In this session...
Sometimes the most powerful influencers in modern marketing are the ones that feel like your neighbor, your barber, your bodega guy. This panel will explore how centering real, hyper-local individuals can turn a campaign into a citywide movement, why relatability now beats celebrity, and how many small stories can add up to something massive. From street interviews to longform storytelling, learn how embracing authenticity and leaning into locality can be a key strategy for relevance, connection, and cultural staying power.
What You'll Learn from This Session...
- Trust Over Talent: Explore how credibility can be built through recognizable local figures and everyday community members, and how to avoid a campaign that feels like a top-down directive.
- Finding Common Ground Without Sacrificing Credibility: Learn how to identify and leverage connective truths that unite diverse audiences, while maintaining nuanced local and cultural relevance.
- From Public Message to Social Norm: Dive into the differences between a momentary spike in awareness and true, sustained behavior changes – and how campaigns can achieve the latter.
