SXSW 2020

Oddly Satisfying: Niche Communities For Mass Reach


In this session, you'll go from seeing influencer marketing as an individual partnership to an online community partnership - and the results will give you tingles. Method, the sustainable soap company, partnered with seven ASMRtists to bring a regimen of laundry care to life. As it turns out, these often overlooked corners of the Internet are rich territory for mission-driven brands to gain support from the consumers they serve at scale. Method, ASMRtist ALBinWhisperland and PopularPays lead the conversation on how to integrate with online communities with integrity and authenticity.

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  1. How brands can get big results with niche online communities like ASMR
  2. Understand how brands, influencers and online communities can make best-in-class partnerships
  3. See online communities as legitimate spaces to create contextually relevant branded content



Shannon Greevy, Social Media Director, People Against Dirty (Method Home + Babyganics)

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Intermediate

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