Digital Content Strategist, Web3 Senior Marketer, Former Head of Lifestyle Partnerships, Facebook & Instagram
Sara Wilson is a digital content strategist focused on web3 communities and Gen Z consumption trends who works with brands, publishers and high-profile individuals to create and grow passionately devoted communities across digital channels. To do it, she leverages a unique combination of journalism and digital marketing skills honed during two decades working at some of the world’s leading publications and social platforms. Read More >
Nike's acquisition of virtual collectibles company RTFKT
A New Framework for Building Intimacy With Your Audience
A New Framework for Building Customer Relationships
The rise of web3 has turned passive consumers into active investors. But successful web3 projects aren't simply investment vehicles, they're also strong communities--what speaker Sara Wilson calls digital campfires--that come with their own unique languages, iconographies, values and distinct subcultures. And perhaps most importantly, they imbue members with a deep sense of belonging. As these communities mature, hosting elaborate offline events, commerce operations, and rolling out tokenized economies of their own, they are defining what the next generation of brands look like. This talk will walk through the fundamentals of this new breed of web3 brand for marketers of all kinds, with the goal of helping them navigate the new landscape and build web3 strategies that integrate these new brand-building principles into their roadmaps authentically and effectively.
Audiences today, especially younger ones, are increasingly retreating from public-facing social platforms and flocking to smaller, more intimate online destinations such as Roblox, Discord, Twitch, Fortnite, and others. Digital strategist Sara Wilson calls these spaces digital campfires, a term she first coined in the Harvard Business Review, where she also detailed the ways that brands and platforms are experimenting with digital campfires as a means of building and fostering more intimate relationships with their audiences. Read More >
In the two years since Sara first introduced the term, digital campfires have become a force defining not only how audiences connect, but also how they experience and shape culture at large.
In this talk, Sara explains why brands and digital platforms can no longer afford not to pay attention to digital campfires, the ways your brand, organization or platform’s long-term survival may depend on them, and how to leverage a three-step digital campfire formula to find your people, create and stoke brand love, and build long-term trust. Read Less ^
"Sara gave our YouTube team an awesome glimpse into the world of digital campfires, sharing inspirational case studies and tactical guidance for how we can better connect with Gen Z in the places they naturally congregate. Feedback across the team was stellar!"
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