Owning Owned: Why organic is the power play of a unified marketing strategy with Tinder, Primark and Channel 4
Organic gets written off every few years. Too slow. Too hard to measure. But for Tinder, Primark and Channel 4, owned content is anything but an afterthought. In this panel, SocialChain’s Eve Young sat down with Madeline Riley, and Aaron Gillies to unpack how organic has become a creative engine for cultural relevance, community connection and smarter paid decisions.
From repeatable formats to reactive comments, pressure tests to IRL moments engineered for the feed, the session proved that the best organic strategies build the brand, shape the work and tell you what people actually care about.
Owning Owned June 2026 (27min)
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