Beyond Trending
This event took place on Wednesday 26th March 2025.
An exchange of ideas on maximising campaign spikes and viral moments, learning from celebrity brands, and sustaining media interest.
PHOTOS
Coming soon.
PANEL
Ruth Bewsey, Co-Founder and Creative Director of Daisy Jewellery, a high quality jewellery brand founded in 2009. From the iconic Chakra Collection in 2010 to collaborations with Estee Lalonde, Polly Sayer and Shrimps, Daisy Jewellery has built a reputation for creating timeless pieces with meaning. Ruth shared how she transformed early viral moments into a thriving, long-term business, offering insights from a founder who has mastered the art of staying relevant.
Laura Merritt, Co-Founder of Merritt Tate, leads a contemporary communications consultancy that works with brands such as Peachy Den, Sandqvist, Daphine, WORME, Universal Works and many more. With over a decade of experience in luxury and commercial brand communications, Laura uncovered the strategies that keep her clients in the press, and why some brands capture attention while others struggle to get noticed.
Joel Bjarni Marlinarson, Founder of Coldest Creative, is a content creator and social strategist known for sharing insights on modern brand marketing with over 50,000 followers on TikTok. He has collaborated with major brands including Abercrombie & Fitch, Chicken Shop Date and M&S on content creation and social strategy. Joel shared insights on the dos and don'ts of brands engaging with viral trends, and why even celebrity-led brands must work hard to capture and sustain attention.
TALKING POINTS
ENGAGING AN INFLUX OF NEW FOLLOWERS
Going viral after a campaign or influencer mention is exciting, but beyond that initial surge, brands need strong strategies to convert fleeting interest into lasting loyalty. The challenge is turning new followers and newsletter subscribers into repeat customers and long-term advocates rather than one-time buyers.
LESSONS FROM CELEBRITY FOUNDED BRANDS
Celebrity and influencer brands start with a built-in audience of devoted followers, while those without a famous face must work harder to gain attention. Some have successfully transformed fame-fuelled hype into sustainable businesses, while others have struggled. Their successes and failures offer valuable lessons for all on brand building.
KEEPING THE MEDIA INTERESTED
Journalists are quick to cover new brands and product launches, but sustaining media attention beyond that first wave requires creativity and persistence. Understanding what keeps the press engaged can help ensure your brand remains relevant and newsworthy long after the initial hype fades.