2020 brought about a crisis for many food service businesses — and also forced innovation. On the marketing side of things, it meant all plans went out the window. For Shake Shack, it meant [...]
Putting all content creation in the hands of influencers is a popular TikTok strategy among brands more comfortable with Instagram. But best using the platform to the brand’s advantage requires getting immersed into conversations and securing a platform-specific community. In this session, Tyler MacDonald, senior manager of influencers and social media at Pacsun, will discuss how the company has crafted a voice, built a team, and rethought its approach to influencers and content to achieve success on TikTok.