Business Exchange learns how to make brands go viral

North East business leaders have been shown how to make their brands more engaging online thanks to a leading comedian and digital marketing specialist.

Helena Langdon, the former head of Digital and Communities at Innocent addressed the first meeting in 2022 of Teesside University’s Business Exchange.

She demonstrated how, through the use of irreverent and witty social media posts, the drinks manufacturer was able to create and retain an extremely loyal customer base.

In particular, she spoke about the importance of listening to what people are saying on social media and trying to personalise messages.

Through this approach to customer service, Helena helped Innocent build its social media profile to the point where, during the 2015 general election, its #dogsatpollingstations hashtag was the number one trending topic on Twitter in the UK.

Helena, who is now the interim Head of Content at the RSPB, also repeated her mantra that “if you are 70% sure of something, then go for it”. This attitude enabled Innocent to take risks, which very often resulted in hugely successful campaigns, such as its Big Knit appeal which has raised millions of pounds for Age UK.

Her work has now extended onto the comedy circuit, as a writer for The Now Show (Radio 4) and Newsjack (Radio 4), where she has been recognised as a Funny Women finalist (2019) and BBC New Comedian of the Year finalist (2019).

The Business Exchange is a network of business leaders in the North East and North Yorkshire.

Dr Elaine Hooker, Head of Business Innovation at Teesside University, said: “This was a fantastic way to start the Business Exchange in 2022.

“Helena’s talk was incredibly insightful, with a number extremely useful tips, as well as being highly entertaining.

“We all took a lot from it and there are a number of suggestions which we’ll be looking to put into practice ourselves.”

The next Business Exchange takes place on April 1 with businessman and professional poker player Caspar Berry as guest speaker.

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