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This isn’t just another influencer play — it’s a creative, measurable, and purpose-led marketing strategy rooted in social insights and designed for real business impact. In this session, you’ll explore how to lead with creators and culture (not just channels), build integrated digital, PR, and paid media strategies around a social-first core, and use social data to craft a distinct brand voice that cuts through the noise.
Key Takeaways:
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Start Social-First, Not Last: Shift your campaign planning process to lead with social. Build your big idea for creators and communities first — then scale with PR and paid.
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Design Social to Differentiate, Not Duplicate: Start smart. Conduct a competitive and customer analysis to find your brand’s unique space. Avoid where your competitors have stronger share of voice. Carve out your own.
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Build Creator-Driven Storytelling: Partner with creators who authentically reflect your brand mission. Empower them to co-create — not just post — to drive deeper engagement and advocacy. Work with creators who share your mission. Let them co-create content that speaks to passion, purpose, and people — not just product.
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Measure What Matters: Go beyond impressions. Track metrics like premium perception, cultural relevance, and intent to pay more. These are the real levers for challenger growth. Focus on meaningful KPIs — premium perception, cultural relevance, and intent to buy. These are the levers for challenger brand acceleration.
Alex Gilliam
Communications & Social Media Manager
Atlanta Beltline, Inc.