In this episode we welcome Alison Flood, a culture marketing savant, as we like to call her.
Originally Alison cut her teeth over at Gawker, producing original content & events around pop culture and web trends. She then jumped over to Recognition Media where she produced Internet Week Europe, US, The Webby Awards, and Lovie Awards. Went on to start her own experiential agency, ROOD Studios, where she worked with a variety of clients like Diageo and Cheil.
Most recently, she’s been VP of Experiential over at BuzzFeed working with a range of clients like Band of America, Petco, Amazon, and more.
In the episode we cover:
- Why knowing your brand is critical in building communities and targeted experiences for your audience.
- Finding fun ways to create engagement within the community and beyond, operating outside of traditional marketing channels.
- Alison details her approaches for feeling the pulse of culture and how she translates trends into brand stories, with truth and joy as core principles.
- How sometimes you just need to come up with a great idea and hack growth, getting out of your creative comfort zone to build unlikely and informal communities that fulfill the brand purpose.
- IRL experiences pivoting to the new normal and how this translates to online events. What are the better strategies to merge online & offline, and most importantly: can you measure feeling?
- How ROI metrics changed as we move online and how this can evolve in the future.
- What are the toughest things to crack when producing online events and why keeping the human connection in online activations is so important to keep consumers engaged.
*This was recorded before the news about Marilyn Manson was made public
Hosted on Acast. See acast.com/privacy for more information.
