Content, Video & Storytelling Marketing

Everyone’s talking about community, but what does it actually take to build and scale?  

Claire Ferreira, award-winning CEO and Founder of Mums in Marketing,  and one of the most authentic voices in community building today, cuts through the noise, ‘exposing’ what community actually is, where storytelling can be missed, and which metrics matter 

You’ll leave with:

 • The clarity to know what community means

 •  The place to keep an eye on (and it might not be where you think) 

 • How engagement is a lie

Buyer journeys are changing fast. By the time decisions are made, your brand may already be excluded. In this session, Begum Kahraman, Customer Advocacy Leader at Wings4U, explores what this shift means for B2B organizations, why traditional marketing signals are losing influence, and what actually determines whether your brand shows up when AI is shaping decisions. You will learn how to turn real customer interactions into scalable proof, activate advocacy to influence pipeline, and build visibility where it matters most.

Key Themes:

• Which B2B brands get left out of AI-powered recommendations and why
• What signals AI uses to surface and recommend vendors
• How to turn customer interactions into a scalable proof engine
• How advocacy, reviews, and references impact deal progression

Drawing on real social video data from the Milano Cortina Olympics, this session breaks down what actually worked across platforms in EMEA — and how brands can apply those lessons to future global events like the World Cup before it reaches fever pitch.

Key Learnings:

• How media brands and influencers performed differently during the Olympics — and what that means for your World Cup strategy
• The content formats, durations, and posting patterns that drive the most engagement across platforms in EMEA
• How to identify whitespace opportunities in the buildup to the next major cultural moment

Customer journeys are increasingly complex and multi-channel. Discover how brands are using cross-channel storytelling to create unified, data-driven narratives that strengthen connections and loyalty.

• See how unified data, brand voice, and creative strategy turn fragmented campaigns into connected customer journeys
• Hyper-personalisation at scale: Explore how AI-powered insights and CXDPs enable dynamic storytelling that adapts in real time across email, social, web, and voice
• Emerging touchpoints: See how voice, live chat, and predictive content are reshaping how brands meet customers where they are
• Discover how authentic, immersive visuals- from raw video to interactive AR- are reshaping connection and credibility
• Learn how to deliver personalised, compliant experiences in a world moving beyond third-party cookies

Products Don’t Fail. They Drift. Most products don’t collapse overnight. They slowly lose clarity. Positioning softens. Messaging fragments. Teams begin to pull in different directions.

Without a narrative, even great products get lost in the noise. With a strong product narrative, sales pitches sound the same no matter who delivers them. Marketing campaigns reinforce the same message customers hear from your product team, and Leadership can explain the product in one clear sentence.

The products that stay on track follow a simple principle: Markets are not won by the teams with the best products. They are won by the teams that tell the best stories.

What you will Learn:

In this session, we will explore how to build a product narrative by answering three simples questions.

1. What value your product truly delivers?
Digging deeper than features to learn how to communicate contrast around your differentiated value.

2. Who cares most about that value?
Learn how to customise conflict to your ideal customer profile to create an emotional product story that resonates.

3. Why do you deliver that value best?
Learn the five sources of credibility to ensure you can back up the promises your product has made.

UGC is central to authentic, high-performing marketing. This panel explores how brands are transforming customers into co-creators, leveraging creative tech, immersive media, and social platforms to drive community, trust, and measurable ROI.

• Immersive experiences: See how AR, VR, and AI turn campaigns into interactive, co-created content
• Innovative UGC formats: Explore podcasts, shoppable content, and offline activations that boost reach and authenticity
• Trends driving engagement: See how gamification, micro-influencers, short-form video, and real-time content are shaping the future of UGC

• A behind-the-scenes look at a recent multi-channel content campaign, including how we designed platform-specific storytelling across TikTok, Meta, Pinterest and YouTube
• How AI was used in practice to support content generation, optimisation and speed…what worked, what didn’t, and what we learned along the way
• How a test-and-learn approach shaped creative decisions, formats and media investment across channels
• Key results, practical takeaways and lessons for content leaders looking to scale quality without losing relevance