Main Character Energy: Building Communities on Gen Z’s Favorite App
Brands no longer have purely transactional relationships with their customers. Today, they’re in group chats, hosting community events, and offering more than just a product, they’re building meaningful connections. Community is now at the heart of successful marketing, and one of the best places to do this is on TikTok where many buzzing communities live.
Josh McCoy, Associate Partnerships Director at NewGen sits down with Brett Estrella, Branded Content & Partnerships Lead at Cash App to explore why community management is essential to brand recognition on TikTok and how creator partnerships can amplify those efforts.
Key Takeaways:
- Why community management is essential to TikTok social strategy
- Which platforms drive strong community engagement
- How to collaborate with creators to expand reach and impact
Josh McCoy is Associate Partnerships Director at NewGen, leading the commercial department in its New York headquarters. Josh has been at NewGen for 4 years, working across client service and commercial teams, leading on US clients including Samsung, Cash App and more to help brands connect with their audiences and build communities on social.
Brett Estrella is Branded Content & Partnerships Lead at Cash App (part of Block, Inc., a global technology company with a focus on financial services), where he has worked on owned organic content, creator partnerships, and sports/entertainment partnerships since 2022.
Prior to Cash App, Brett worked in Sports & Entertainment Sponsorship Development at Excel Sports Management, leading the agency's gaming representation practice and sourcing large-scale partnerships for their client roster of traditional professional athletes, teams, and leagues.