Brands That Show Up, Stick Around: How Partnerships and IRL Activations Supercharge Social
In a world of endless scrolls, brand love is built through shared experiences. For young audiences, showing up in the right real-life moments can supercharge social media impact - creating moments that cut through the noise and turn attention into lasting loyalty.
Join us to discover how Hawaiian Tropic’s partnership with Perrie Edwards is sparking cultural conversation online and off. Learn how Wilkinson Sword’s Intuition is using its Rugby World Cup collaboration to drive community and in-store action. And hear how Bulldog Skincare’s partnership with IRONMAN is helping the brand show up with purpose - and translate real-world presence into social engagement.
Samuel Budd is the founder and CEO of Buddy Media Group, an award-winning independent social and influencer marketing agency. With over a decade of experience in launching and scaling global marketing agencies, Sam has led performance and acquisition strategies for renowned brands such as Apple, Aviva, Procter & Gamble, Spotify, and Bacardi.
Sam’s early career at Seed Marketing saw him secure over £1 million in new business in 12 months, helping drive towards the company's eventual acquisition by Amplify. Before playing a pivotal role in scaling Social Chain across three markets, serving as Managing Director of Social Chain USA under Steven Bartlett, and guiding the company through its IPO on the German stock exchange.
Under Sam’s leadership, Buddy Media has quickly become one of the UK’s fastest-growing agencies, growing 100% YoY as well as being recognised for award-winning campaigns that seamlessly blend creativity with performance. Sam was also recognised as one of TechRound’s Top 20 Entrepreneurs for creativity and innovation in 2024.
In addition to his professional achievements, Sam is establishing himself as a thought leader in the neurodivergent and mental health space. He has not only onboarded an in-house psychologist, Ross Anderson, to support himself and Buddy employees with resilience, wellbeing, and mindfulness training, but also actively supports a number of charities, podcasts/events and community initiatives with the goal of helping people strengthen coping strategies and better understand childhood trauma and neurodivergent challenges.
Marketer with 7 years experience in Brand Management across global healthcare (Durex & Nurofen), beauty (La Roche Posay) and personal care (Wilkinson Sword) brands. Most recently heading up UK #2 female hair removal brand Wilkinson Sword Intuition.
Alexandra Douglas is the UK Marketing Director at Edgewell Personal Care, overseeing key brands including Wilkinson Sword, Intuition, Hawaiian Tropic, and Bulldog. During her tenure, Edgewell has modernised its approach on social, been recognised as a Great Place to Work and has celebrated three Product of the Year awards. Previously, Alexandra held senior leadership roles at Wella Company, Boots UK, and Philips, specialising in beauty and healthcare marketing.
Adam Wilkie is the Global Brand Manager at Bulldog Skincare, where he’s played a key role in the brand’s growth journey. He leads Bulldog’s broader brand marketing strategy, delivering high-impact campaigns and activations - including the partnership with the IRONMAN and IRONMAN 70.3 European Triathlon Series. Previously, Adam was Communications Manager at Bulldog, shaping the brand’s messaging and global presence. Before that, he was a Senior Consultant at Hanover Communications, executing award-winning marketing and PR campaigns for FTSE 100 and Fortune 500 clients.