Where Culture Meets Commerce: Driving Conversion Through Creators

Talk:

While social commerce is often framed through shoppable content and creator-led conversion, the real opportunity lies in how creators shape culture- and how that cultural influence translates into commercial outcomes.

In this keynote, Jeremy Bierma, Senior Growth Marketing Manager at Tottenham Hotspur, explores how brands can move beyond transactional influencer campaigns to harness creators as drivers of cultural relevance, attention and demand.

Drawing on the unique dynamics of global sports audiences, Jeremy will share how brands can tap into cultural moments, creator influence and community signals to generate sustained commercial impact. Rather than focusing on programme mechanics, this session will unpack how influence flows through culture- and how brands can convert that into measurable revenue and long-term value.

Key Themes:

• How creators shape culture, attention and demand- not just conversion
• Turning cultural relevance into measurable commercial outcomes
• Moving beyond campaigns to influence-led, always-on ecosystems
• Using creators to amplify moments, narratives and brand relevance at scale
• Measuring success through revenue, impact and long-term value- not just engagement