FANDOM FUEL:

HARNESSING COMMUNITIES FOR BRAND IMPACT

People trust people more than brands. How can brands break into communities and drive authentic engagement? With $39 billion projected to be spent in global influencer advertising spending in 2025, understanding cross-category relevance and cultural nuance is key. Learn how to harness and understand the power of communities: when to create content for scaling audiences, engaging niche groups, and how we can convert casual fans into loyal advocates. From leveraging bootleg culture to tapping into escapism-driven fandoms, this session explores how brands can align budgets for maximum ROI in unconventional spaces.