"The Brief Is in the Comments" - Community as Creative Strategy
When Duolingo’s CMO Manu Orssaud dropped this line, the entire room leaned in. And for good reason. Duolingo doesn’t just listen to their audience- they co-create with them. From the viral "Duo Owl death" campaign to their TikTok-bait stunts, every move is grounded in fandom, meme culture, and community feedback.
"The brief is in the comments." — Manu Orssaud, CMO, Duolingo
"I kept thinking about how often our best-performing content isn’t the most polished—it’s the most in tune," said SLTC Digital Marketing Strategist DeNea Hynes, who attended the Summit. "The comment section really is the focus group."
At SLTC, that same mindset powers our approach to brands like Adrienne Landau and Cable & Gauge, where we monitor DMs, post replies, and TikTok trends to inform everything from copy tone to casting.
Performance + Play: The New Creative Sweet Spot
Forget either/or thinking. The most effective campaigns in 2025 sit at the intersection of creativity and performance. MNTN’s Ryan Reynolds-backed agency showed how speed, humor, and cultural relevance can still drive measurable results.
"Video is no longer optional, it's a necessity." — Ali Haeri, SVP of Marketing, MNTN
Apothékary shared how they test four TikToks a day to find what sticks—not what looks perfect. They’re not waiting weeks for a fully baked campaign—they’re iterating fast, with a foundation of brand clarity and authenticity holding them firming to their core roots.
At SLTC, we live in this space. Whether it's a slick Klaviyo email flow or a messy, relatable Reel for Paulaner, we test early and often, using data to double down on what feels most human in a very AI-centric world.
Gen Alpha and Boomers Deserve Better
Most marketing still worships Gen Z. But Melissa Gonzalez (MG2) and Jen Meehan (Edelman) reminded us: the two fastest-growing, most influential segments are Gen Alpha and Boom X (Boomers + Gen X).
"Over 85% of marketing spend still skews young, but opportunity lies in outliers."
Gen Alpha wants co-creation, gaming, and hyper-personalization. Boomers want to be seen as lively, vibrant, and influential—not background noise. At SLTC, we’re already applying these insights with brands like French Toast (targeting school-age Gen Alpha and their millennial parents) and KP Away (serving Boomers with respectful, science-forward storytelling).
AI as Your Editor, Not Your Author
There was plenty of talk about AI—but the best insight came from brands who aren’t treating it as a replacement. Instead, they’re using it to accelerate production, tag content, or brainstorm faster.
"AI is a thought partner, not a replacement." — David Lee, Squarespace
"AI boosts efficiency, e.g., auto-tagging 3,500+ event photos. Taking laborious tasks off the team’s plate." — Beth Sidhu, Chief Brand & Comms Officer, Stagwell
At SLTC, we’re using AI to speed up content calendars, surface trends, and test hooks - but our strategists and creators are still steering the ship. That’s where the magic lives.
Fandoms, Feeds, and IRL Moments
Sephora, Gamefam, and FIFA all showed how fan engagement now demands cross-platform storytelling. It’s not just about being online. It’s about creating a sense of belonging—in Roblox, in loyalty programs, on tour buses, or at pop-up events.
"Fans want two-way relationships. If they don’t hear from you, they will let you know how they feel."
"Belonging is earned, not rented."
This idea reinforced what we already prioritize: strategy that connects the dots between online touchpoints and real-life behaviors. For example, when we promoted Paulaner’s Oktoberfest campaign, we infused social content with nods to rituals, nostalgia, and regional pride - knowing that those anchors build emotional resonance.
Final Thought: The Future Is Fast, But Human Still Wins
The common thread across every speaker and session? Speed matters. But connection matters more. Listening is a skill. So is cultural fluency. The best marketers of 2025 will be the ones who can move quickly and with meaning.
That’s exactly what we help our clients do at SLTC.
Want to work with a team that listens as hard as it builds? Let’s talk.
