgH-WEQ7kNvwGor0CR&_nc_gid=H0zNuqEhzZiw8oRaYV3EQw&edm=APs17CUBAAAA&ccb=7-5&oh=00_Afpf-WqY77te5xgK6s2oxUW8U8IvsIlJdNyTZ1j8yU9BJA&oe=6965B117&_nc_sid=10d13b)](https://www.instagram.com/reel/DF3dGLISpea/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6) [![glitt3rhime](https://scontent-lax7-1.cdninstagram.com/v/t51.2885-19/457247939_8129171893838345_4040652411984565753_n.jpg?stp=dst-jpg_s150x150_tt6&efg=eyJ2ZW5jb2RlX3RhZyI6InByb2ZpbGVfcGljLmRqYW5nby45NDMuYzIifQ&_nc_ht=scontent-lax7-1.cdninstagram.com&_nc_cat=105&_nc_oc=Q6cZ2QG6Wqaj5xIrx0zmlKtgqTIe3J2O9pjzntY1st5DDW8OgE4jPq_5AjMo_LHgh1mZNWE&_nc_ohc=DDNoQQ6DvNAQ7kNvwFR98Yi&_nc_gid=H0zNuqEhzZiw8oRaYV3EQw&edm=APs17CUBAAAA&ccb=7-5&oh=00_Afo9CqsR7ZDuecb2j8KrEdtQC68S8nN-pGIPq5Uyh9V1rA&oe=6965962B&_nc_sid=10d13b)\\\\ \\\\ glitt3rhime\\\\ \\\\ 74 posts · 1K followers\\\\ \\\\ ![](https://scontent-lax3-1.cdninstagram.com/v/t51.2885-15/543435485_18073740554113510_5044282953927553894_n.jpg?stp=c0.458.1179.1179a_dst-jpg_e15_s240x240_tt6&efg=eyJ2ZW5jb2RlX3RhZyI6ImltYWdlX3VybGdlbi4xMTc5eDIwOTYuc2RyLmY4Mjc4Ny5kZWZhdWx0X2NvdmVyX2ZyYW1lLmMyIn0&_nc_ht=scontent-lax3-1.cdninstagram.com&_nc_cat=110&_nc_oc=Q6cZ2QG6Wqaj5xIrx0zmlKtgqTIe3J2O9pjzntY1st5DDW8OgE4jPq_5AjMo_LHgh1mZNWE&_nc_ohc=HyNbTkjrouIQ7kNvwG_5p6A&_nc_gid=H0zNuqEhzZiw8oRaYV3EQw&edm=APs17CUBAAAA&ccb=7-5&oh=00_AfogSnIe4ZSV8v0E6lzQTmhQY7suZMkhoKd1wcR9f_B7Eg&oe=6965C430&_nc_sid=10d13b)![](https://scontent-lax3-2.cdninstagram.com/v/t51.29350-15/424477299_1096967651434483_2731173231863967339_n.jpg?stp=c0.180.1440.1440a_dst-jpg_e35_s240x240_tt6&efg=eyJ2ZW5jb2RlX3RhZyI6ImltYWdlX3VybGdlbi4xNDQweDE4MDAuc2RyLmYyOTM1MC5kZWZhdWx0X2ltYWdlLmMyIn0&_nc_ht=scontent-lax3-2.cdninstagram.com&_nc_cat=107&_nc_oc=Q6cZ2QG6Wqaj5xIrx0zmlKtgqTIe3J2O9pjzntY1st5DDW8OgE4jPq_5AjMo_LHgh1mZNWE&_nc_ohc=6exY__7aVpcQ7kNvwFRyvXd&_nc_gid=H0zNuqEhzZiw8oRaYV3EQw&edm=APs17CUBAAAA&ccb=7-5&oh=00_AfpzZcnOrvW4VUYl0ByU3jQ98jmucnz_51nCZCHP1PNhmQ&oe=6965AB84&_nc_sid=10d13b)](https://www.instagram.com/glitt3rhime/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6) [View more on Instagram](https://www.instagram.com/glitt3rhime/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6) [Like](https://www.instagram.com/reel/DF3dGLISpea/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6) [_Comment_](https://www.instagram.com/reel/DF3dGLISpea/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6) [_Share_](https://www.instagram.com/reel/DF3dGLISpea/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6) [_Save_](https://www.instagram.com/reel/DF3dGLISpea/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6) [Add a comment...](https://www.instagram.com/reel/DF3dGLISpea/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6) [_Instagram_](https://www.instagram.com/reel/DF3dGLISpea/?utm_source=ig_embed&ig_rid=be7173df-82c5-47e0-8f76-ce6190ddc3f6) ## Empower creators to use their voices Different fans engage with Sailor Moon in different ways, so a uniform approach to content wouldn’t have worked. Instead of prescribing what creators should post, we encouraged them **to document their experience in a way that suited their style**. The result was a wide variety of content formats. Some opted for vlogs covering the event, while others shared pre-show makeup routines or highlighted nostalgic Sailor Moon merchandise. This diversity of content resonates with diverse audiences and injects vibrancy into the campaign. Instagram [![urbanadventurerldn](https://scontent-lax3-2.cdninstagram.com/v/t51.2885-19/289263925_1207621513337023_5564693617857807276_n.jpg?stp=dst-jpg_s150x150_tt6&efg=eyJ2ZW5jb2RlX3RhZyI6InByb2ZpbGVfcGljLmRqYW5nby4zMjAuYzIifQ&_nc_ht=scontent-lax3-2.cdninstagram.com&_nc_cat=107&_nc_oc=Q6cZ2QEforNwl8zc4jyIt3L0FVbqOlJexj_KM9Xylco0o0zPovjYUQDBYVH2fnpVGwCHlAM&_nc_ohc=heEiR5yvnAsQ7kNvwFlAX0W&_nc_gid=GfZ_BeTuYBA3AmUAQs8oBA&edm=APs17CUBAAAA&ccb=7-5&oh=00_AfpcZk0vFl7s0_2gjLvuQJ9pSsL9sKU9qzLyGp-IaedSAg&oe=6965AE4A&_nc_sid=10d13b)](https://www.instagram.com/urbanadventurerldn/?utm_source=ig_embed&ig_rid=3621adbc-e3e3-4666-a39e-ef9364011093) [urbanadventurerldn](https://www.instagram.com/urbanadventurerldn/?utm_source=ig_embed&ig_rid=3621adbc-e3e3-4666-a39e-ef9364011093) Eternal Sailor Moon (Cv.Kotono Mitsuishi)/Eternal Sailor Mercury(Cv.Hisako Kanemoto)/Eternal Sailor Mars (Cv.Rina Sato)/Eternal Sailor Jupiter(Cv.Ami Koshimizu)/Eternal Sailor Venus(Cv.Shizuka Itou) · Moonlight Densetsu [View profile](https://www.instagram.com/urbanadventurerldn/?utm_source=ig_embed&ig_rid=3621adbc-e3e3-4666-a39e-ef9364011093) [![Instagram post shared by @urbanadventurerldn](https://scontent-lax3-2.cdninstagram.com/v/t51.2885-15/476101458_17981851415795707_7916408189899877835_n.jpg?stp=dst-jpg_e15_tt6&_nc_ht=scontent-lax3-2.cdninstagram.com&_nc_cat=107&_nc_oc=Q6cZ2QEforNwl8zc4jyIt3L0FVbqOlJexj_KM9Xylco0o0zPovjYUQDBYVH2fnpVGwCHlAM&_nc_ohc=sU9UV9F2Q-EQ7kNvwEEtw06&_nc_gid=GfZ_BeTuYBA3AmUAQs8oBA&edm=APs17CUBAAAA&ccb=7-5&oh=00_AfoAYqfDJvaLEfI9khBmN-q7g-SB7FpoR7GjKzPV7grCYw&oe=6965B8C9&_nc_sid=10d13b)\\\\ _Play_ Watch on Instagram](https://www.instagram.com/reel/DFxVK94IZNA/?utm_source=ig_embed&ig_rid=3621adbc-e3e3-4666-a39e-ef9364011093) [![urbanadventurerldn](https://scontent-lax3-2.cdninstagram.com/v/t51.2885-19/289263925_1207621513337023_5564693617857807276_n.jpg?stp=dst-jpg_s150x150_tt6&efg=eyJ2ZW5jb2RlX3RhZyI6InByb2ZpbGVfcGljLmRqYW5nby4zMjAuYzIifQ&_nc_ht=scontent-lax3-2.cdninstagram.com&_nc_cat=107&_nc_oc=Q6cZ2QEforNwl8zc4jyIt3L0FVbqOlJexj_KM9Xylco0o0zPovjYUQDBYVH2fnpVGwCHlAM&_nc_ohc=heEiR5yvnAsQ7kNvwFlAX0W&_nc_gid=GfZ_BeTuYBA3AmUAQs8oBA&edm=APs17CUBAAAA&ccb=7-5&oh=00_AfpcZk0vFl7s0_2gjLvuQJ9pSsL9sKU9qzLyGp-IaedSAg&oe=6965AE4A&_nc_sid=10d13b)\\\\ \\\\ urbanadventurerldn\\\\ \\\\ 536 posts · 679 followers\\\\ \\\\ ![](https://scontent-lax3-2.cdninstagram.com/v/t51.2885-15/528812624_18002389457795707_6422871079455111220_n.jpg?stp=c0.502.1290.1290a_dst-jpg_e15_s240x240_tt6&efg=eyJ2ZW5jb2RlX3RhZyI6ImltYWdlX3VybGdlbi4xMjkweDIyOTQuc2RyLmY4Mjc4Ny5kZWZhdWx0X2NvdmVyX2ZyYW1lLmMyIn0&_nc_ht=scontent-lax3-2.cdninstagram.com&_nc_cat=107&_nc_oc=Q6cZ2QEforNwl8zc4jyIt3L0FVbqOlJexj_KM9Xylco0o0zPovjYUQDBYVH2fnpVGwCHlAM&_nc_ohc=AFslPw0-1RAQ7kNvwGpU_uf&_nc_gid=GfZ_BeTuYBA3AmUAQs8oBA&edm=APs17CUBAAAA&ccb=7-5&oh=00_AfrSBAiyN-iMOwU9m3kSjSavDrKvSTVAElaqGG_KtyC1jg&oe=6965B181&_nc_sid=10d13b)![](https://scontent-lax3-2.cdninstagram.com/v/t51.2885-15/504514494_17997225329795707_3138825036488764449_n.jpg?stp=c0.502.1290.1290a_dst-jpg_e15_s240x240_tt6&efg=eyJ2ZW5jb2RlX3RhZyI6ImltYWdlX3VybGdlbi4xMjkweDIyOTQuc2RyLmY3NTc2MS5kZWZhdWx0X2NvdmVyX2ZyYW1lLmMyIn0&_nc_ht=scontent-lax3-2.cdninstagram.com&_nc_cat=107&_nc_oc=Q6cZ2QEforNwl8zc4jyIt3L0FVbqOlJexj_KM9Xylco0o0zPovjYUQDBYVH2fnpVGwCHlAM&_nc_ohc=MQiC1N6CIkwQ7kNvwHBMwBR&_nc_gid=GfZ_BeTuYBA3AmUAQs8oBA&edm=APs17CUBAAAA&ccb=7-5&oh=00_Afqlt0Lg-a6IbzujL0IXvF7-jhMmy4PIPYNGvFH2591RrA&oe=69659728&_nc_sid=10d13b)](https://www.instagram.com/urbanadventurerldn/?utm_source=ig_embed&ig_rid=3621adbc-e3e3-4666-a39e-ef9364011093) [View more on Instagram](https://www.instagram.com/urbanadventurerldn/?utm_source=ig_embed&ig_rid=3621adbc-e3e3-4666-a39e-ef9364011093) [Like](https://www.instagram.com/reel/DFxVK94IZNA/?utm_source=ig_embed&ig_rid=3621adbc-e3e3-4666-a39e-ef9364011093) [_Comment_](https://www.instagram.com/reel/DFxVK94IZNA/?utm_source=ig_embed&ig_rid=3621adbc-e3e3-4666-a39e-ef9364011093) [_Share_](https://www.instagram.com/reel/DFxVK94IZNA/?utm_source=ig_embed&ig_rid=3621adbc-e3e3-4666-a39e-ef9364011093) [_Save_](https://www.instagram.com/reel/DFxVK94IZNA/?utm_source=ig_embed&ig_rid=3621adbc-e3e3-4666-a39e-ef9364011093) [79 likes](https://www.instagram.com/reel/DFxVK94IZNA/?utm_source=ig_embed&ig_rid=3621adbc-e3e3-4666-a39e-ef9364011093) [Add a comment...](https://www.instagram.com/reel/DFxVK94IZNA/?utm_source=ig_embed&ig_rid=3621adbc-e3e3-4666-a39e-ef9364011093) [_Instagram_](https://www.instagram.com/reel/DFxVK94IZNA/?utm_source=ig_embed&ig_rid=3621adbc-e3e3-4666-a39e-ef9364011093) ## Treat your creators Creators were given access to exclusive merch, direct interaction with the cast, and premium seating. When creators have a positive experience, it translates into **stronger, more compelling content**. ## Maximising impact with early access Inviting creators to the Gala Night was **a strategic decision**. Early access meant content was being shared ahead of the main event, keeping momentum going in the lead-up to the show. This ensured the campaign had lasting visibility rather than being a one-off moment. ## A community-driven approach This wasn’t just about ticket sales. It was about engaging with an active fanbase and giving them a platform to share their enthusiasm. **Rather than simply marketing to a community, we involved them directly**, which made the campaign more effective. Judging by the volume of content generated, it’s clear that the excitement around Sailor Moon remains strong. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Lexi Kluk on March 7th, 2025 ## Nike's Olympic Strategy # Nike’s Futuristic Marketing Strategy for the 2024 Paris Olympics Nike's marketing strategy for the Paris Olympics has reverberated through the industry. They've once again shown their commitment to innovation in the face of a competitive market. ![](https://influence.digital/storage/01J7BSE16RPZC9ZHXR55B2QG4X.jpg) Sports Business Journal ## The athletes take centre stage For this campaign, Nike gathered athletes, media, creators and investors, to showcase their presence on the global stage. Among them are Serena Williams, Sha’Carri Richardson and Eliud Kipchoge, emblematic of **Nike’s connection with the world’s greatest sporting talents**. Nike strategically kicked off their marketing by putting forward some of the biggest names in the industry. ![](https://influence.digital/storage/01J87VW4HPM0JVHP26ZH41EQ19.png) ## A fusion of cutting-edge technology and athletic prowess Acknowledging the need for change, Nike announced **plans to slash costs by $2 billion over the next three years**. With this they aim to signal a shift towards renewed focus and innovation. At the heart of the event were the Olympics uniforms, revealed amidst much anticipation. Nike also went beyond tradition, creating **13 AI-generated sneakers**. Collaborating with stars like Kylian Mbappé, Nike showcased the power of innovation and reaffirmed their position at the forefront of athletic footwear. ![](https://influence.digital/storage/01J882RC17YGNPXXYWV551VWZC.png) ![](https://influence.digital/storage/01J882RC1ZKWKQXYMARMGD5150.jpg) ## Balancing innovation with consumer experience Balancing the digital realm with real-world experiences, Nike captivates audiences both online and offline, with a series of **in-person activations set to take place at the Centre Pompidou art museum.** Behind this well thought out strategy lies a company at a crossroads, as Nike is facing strong competition. This investment is a way for the brand to show it hasn’t lost its touch. In the ever-evolving world of sportswear, new players like Hoka and On Running have emerged, threatening Nike’s position. Nike’s Managing Director Lorraine Hutchinson says, “ _You have two major new soles in the running world that are taking share — and neither of them are Nike._” With i **nnovation as their North Star and athletes as their guiding light**, Nike is poised to write the next great chapter in the sportswear world. The Paris Olympics promises to be an unforgettable show on both the sports and active wear front. _Looking for a London-based digital and social media agency to help you achieve your goals? Get in touch_ [_here_](https://staging.influence.digital/contact) _._ Laetitia Picard on April 26th, 2024 ## Atmosphere Over Lineup # Vibe Capital: Why Atmosphere Has Become the New Festival Headliner There was a time when a festival’s pull began and ended with the lineup. A headliner printed in bold on a poster was all it took to sell thousands of tickets. But that model is fading. Today, the most energetic festivals in the UK aren’t just booking artists, they’re curating emotion, energy and atmosphere. The product isn’t the performance. It’s the feeling. The strongest festivals now project a consistent, emotive identity across every touchpoint, on site, online, and in the memories they leave behind. The best of them don’t just promise a good time. They deliver an unmistakable mood that starts before the gates open and remains after the final song plays. Welcome to the age of **_vibe capital_**, where festivals are marketed not just as music events but as emotional, cultural, and communal experiences. What a festival feels like takes precedence over who's playing. ![](https://influence.digital/storage/01K24HGP1Z3ZV0R925WMCNBZ59.jpg) Pexels ## The Collapse of Lineup-First Thinking Festival marketing has long leaned on talent, and for good reason. Big names meant credibility, PR, clicks, and ticket sales. But in recent years, the festival market has tipped into oversaturation. Between 2014 and 2019, the number of UK events calling themselves “festivals” quadrupled. At the time, the UK hosted nearly 600 music festivals (a 400% increase in events describing themselves as festivals from 2014), all competing for guests and attention simultaneously. What had started happening by 2019 was a blurring of lineups. A-list artists were hopping from one field to another, giving fans little reason to choose one event over another, aside from price or geography. In this environment, relying on a lineup poster to carry your campaign just doesn’t cut it. Festivals need a different hook. And increasingly, that hook was _vibe_. Festivals began selling themselves like lifestyle brands, projecting a mood, a worldview, a culture that fans want to step into. The lineup still matters, but it's part of a wider narrative. What kind of person goes to this festival? What moments will they talk about afterwards? What’s the point of view? Festivals began fighting for attention through tone, experience, and atmosphere. A-list names no longer guaranteed distinction. Events like Boomtown, Shambala, and End of the Road leaned into emotional storytelling, immersive identity, and strong community values to carve out space in a saturated landscape. The market’s methods of attraction went through a monumental shift, and it seemed to be working, over **5 million people** attended music festivals across the country in 2019, generating a record **£1.76 billion in gross,** it was looking like a very promising future. However, 2020 would see the arrival of the COVID-19 pandemic. Boomtown 2022 - Chapter One: The Gathering - Official Trailer - YouTube [Photo image of Boomtown Festival](https://www.youtube.com/channel/UChczTwpn82cl1B8Q1HiXr3w?embeds_referring_euri=https%3A%2F%2Finfluence.digital%2F) ## The Pandemic Pause, and What Came After The pandemic hit the festival world like a blackout. In 2020 and 2021, nearly every UK music festival was cancelled, postponed, or paused indefinitely. What had been a core part of British summer culture, long weekends in muddy fields, shared stages, and human connection simply… vanished. This wasn’t just a market crisis. It was an emotional one. For many fans, festivals weren’t just entertainment, they were rituals. Their absence created a sense of cultural dislocation. And that void would fundamentally reshape the values that audiences brought back with them once the gates reopened. When festivals returned in 2021 and 2022, the marketing wasn’t about acts. It was about togetherness. “We’re back” became a rallying cry. Campaigns leaned into reunion, joy, and release. Promotional imagery showed hugs, shared laughter, wide eyes under stage lights. The promise wasn’t “come see this artist.” It was “come back to each other.” Boomtown’s 2022 comeback, branded Chapter One: The Gathering, became emblematic of this shift. Before the gates even opened, organisers made a radical decision: the lineup would remain almost entirely secret until days before the festival started. Instead of investing heavily in three or four headline acts, they chose to spread that budget across the whole Boomtown experience, storytelling, theatrical immersion, and atmosphere-driven world-building took centre stage. Co-founder Lak Mitchell described it as a chance to return to Boomtown’s roots. The festival isn’t just about music, it’s a living city of theatre, narrative, and personal discovery. 2023 Mintel survey found that “reconnecting with others” was cited as the primary reason for attending a festival by over 40% of 18–34-year-olds, outranking music, location, or headliners. Atmosphere and emotion were no longer add-ons. They were the core product. Events that leaned into that did well. Boutique festivals like Shambala and We Out Here deepened their community-first messaging. Even larger festivals like Boardmasters pivoted tone, promoting mindfulness, well-being spaces, and community energy. Importantly, COVID also exposed how fragile lineup-led marketing could be. In the chaos of border closures, travel rules, and last-minute cancellations, acts dropped out with zero notice. Festivals that had built trust on experience were far better positioned to weather those shocks than those that relied on specific names. In many ways, that reset laid the groundwork for today’s most successful strategies: sell the moment, the feeling, and the vibe. ![](https://influence.digital/storage/01K24HGPZQHH9ZPE47CXM5REEQ.jpg) ![](https://influence.digital/storage/01K24HGQ11ZE5JG29G4SC9YVHR.jpg) ## What a Vibe Really Is To be clear, ‘vibe’ isn’t just branding. It’s not gradients and font choices. It’s not projection. It’s _point of view_. It’s how it actually feels to be there, on the ground, surrounded by thousands of other people, fully immersed in everything that comes alongside the music. The best festivals understand that and market accordingly. They don’t just show what the site looks like, they show what it feels like to be in the middle of it. TRNSMT’s video campaigns focus on the heat of the moment: cheering, arms around shoulders, crowd singalongs, Parklife’s TikToks are as much about pre-festival fit checks and campsite culture as they are about the stage, and Kendal Calling is less about staging and more about capturing spontaneous community moments. Festival identity has merged with emotional experience so fluidly that fans now choose festivals based on “coming into that world,” not just who plays it. ![](https://influence.digital/storage/01K24HGQ6B8BG1C8HXPRTPR01H.jpg) Parklife ## Strategic Marketing Anchored in Emotion Savvy festival marketing teams are translating vibe into strategy. They task on-site content creators with filming authentic crowd interactions. They invite user-generated stories with prompts like “what was your moment of the night?” This content fuels social feeds, builds anticipation, and transforms fans into storytellers. Such authenticity helps build **vibe capital**, the awareness that attending is not just attendance, but belonging. Festivals with strong vibe capital don’t just sell tickets. They earn trust, loyalty, and word-of-mouth momentum, often ahead of lineup announcements. In fact, 2025 **analysis** reveals that those aged 18–34 now cite emotional atmosphere and shared experience as primary motivators for festival attendance, still outranking even the lineup itself this far past the pandemic. ## Stand Out or Step Aside The shift toward vibe-first festival marketing hasn’t just emerged out of creative ambition, it’s been driven by necessity. In a market that’s both economically pressured and culturally crowded, being generalist is now a risk. That means curating specific, targeted vibes. You’re not just selling “fun”, you’re selling the exact type of fun your audience wants. We’re seeing this everywhere: the rise of niche, tight-knit day festivals, where the appeal is less about who’s on stage and more about being together. The growth of multi-format, values-driven events with wellness areas, talks, or community-led programming, The popularity of family-oriented, community-rooted festivals, where the brand is built on safety, inclusion, and co-created memories. Each of these is a vibe, and festivals that understand this are using it to build a brand that resonates deeper than a line-up ever could. Because in a landscape where everyone’s shouting, it’s the festivals that feel like something specific, and know how to express that feeling, that stand out. ## Why It Matters Now Despite economic pressures, more people are turning out for the emotional experiences festivals deliver. In 2024, an astonishing **19.2 million music fans** attended live music events across the UK, a whopping **33% increase** from the previous year. Music tourism revenues hit £8 billion, with £4.2 billion spent directly by attendees on tickets, travel, and on-site experiences . These numbers underscore a key trend: festivals remain emotional catalysts, with consumer demand surging for immersive, memorable gatherings. Close to 70% of festival-goers now say that a range of non-music activities such as arts, wellness, atmosphere are important when choosing an event. Moreover, with budgets stretched and artist fees high, investing in atmosphere offers sustainable ROI. Emotional connection builds longevity in a crowded market. The festivals that weather the evolving terrain won’t necessarily be those with the most famous headliners, but those with the clearest point of view, the most vivid storytelling, the strongest emotional ties. In every content post, every email, every festival map, the vibe must resonate. ## So What? So what does all of this mean? It means we’re past the era of lineup-as-message. Of copy-paste posters. Of “Tickets on sale Friday” as a strategy. Festivals now live and die by how well they build their **vibe capital**, their emotional value, their sense of belonging, their cultural POV. In a climate of economic anxiety and digital overwhelm, festivals offer presence, connection, and identity. That’s what people are buying. And that’s what marketers need to be selling. So whether you’re building a city like Boomtown, a memory like TRNSMT, or a community like Parklife, your task isn’t just to promote a show. It’s to invite people into a world. One they’ll recognise, remember, and come back to. Elliot Thorne on August 8th, 2025 ## Spotify AI Playlist Tool # Your Music, Your Way: The Spotify AI Playlist Generator ## Spotify continues as trailblazers in music curation as it debuts the beta version of the Spotify AI Playlist generator. Pioneering advanced AI solutions and championing user-centric design, Spotify leads the charge in redefining music discovery. Expanding upon the triumphs of AI-driven features like the AI DJ and daylist, Spotify introduces its latest innovation to the world. ![](https://influence.digital/storage/01JAG7D5HWTJEHWHZVZNSW7JQA.jpg) Spotify ## A seamless user experience Crafted with simplicity in mind, the **Spotify AI Playlist generator** allows users to curate personalised playlists tailored to their unique preferences. Creating a bespoke playlist with the generator is as simple as typing a unique prompt into the chat. From **cultural references** to **moods** and **activities**, the possibilities for crafting the perfect playlist are **limitless**. ![](https://influence.digital/storage/01JAG7D5J583WAEZHCMW8HVQ0K.jpg) Spotify ## Fine tuning your discovery The key to unlocking the **full potential** of the AI Playlist generator lies in refining prompts, moods, artists, or decades. With the ability to tweak playlists using prompts like “more sad music” or “less upbeat,” users can ensure their **curated selection** aligns seamlessly with their mood and preferences. ## Continued innovation While the feature is currently in **beta**, Spotify remains committed to **refining** and **expanding** its capabilities. As the platform continues to build on this feature, users can anticipate further **enhancements** to enrich their music discovery journey. ## A new era of music curation The introduction of the AI Playlist generator marks a significant milestone in Spotify’s mission to provide users with **personalised experiences**. As the platform evolves and innovates, subscribers can look forward to a future filled with **endless possibilities** for musical exploration and discovery. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Darcy Lloyd on April 19th, 2024 ## Adidas Third Kits Launch # Adidas Celebrates 75th Anniversary with Iconic Third Kits for 2024/25 ## Adidas has made waves in the world of football fashion with the release of the 2024/25 third kits for some of Europe’s most prestigious clubs: Arsenal, Manchester United, Real Madrid, Juventus, and Bayern Munich. The rollout has been a marketing masterclass, serving as both a celebration of Adidas’ heritage and a forward-looking vision for the future of football. ## Reintroducing the Trefoil: a nostalgic return The standout feature of this year’s third kits is the return of the iconic **Adidas Trefoil** logo. Originally reserved for Adidas Originals ranges, the Trefoil is returning to the pitch as part of the brand’s 75th-anniversary celebrations. This logo replaces the Three Stripes Performance logo on the jerseys, linking these clubs’ storied pasts with a modern aesthetic. “The Trefoil stands for sporting elegance and authentic style, resonating with fans’ collective memory of football.” Sam Handy - SVP of Product and Design at Adidas Football ## Unique designs reflecting club DNA Each club’s third kit is a unique blend of its **historical identity** and **modern streetwear trends**. The designs delve into the roots of each club’s **culture**, producing kits that are both fashion statements and sportswear. The **Arsenal** third kit draws inspiration from the club’s **1994/95 away kit**, with a bold design that blends a nostalgic color palette with a fresh, fashionable twist. The use of the Trefoil and the iconic **cannon crest** creates a vibrant look that resonates with Gooners worldwide. ![](https://influence.digital/storage/01J87VWP26PQ4E49JGS50PZDG6.jpg) Arsenal **Manchester United’s** is a tribute to the club’s global fanbase. The red, white, and black tricolor flag, which symbolises **unity among fans**, is prominently displayed across the chest. The traditional club crest is replaced by the **Red Devil** emblem, offering a sleek and modern design. ![](https://influence.digital/storage/01J87VWP2AK9W7SXRE0R4XH2Y9.png) Manchester United **Real Madrid’s** kit marries timeless style with modern elegance. A dark grey color palette and an engineered “RMCF” monogram pattern combine with the Trefoil logo, creating a jersey that balances **tradition** with **contemporary flair.** ![](https://influence.digital/storage/01J87VWP2FT1STBMDPMQTH4EAW.jpg) Real Madrid **Juventus’** is inspired by the night sky, featuring a starry night color palette of **navy blue and gold.** The design is accentuated by a polo collar and a gold silhouette of the **Juventus zebra**, replacing the traditional crest. ![](https://influence.digital/storage/01J87VWP2JM26C5ZWA68T4Y93P.jpg) Juventus **Bayern Munich’s** kit celebrates the club’s golden years with a **red and white colour palette** and a classic 1970s badge. A diamond graphic subtly ties the design to both the club’s **DNA** and Adidas **heritage**. ![](https://influence.digital/storage/01J87VWP2NDVZPZNTTHCEZ8NCM.png) Bayern Munich ## The Marketing Campaign: A Triumph in Storytelling Adidas has paired these distinctive designs with a **marketing campaign** that is equally compelling. The campaign, led by cinematic videos and star-studded appearances, has captured the imagination of **football fans** and **fashion enthusiasts** alike. ![](https://influence.digital/storage/01J87VWP2TPSQY1FBFG10TBAB4.jpg) Footy Headlines They strategically incorporated **club legends** into the promotion of the new third kits, creating a deep connection between the **past** and **present**. Each campaign featured iconic players who have left a lasting legacy at their respective clubs, further anchoring the kits in the rich **history** and **culture** of the teams. For example, Manchester United’s promotion included appearances by legendary figures such as **Bryan Robson, Denis Irwin, and Jaap Stam,** alongside current stars. Arsenal’s campaign similarly highlighted former players, bridging generations of **Gunners**. This use of club legends not only resonated with longtime fans but also added a layer of **authenticity** and emotional depth to the **marketing** efforts, reinforcing the idea that these kits are more than just apparel—they are a **tribute** to the clubs’ storied histories. ![](https://influence.digital/storage/01J87VWP2X12Y3R1JRD5CN295A.png) Arsenal Adidas created a **compelling promotional narrative** by celebrating the clubs’ rich histories alongside the vibrancy of their current teams. The campaigns captured the essence of each club’s legacy through stylish, **retro-inspired** designs, while also highlighting the contemporary flair of today’s players. This approach effectively blended **nostalgia** with **modern excitement**, showcasing the new kits as both a nod to the past and a fresh statement for the present. ## Fans react The reception on **social media** has been overwhelmingly positive. Fans have lauded the return of the **Trefoil logo**, the nostalgic nods, and the fashion-forward designs. The buzz generated by the **campaign videos** has further amplified the excitement, with fans engaging in discussions, sharing their favorite moments, and expressing their **anticipation** to own these unique pieces of football history. ![](https://influence.digital/storage/01J87VWP35Z2PPMFEH7ZEGXC87.png) @odesaturne on X ## Conclusion: a masterclass in football, fashion and marketing Adidas’ release of the 2024/25 third kits for Arsenal, Manchester United, Real Madrid, Juventus, and Bayern Munich is a significant moment in both football and fashion. By blending nostalgia with modern design, and pairing it with a compelling marketing campaign, Adidas has successfully captured the spirit of these iconic clubs while pushing the boundaries of what football kits can represent. This collection is not just about celebrating Adidas’ past 75 years but about setting the stage for the future of football apparel. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Darcy Lloyd on August 16th, 2024 ## 1% Mindset Insights # The 1% Mindset: Lessons from Steven Bartlett's Diary of a CEO and Flight Studio In the bustling world of digital media, where trends shift at the speed of a swipe, finding a sustainable edge is a challenge. However, Steven Bartlett appears to have stumbled across the secret, following the news that his podcast, The Diary of a CEO has crossed 1 billion cumulative streams alongside Apple announcing his podcast as the UK's most-downloaded for a third year running. Bartlett’s public persona and professional methods divide opinion. Some buy-in to his ethos and methodology, whilst others roll their eyes at the pretentious nature of his posting. Whatever side of the fence you might sit, there is no disputing that the growth metrics, listens, and calibre of guests speak for themselves. This success has not come about by chance, but instead a commitment to ‘sweating the small stuff.’ A mantra of trying to be 1% better each day than the last, built upon a commitment to experimentation, testing, learning and iteration. ![](https://influence.digital/storage/01JJ4YH7H5M8Z1VS1JSKY40K6H.jpg) Steven Bartlett ## What is the 1% mindset? The 1% mindset is rooted in the belief that small, consistent improvements compound over time to create extraordinary results. Bartlett frequently emphasises this approach on _Diary of a CEO_, drawing on anecdotes from his entrepreneurial journey and interviews with world-class leaders. It's not about quantum leaps; it’s about showing up every day, learning from micro-failures, and iterating relentlessly. In digital creation, this mindset is especially relevant. The industry prizes innovation, but true innovation often emerges from mastering the basics and iterating upon them with precision. Like it or not, digital marketing is a data driven industry. The way Bartlett’s team test and experiment with purpose - from seeing which colour subtitles effect retention on a video to whether or not starting with b-roll changes drop-off rates - generates precise data that helps inform future creative decisions, completing the feedback loop. Their campaigns succeed not because they reinvent the wheel but because they elevate existing strategies and content through the knowledge extracted from extensive experimentation and data. Each new experiment helps build on the last, the efficacy of each compounded from past learnings. But, outside of the bubble of Bartlett’s team, what lessons might we be able to adopt in thinking about digital content creation within an agency context? ![](https://influence.digital/storage/01JJ4YTXZE769MYK94EZQG7KSW.png) LEAP:IN ## Where might we find the extra 1% in digital content creation? 1\\. **Relentless Focus on Quality** Bartlett’s work demonstrates that quality trumps quantity, especially in content. In a sea of noise, the standout campaigns are those that deliver genuine value, whether through storytelling, design, or execution. Taking the time to refine your work by 1% daily — better scripts, sharper edits, or more insightful analytics — adds up over time. 2\\. **Iterative Experimentation** Flight Studio’s campaigns often feature creative risks grounded in data and iterative testing. For agencies, this means treating every piece of content like a live experiment. What happens if you tweak the headline? Does a slight adjustment in video pacing boost engagement? With platforms offering real-time insights, incremental improvements aren’t just possible; they’re essential. 3\\. **Resilience Through Setbacks** The _Diary of a CEO_ is filled with stories of failure turned into growth. Bartlett openly shares the tough moments that forged his success, reminding us that setbacks are part of the process. For agencies, this means embracing feedback—both from clients and audiences—as fuel for improvement rather than criticism to avoid. 4\\. **The Power of Compounding Skills** Bartlett often credits his success to building strong networks, and for agencies, this concept of compounding skills is amplified through collaboration across teams. When content creators, analysts, designers, and strategists work together, their shared expertise elevates the end product far beyond what siloed efforts can achieve. By fostering open communication, breaking down silos, and encouraging co-learning, agencies can unlock innovative solutions and create work that stands out in the fast-paced digital world. ![](https://influence.digital/storage/01JJ70QFY6426MG0ZJWR373JPA.jpg) Kruger Cowne ## Why it matters The digital landscape is unforgiving. Audiences have shorter attention spans, and platforms constantly evolve. In order to stay ahead of the curve - or within touching distance of it - we need to evolve our working practices and the questions we ask ourselves on a daily basis. There’s no hiding from the fact that the 1% mindset relies on buy-in at company level. It’s a cultural shift in mentality where ‘sweating the small things’ isn’t just rewarded, it’s expected. It rests on a combination of hard work, curiosity, and the drive to improve. It’s about showing up, striving to be better than yesterday, and trusting that the small improvements will add up. So next time you face a daunting task, ask yourself: _What’s the 1% improvement I can make today?_ It might not seem like much now, but over time, it could make all the difference. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Steven Franklin on January 22nd, 2025 ## Coca-Cola Olympics Campaign # Coca-Cola’s Summer Olympics Ad Campaign Hones In On Hugs A campaign designed to celebrate togetherness and unity in line with the spirit of the Paris 2024 Olympics. ![](https://influence.digital/storage/01J7BH51FS8M7WC1AKPGX10F4G.png) Creative Boom ## “It’s Magic When the World Comes Together” Coca-Cola’s advert showcases Olympic swimmers embracing, nodding to a memorable scene from the 2020 Summer Olympics in Tokyo, when South African swimmer Tatjana Schoenmaker set a new world record in the 200-meter breaststroke. Her teammate Kaylene Corbett and U.S. swimmers Lilly King and Annie Lazor **congratulated her with a heartfelt hug**. To set the advert's scene - as the four athletes embrace in a packed Paris 2024 arena, a woman in the crowd sipping a Coca-Cola is inspired by the moment. She hugs a vendor in the stands, setting off **a ripple effect that spreads through the stadium, across the streets of Paris, and around the globe.** ![](https://influence.digital/storage/01J7BH51FZM90DR76SFHQP0X40.png) ![](https://influence.digital/storage/01J7BH51G2WVCMZ2D48SE0X1H8.png) “Our differences are what make us unique, but when we come together, that’s when the 'real magic’ happens” Islam ElDessouky, Global Head of Content and Creative Strategy for Coca‑Cola In addition to the commercial, Coca-Cola has released limited-edition Olympic packaging. These cans feature illustrations of half a hug, which create a full embrace when paired together, further emphasising the campaign’s message of unity and connection. ![](https://influence.digital/storage/01J7BGB5H5XTEEF2JRKPA31EAT.jpg) _Looking for a London-based digital and social media agency to help you achieve your goals? Get in touch_ [_here_](https://staging.influence.digital/contact) _._ Lola Marshall on July 25th, 2024 ## Taco Bell & Omar Apollo # Taco Bell And Omar Apollo Team Up For A Hot Sauce Collaboration Dive into Taco Bell's collaboration with musician Omar Apollo, featuring the Disha Hot Sauce inspired by a family recipe. This blog explores how the partnership blends personal storytelling and music culture, offering unique products like a special vinyl record while celebrating heritage in a fresh way. ## The story behind disha hot sauce Disha Hot Sauce is apersonal recipe from Apollo’s mother, dating back to when his parents ran a restaurant after emigrating from Guadalajara, Mexico. The sauce, a family favourite, is now being shared with the world through Taco Bell. “ _It’s not just about the flavors that take me back to my childhood, but about honoring my heritage_,” says Omar Apollo. ![](https://influence.digital/storage/01J8T1DKBNM39WD5HS9VFKXV38.jpg) KTLA ## Disha hot discovery box The collaboration features the Disha Hot Discovery Box, which includes three packets of the new sauce alongside a Cheesy Gordita Crunch, Doritos Locos Taco, and more for $8.99. Available to Taco Bell Rewards Members starting September 24th, and to the public on September 26th, it’s designed to appeal to Apollo’s Gen Z fans. ![](https://influence.digital/storage/01J8T14WTX3D53RKDN2KNEBFW3.jpg) Spoon University ## A collectible vinyl for music lovers As part of the collaboration, Taco Bell is offering a **limited-edition vinyl** of Apollo’s album infused with radiant orange liquid inspired by the Disha Hot Sauce. Only 500 copies will be available for Taco Bell Rewards Members, adding **a unique collectible** element to the mix. ## Taco Bell's cultural play This partnership, born from Taco Bell’s _Feed the Beat_ program, demonstrates the brand’s focus on **connecting with younger audiences through authentic, creative collaborations**. By blending Apollo’s music with Taco Bell’s food, the brand is crafting memorable experiences that go beyond traditional celebrity partnerships. _Looking for a London-based digital and social media agency to help you achieve your goals? Get in touch_ [_here_](https://staging.influence.digital/contact) _._ Beatriz Barot on September 27th, 2024 ## Book Club Review # Influence Digest: After You’d Gone by Maggie O’Farrell Introducing **Influence Digest** – our new blog section dedicated to exploring everything cultural. Whether it's the latest book, a powerful theatre production, or a must-watch film, we'll be reviewing and reflecting on creative works that spark conversation. This week’s blog covers our latest book club meeting. Make sure to stay connected for your cultural fix! ![](https://influence.digital/storage/01JD01FBT796XP8APE6D8C8NX8.jpg) Influence Digital ## Book club review In our recent book club meeting, we explored _After You’d Gone_ by Maggie O’Farrell. This novel took us on **an emotional rollercoaster of family secrets, loss, and self-discovery**. During our discussion, we had a blast unpacking its clever structure and getting to know its unforgettable characters, all while chatting about the powerful themes of grief and love that make the story so compelling. ## A unique structure One of the hot topics in our book club was the book’s non-linear structure, which had us all a bit puzzled at first with the time jumps and shifting perspectives. O'Farrell’s storytelling is both layered and complex—kind of like **a mystery that slowly starts to make sense**. It was a little confusing at first, but we all ended up loving how the structure mirrors the chaos of memory and the slow reveal of hidden truths. ![](https://influence.digital/storage/01JD4VC7ENTK6NFBMB7XK6DYE5.jpg) xigxag ## In-depth character analysis The characters, especially Alice, definitely got a lot of attention in our discussion as well. Her struggles with love and family hit home for many of us, who expressed sympathy for her challenging journey. Opinions on John, however, were really mixed—some saw him as a solid support for Alice, while others felt he was a bit distant and hard to connect with. But overall, Alice’s character depth and vulnerability made her **one of the most memorable protagonists we’ve come across**. ## Themes of grief and family secrets O’Farrell’s portrayal of grief was also something we all found incredibly moving; it really captured the complicated nature of loss. Many of us felt the novel showed how family secrets shape not only who we are but also the choices we make. This theme sparked some great conversations about our own family histories, as well as **the universal struggle to find closure**. ![](https://influence.digital/storage/01JD4V6X3QSFWP1Z4NNH1TDZ3J.png) Influence Digital ## Ratings & reflections By the end of our book club meeting, ratings ranged from three to five stars. One of the most memorable moments came from Lauren Kennedy. While she initially gave the book a lower rating, Lauren ended up bumping it up to five stars after reflecting on how much the story actually stayed with her. It had an impact few books do—definitely a shoutout to O’Farrell’s storytelling skills. ## Looking forward For our next book club pick, we’re switch things up with a thriller! We’re excited for the change in tone and can’t wait to see how what this new genre will bring to our next meeting. If you haven’t read _After You’d Gone_ yet, it’s definitely worth picking up. This is the kind of story that will leave you reflecting long after you’ve turned the final page. Trust us, it’s worth the read. Beatriz Barot on November 19th, 2024 ## Sensory Marketing Insights # Beyond the Screen: The Art of Sensory Marketing From honey-infused beauty to dessert-scented skincare, brands are turning social feeds into a sensory playground. With so much digital noise and endless ads, people are after more than just products—they want real, memorable experiences. Sensory marketing taps into all five senses, creating moments that stir emotions, spark memories and build a deeper connection with the brand. ## What is sensory marketing? At its core, sensory marketing is about engaging all five senses - **sight, sound, touch, taste and smell -** to create an experience people actually remember. It’s not just about what a product **_does -_** it’s about how it **_feels_**. By using sensory triggers - like a nostalgic scent or a satisfying texture - brands can spark emotions and build strong connections. It’s the difference between a forgettable ad and an experience that lingers in your mind. Think about catching a whiff of fresh-baked cookies or hearing a song that instantly takes you back. Sensory marketing works the same way, creating memorable moments that make brands feel personal. ![](https://influence.digital/storage/01JJRTXYR3TY1A3Z5NGCCMY3X8.jpg) Gisou ## Engaging the senses in digital marketing Rhode and Gisou have mastered **the art of making you** **_crave_** **their products**—literally. They tap into the way delicious food, especially sweets, trigger desire, using sensory marketing to transfer that longing straight to their beauty products. Rhode pairs its silky lip treatments with creamy desserts and soft textures, making the experience feel just as indulgent as biting into a rich pastry. Gisou, with its honey-infused formulas, plays up the golden, drippy sweetness of honey, making skincare feel just as satisfying as a spoonful of something decadent. By **placing their products alongside crave-worthy treats**, these brands spark the same “I need this” feeling—turning hunger for dessert into an irresistible urge to buy. ![](https://influence.digital/storage/01JJRTSGW6PBKD7G83B9GKNBJ5.png) Medium Fashion brands like Sisters & Seekers show that sensory marketing doesn’t have to be complicated to work. By describing their knitwear as “ **soft butter**” or “ **fresh bread**,” they use relatable, evocative language that instantly triggers feelings of warmth, comfort and even a bit of craving—turning a simple sweater into something you’d want to wrap yourself in. It’s not just about the fabric; **it’s about the experience**, a moment of comfort that customers can genuinely feel. In an industry where products can often feel interchangeable, creating this kind of sensory connection is a powerful way to stand out. ![](https://influence.digital/storage/01JJRVG91SZ5VCDFQDN0KRC4YC.png) Sisters & Seekers ## Why sensory marketing works 1. **Creates Emotional Connections:** Sensory marketing engages people on an emotional level, helping them connect with the brand through shared experiences and feelings. 2. **Makes the Brand Memorable:** Experiences that engage multiple senses create stronger, more lasting memories, making it easier for consumers to recall the brand when making purchasing decisions. 3. **It Gets People Talking:** Sensory marketing often results in unique and engaging content that people are more likely to share, increasing the brand’s visibility. ![](https://influence.digital/storage/01JJS68SKDFPFFTN5B29MFRXPG.jpg) Loewe ## What’s next for sensory marketing? As digital marketing gets more crowded, sensory marketing is a great way for brands to stand out and make a real connection with people. By tapping into all five senses, brands can create experiences that go beyond just the first impression and stick with you. As more brands start using these sensory strategies, the challenge will be making them feel natural in their brand story. At the end of the day, sensory marketing is about more than what a brand sells—it’s about the experience they create and how it makes people feel. _Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch_ [_here_](https://influence.digital/contact/) _._ Beatriz Barot on January 29th, 2025 - [Influence Digital Agency](https://influence.digital/): Award-winning London agency excelling in digital marketing services. - [Contact Us](https://influence.digital/contact): Reach out to collaborate and build lasting relationships. - [Industry News](https://influence.digital/blog): Explore marketing trends, insights, and social media opinions here. - [Our Services](https://influence.digital/services): Comprehensive digital services focused on strategy and creativity. - [Influencer Marketing Services](https://influence.digital/services/influencers): Connecting brands with ideal influencers for effective campaigns. - [Strategic Services](https://influence.digital/services/strategy): Strategic guidance for effective brand planning and innovation. - [Our Portfolio](https://influence.digital/work): Explore innovative projects across strategy, advertising, and creative. - [About Us](https://influence.digital/about): Social media agency focused on positive impact and innovation. - [Community Engagement Services](https://influence.digital/services/community): Boost engagement and achieve business goals through community services. - [Digital Development Solutions](https://influence.digital/services/development): Custom technology solutions for transformative digital development services.