In this conversation, Eric Gray interviews Aubrey Burrough, a senior social strategist at Dentsu Creative. Aubrey shares her experience working with brands like Nutter Butter and Sour Patch Kids, highlighting the importance of understanding the audience and creating content that is relatable and engaging. They also delve into the challenges brands face in using social media effectively and the need for brands to adapt and be willing to change. Aubrey also discusses the future of marketing to Gen Z and the upcoming generation, Gen Alpha. Aubrey encourages embracing failure and taking risks in marketing strategies and highlights the value of a comedic approach to social media.
00:00 Introduction and Background
01:43 Working with Nutter Butter and Sour Patch Kids
04:04 Using Social Media to Build a Rabid Fan Base
08:17 Challenges of Using Social Media for Brands
12:19 Connecting and Engaging with the Audience
16:19 The Creative Process and April Fool's Day Activation
23:22 The Importance of Ingenuity in Creativity
24:01 The Importance of Simplicity in Branding
24:39 Being Always On as a Brand
25:14 Seizing Opportunities in Real Time
26:09 The Power of Social Listening
28:08 The Impact of Agile Social Media Strategies
29:20 The Importance of Being Plugged In
30:15 Learning from Other Brands
32:13 Embracing Failure and Taking Risks
34:19 The Future of Marketing to Gen Z
36:23 Preparing for Gen Alpha
39:28 Saying No to Ideas and Embracing Creativity
41:10 Bringing a Comedic Approach to Marketing
44:03 Closing Remarks and Where to Follow Aubrey