The Observer’s recent viral exposé explores alleged false claims made in Raynor Winn’s hit memoir The Salt Path, revealing the true reason she and her husband Moth decided to trek 630 miles along the South West Coast Path. The talkability of the investigation has driven earned creator media for the news brand and proved how...
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Influencers, Wimbledon and F1: The pros and cons of inviting creators to events and mitigating the backlash
Brands invite creators to attend events as a way to animate their products, establish cultural adjacency and build new narratives that engage social audiences. However, there is growing commentary on TikTok debating influencer content from the British Grand Prix and Wimbledon. Tickets for these sporting events are notoriously expensive and difficult to get, which is...