Trinny London on building a cult social community through audience mindset | Annie Davidson, Head of Social & Community
Behind every brand that talks about “community” there’s a question of whether it’s real, and Trinny London has a Facebook group of 200,000+ women to point to. In this episode, we’re joined by Annie Davidson, Head of Social Media & Community at Trinny London, to unpack how a community that formed itself during lockdown became the heart of the brand’s social strategy.
Expect to learn why the team skips the Gen Z trend cycle in favour of speaking to a shared mindset among its 40+ audience, how tribe members shape what the brand makes through polls, product testing and video diaries, and why real customers now sit in the brand’s TV, billboard and paid social creative.
We also get into why Trinny’s personal channel and the Trinny London channel are run as two separate accounts, how Substack is becoming a home for long-form conversations that aren’t about product, and the mistake marketers should stop making when they talk to an older audience.
