* Open to Premium Pass holders

People go on social media for a lot of reasons—to scroll aimlessly, watch cat videos or maybe do some cyber lurking on their latest love match. But despite the industry's greatest efforts, people don’t go on social media to see ads. To get around this, innocent drinks has developed a cunning strategy: Not Advertising Smoothies™.

innocent’s social lead John Thornton as he explores how Not Advertising Smoothies™ gets conversions (he even made a graph). However, he'll also undermine himself by dissecting their most successful tweet, which is actually a shameless advert featuring four separate product messages about a very blue drink.

Attend this session and learn:

• How to give your organic content a purpose beyond just product messages
• How engaging with your audience is key to creating viral content
• Why personality trumps tone of voice