Rocket Fuel: Youth Marketing

Rocket Fuel: Youth Marketing

Jul 09, 2020 47 min

The Future of Social Platforms (Louise Richardson, Pinterest)

Louise Richardson is the Director of Marketing, Europe at Pinterest. Once…an “idiot 21-year-old rocking up to London” - her words, not ours - Louise Richardson has cemented herself as an inexpendable asset, and unabashedly raging fan, of Pinterest. With her formative years being spent at the likes of Mindshare and Snap Inc, Louise brings a razor sharp knowledge of the social media landscape with her to Pinterest, and this week’s discussion. Rather than being a space for highlight reels; what has happened, like so many other social medias, Pinterest is a future-facing social media service, galvanising the inspiration and imagination of its users. Though a late comer to the social media space, relative to the founding years of the biggest social platforms today, Pinterest has captured the attention and admiration of over 250 million people around the world, bringing each of them closer to living the Pinterest ethos of creating a life you love. This is Louise Richardson’s Rocket Fuel. Topics of discussion include: mentorship, diversity of experience and personality, the future of commuting, how Pinterest is different, brand integration and Gen Z/Zoomers,… ——————— Follow James @JamesErskine ( Connect with James on LinkedIn ( Follow Rocket @WeAreRocketHQ ( Follow Rocket on LinkedIn ( Follow Louise on LinkedIn: Follow Louise on Twitter: See for privacy and opt-out information.
Jul 02, 2020 50 min

A Refreshing Take on Health and Branding (Kara Goldin, Hint Inc.)

Kara Goldin is the founder and CEO of Hint Inc: a US-based healthy lifestyle company specialising in beverages. Unbeknownst to her at the time, Kara Goldin began developing the blueprint to Hint’s success after being diagnosed with gestational diabetes. Needing a healthy alternative to sugary juices and sodas, she began experimenting with her very own DIY beverages from her kitchen. Today, Kara heads a team of 200, and incorporates a direct-to-consumer model of distribution, fundamentally disrupting the parameters of the beverage industry. Since its founding in 2005, Hint have gone on to become the fastest-growing flavoured water in the US. Beginning commercially in Silicon Valley, then mainstream retailers thereafter, Hint have fundamentally carved out a fresh and interesting space in the beverage market by allowing and imploring their consumer base to order straight to their door. Topics of discussion include: Kara’s journey, consumer habits, competition, youth behaviours, and brand personality. This is Kara Goldin’s Rocket Fuel. ——————— Follow James @JamesErskine ( Connect with James on LinkedIn ( Follow Rocket @WeAreRocketHQ ( Follow Rocket on LinkedIn ( Follow Kara on Twitter Follow Kara on Instagram Connect with Kara on LinkedIn Hint See for privacy and opt-out information.
Jun 25, 2020 29 min

Darren Moorcroft, The Woodland Trust

Darren Moorcroft is the CEO of The Woodland Trust: a conservation charity dedicated to maintaining and populating forestry. The Woodland Trust is the UK’s biggest woods conservation charity. They stand up for woods and trees by harnessing the power of big data; creating woodlands that last for generations to come. Last year alone, with the help of schools, youth organisations and families, the TWT planted a sheer 750,000 trees Darren Moorcroft is a Doctor of Conservation and the Chief Executive Officer at The Woodland Trust. Prior to this role, he worked for wildlife conservation RSPB for 17 years, cementing his role as a protector of the environment and the biodiversity it houses. Topics of discussion include: why The Woodland Trust do what they do, having a diversely skilled team, the climate and nature crisis, raising awareness, and engaging young people. This is Darren Moorcroft’s Rocket Fuel. ——————— Follow James @JamesErskine ( Follow James on LinkedIn ( Follow Rocket @WeAreRocketHQ ( Follow Rocket on LinkedIn ( Follow Darren on LinkedIn: Follow Darren on Twitter See for privacy and opt-out information.
Jun 18, 2020 46 min

KFC's Branding Recipe (Josh Benge, KFC)

Josh Benge is the Brand Engagement Manager for KFC, managing social media, gaming and partnerships. Needing no introduction, KFC (Kentucky Fried Chicken) is one of the biggest quick service restaurants in the world. KFC is located in 150 countries, and has over 900 restaurants in the UK and Ireland alone.… Over the course of 5 years, Josh Benge has carved out a niche for himself at KFC, attaining a role that, self admittedly, is a bit of a mouthful. Dubbed ‘Brand Engagement Manager - Social Media, Gaming and Partnerships,’ Josh manages the “post-social media aspects” of the UK KFC brand, including KFC’s social media feeds, influencer partnerships, and, brand new venture, KFC Gaming.… Along with his two lifelong friends, Josh also co-hosts The Stodgy Waffle Podcast: a comedy and entertainment podcast Topics of discussion include: Josh’s journey, brand tones of voice, keeping a brand fresh, KFC gaming, competition, influencer marketing saturation, KFC’s charity, and appealing to individuated youth. This is Josh Benge’s Rocket Fuel ——————— Follow James @JamesErskine ( Follow James on LinkedIn ( Follow Rocket @WeAreRocketHQ ( Follow Rocket on LinkedIn ( Follow Josh on LinkedIn Listen to the Stodgy Waffle Podcast See for privacy and opt-out information.
Jun 11, 2020 48 min

The #1 YouTube Convention: Social in the City (Tom Burns, SiTC)

Tom Burns is the co-creator of SiTC: the biggest YouTube convention in the UK. At a point in time that now seems so long ago, “Summer in the City” was but the makeshift name given to a gathering of 300 YouTube enthusiasts, meeting in a field, playing ukulele and eating cake. Now rebranded, and accommodating Winter in the City, SiTC (Social in the City) is the biggest YouTube convention in the UK. Boasting an incredible 11,000 attendees year upon year,…the convention delivers a myriad of panels, branding opportunities, meet and greets, and communal spirit. SiTC was co-created by Tom Burns, a now 29-year-old, who, self admittedly, had no idea what he was getting himself into 10 year ago. As well as being a content creator in his own right, Tom is also known for his expertise within the digital space and his knowledge as a YouTube historian and OG. Topics of discussion include: SiTC’s humble beginnings, YouTube’s transformation, the rise of TikTok, panels and events, where brands go wrong, fandom consumption, and what the youth cares about. This is Tom Burns’ Rocket Fuel. ——————— Follow James @JamesErskine ( Follow James on LinkedIn ( Follow Rocket @WeAreRocketHQ ( Follow Rocket on LinkedIn ( Follow Tom on Twitter ( Follow Tom on Instagram ( Connect with Tom on LinkedIn ( See for privacy and opt-out information.
Jun 04, 2020 39 min

Influencing Influencers (Lucy Loveridge, GLEAM Futures)

Lucy Loveridge is the Global Head of Talent at GLEAM Futures. GLEAM Futures is the most prolific digital-first talent agency in the UK, representing some of the biggest influencers and online personalities the space has to offer.…Talent includes the likes of Zoella (Zoe Sugg), Grace Beverley, Louise Pentland, Marcus Butler and winner of Love Island 2020: Paige Turley. Since its conception in 2010, GLEAM has gone on to collaborate with the likes of Disney, Apple, Amazon, Coca-Cola and the BBC, and continues exemplify why influencer marketing is absolutely here to stay. Once a reviewer of shampoos, now a tour de force in the influencer marketing space, Lucy Loveridge joins us this week. After serendipitously bumping into Dominic Smales, the then budding CEO of GLEAM, at a house party some seven years ago, Lucy accepted the proposal to work for an agency, the likes of which no one had yet seen. Topics of discussion include: the scope of Lucy's role, what makes GLEAM talent, agency competition, GLEAM’s evolution, social media trends, influencer marketing during coronavirus, and the characteristics of Gen Z. This is Lucy Loveridge’s Rocket Fuel. ——————— Follow James @JamesErskine ( Follow James on LinkedIn ( Follow Rocket @WeAreRocketHQ ( Follow Rocket on LinkedIn ( Follow Lucy on Instagram ( Follow Lucy on Twitter…( Reach out on LinkedIn ( Gleam Futures See for privacy and opt-out information.
May 28, 2020 51 min

A Digital Star is Born | YouTube, TikTok and Journalism (Chris Stokel-Walker, Journalist)

Chris Stokel-Walker is a tech and internet culture journalist. Last year, Chris published his seminal book “YouTubers: How YouTube Shook Up TV and Created a New Generation of Stars," discussing the history of the platform and the effects it has had on society. He joins us this week to expand upon the title, as well as discuss the rise of TikTok, emerging platforms, and the role of tech during quarantine. Chris has written for the likes of Wired, The BBC, The Telegraph, The Guardian, Newsweek and The Economist, Topics of discussion include: the state of journalism, YouTube and TikTok, new media entrepreneurialism, parasocial relationships, the demise of Vine and Byte, participation culture, fandom, and the habits of young people. This is Chris Stokel-Walker’s Rocket Fuel. ——————— Follow James @JamesErskine ( Follow Rocket @WeAreRocketHQ ( Follow Rocket on LinkedIn ( Follow Chris on Twitter ( Follow Chris on Instagram…( Contact Chris on LinkedIn ( See for privacy and opt-out information.
May 21, 2020 1 hr 3 min

A Convergence of Wellbeing and Tech (Kim Palmer, Clementine)

Kim Palmer is an entrepreneur and the founder of Clementine: an app designed by women for women. Until founding Clementine, Kiwi Kim Palmer had a self-professed non-linear career; working for Lloyds Bank, Tesco, and a handful of startups. She was hardworking and creative - data-focused before data and algorithms were the norm - but her journey became disrupted by severe anxiety and panic attacks. After learning that so many other women shared a similar experience, Kim quit her job to start her own business and launched Clementine. Clementine is an app designed to help you ‘become more confident, destress and sleep better.’ It has a user-base of 55,000+ and distinguishes itself from other wellbeing apps by focusing on hypnotherapy. Topics of discussion include: Kim’s beginnings, her mental health struggles, women’s accessibility to tech, and the importance of authenticity and diversity of thought This is Kim Palmer’s Rocket Fuel. ——————— Follow James @JamesErskine ( Follow Rocket @WeAreRocketHQ ( Follow Rocket on LinkedIn ( Follow Kim on LinkedIn… Follow Clementine on Twitter: See for privacy and opt-out information.
May 14, 2020 39 min

The Reality of Reality TV (Nazleen Karim, Monkey Kingdom)

Nazleen Karim is a television producer for Monkey Kingdom. After graduating from Durham University, Nazleen pivoted away from academia to begin a role with The BBC. Though initially entailing sterile admin work, it catalysed a career within the entertainment industry, allowing Naz to work on household name shows such as Celebrity Big Brother, Gogglebox, Strictly Com Dancing and Made In Chelsea. Monkey Kingdom is am award-winning British television production company that produces programming for the UK and US. Since its foundation in 2001, they have gone on to produce shows for the BBC, ITV, Channel 4 and Channel 5, Sky, E4 and MTV. Highlights include Made in Chelsea, The Bi Life, The Real Housewives of Cheshire and Celebrity Game Night. Topics of discussion include: the role of authenticity, age demographics, commercialism, and youth audiences. This is Nazleem Karim’s Rocket Fuel. ——————— Follow James @JamesErskine ( Follow Rocket @WeAreRocketHQ ( Follow Rocket on LinkedIn ( Follow Nazleen on LinkedIn See for privacy and opt-out information.
May 07, 2020 50 min

Drew McIntyre, WWE Champion

Drew McIntyre is a WWE Superstar and the current WWE Champion. Beginning his journey to world renowned wrestler at just age 15, Drew was initially signed to WWE at the precocious age of 21 and welcomed by legendary WWE Chairman Vince McMahon as “future world champion”. Mr McMahon was right, of course, but not before Drew was sensationally fired for, as he confesses, a big ego and not pulling his weight. An inspiring case of life imitates art followed, as McIntyre worked hard to get back into the business overcoming obstacles all the way to reach the very top as champion, personifying the hero’s journey that lies at the heart of WWE’s storytelling. WWE (World Wrestling Entertainment) is an integrated media organisation and recognised leader in global entertainment. WWE consists of a portfolio of businesses that create and deliver original content 52 weeks a year to a global audience. WWE is committed to family friendly entertainment on its television programming, pay-per-view, digital media and publishing platforms. WWE programming is translated into 28 different languages and is available in more than 180 countries and 800 million households, and has more than one billion social media followers across 18 platforms. WWE is the pinnacle of its genre, being prolific in content creation, brand partnerships, marketing, licensing and merchandising. Topics of discussion include: WWE’s place in culture, the role of a WWE Superstar, fandom, overcoming challenges, attracting an audience, and the need for authenticity: “Don’t play the wrestler; be the wrestler.” This is Drew McIntyre’s Rocket Fuel. ——————— Follow James @JamesErskine ( Follow Rocket @WeAreRocketHQ ( Follow Rocket on LinkedIn ( Check out Drew McIntyre on WWE Follow Drew on Instagram Follow Drew on Twitter Follow Drew on Facebook See for privacy and opt-out information.
Rocket Fuel: Youth Marketing
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Next episode Thursday, July 16
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