New event format TBWA\Disruption Talk experienced successful launch
The TBWA\Zurich agency is launching a new event series called TBWA\Disruption Talks. The series kicked off last week with the first event, which focused on the phenomenon of YouTube stars and was titled “From 0 to 100 Clicks in One Minute.”.
The first TBWA\Disruption Talk was all about social media and what moves young people today. Three panel guests, who know the success factors for a successful dialog with young people like no other, reported from their everyday social media lives. Youtuber and face of Probro Patrick Reiser told how he quickly turned a YouTube channel about body building into a fitness-related business model with his own clothing line, nutritional supplements and kitchen utensils. After less than a year, he already has over 100,000 followers.
Julia Graf is the most successful Youtuber in German-speaking Switzerland and currently reaches 760,000 subscribers with her beauty channel. She gave an insight into her everyday life as a one-woman business and her various roles as a make-up artist, photographer, image editor, video producer, marketing manager, content manager, model, promoter, secretary and speaker. Sandra Lehner, Head of Branded Content at the social TV channel Joiz, outlined do's and don'ts in social media based on various campaigns.
In their presentations, the speakers talked about their careers, their YouTube hobby, which gradually turned into a full-time job, and gave tips for communicating on social media. Authenticity is the buzzword of the hour. The speakers agreed that humanity must not just be a marketing phrase, but must be tangible in communication. This starts with the right colloquial language and ends with admitting mistakes and dealing with them creatively. In particular, the future importance of real-time and image-based communication, e.g. via Snapchat and Periscope, was repeatedly emphasized and explained with examples.
The subsequent aperitif provided an opportunity to talk to the speakers, who were available to answer questions until late in the evening. Patrick Reiser, Julia Graf and Sandra Lehner opened up completely different perspectives on a phenomenon that is increasingly becoming a challenge for many brands. Polarizing, insightful and certainly disruptive - that's the impression the first TBWA\Disruption Talk left on the guests.
True to the motto of the evening, the entire event was captured by the participants themselves using selfie sticks:
