When Weird Works: How Fame-First Strategies are Winning Youth Audiences
Our panel explores how brands like Currys, KFC and Oatly have shifted to fame-first strategies across earned and social media, designing content that feels native to the internet, with an ‘entertain or die’ attitude. We’ll unpack how creative bravery, coherent dissonance and a touch of unhinged can help brands earn attention, build relevance and stay credible with younger audiences.
April is a seasoned comms pro with 14+ years’ experience in some of London's top PR agencies. Currently leading the team at creative comms agency Here Be Dragons, April has always been drawn to culturally relevant creative work, and at Here Be Dragons has worked across industry recognised campaigns for brands including Greggs, Beavertown, Oddbox, Kimpton Fitzroy London and Disney.
Erica has 10 years of experience building brands and consumer engagement integrated in contemporary culture, primarily through social, brand partnerships and talent/creator collabs, but also ATL campaigns, PR and IRL events. Currently leading cultural brand strategy across partnerships, events, social and talent for Oatly in UK&I, she recently led the 'Custard by Giggs' campaign for the brand.
Phoebe is a Senior Brand Manager at KFC.
