Youth appeal: The way to make content shareable

London – At our Future of Media Network evening, held at The Future Laboratory HQ last week, LS:N Global senior journalist Peter Firth spoke to Joe Wade, creative director of online magazine and creative agency Don’t Panic, about how to spread a brand’s message.

Don’t Panic specialises in guerrilla marketing, creating disruptive campaigns that often gain traction through word of mouth on the internet. What was Wade’s advice to brands? ‘Always aim at a younger audience than you think is your target,’ he said. ‘They are the ones who share stuff.’

For more on extending your brand’s voice using new unconventional platforms, watch the video above and read more in our Symbiotic Branding macrotrend, which explores the guerrilla methods of Brandalism and Brandjacking.