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How Primark Converts Social Buzz to IRL Sales | Kymberley Thomson, Primark

SocialMinds - A Social Media Marketing Podcast

Release Date: 03/19/2025

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SocialMinds - A Social Media Marketing Podcast

On this week’s episode of Social in Six, senior creative Eve Young is back with Mil in the studio. Together, they recap the top headlines from social, including Bulletin Boards, TikTok’s answer to Broadcast Channels; Instagram and TikTok developing connected TV apps; and YouTube's new shoppable stickers for Shorts.  They also discuss Meta’s plan to train chatbots to send follow-up messages unprompted; X making advertisers literally pay by the pixel, and Reddit’s new Recommendations tool. Got a question or suggestion for the Social Minds podcast? Get in touch at...

info_outline How Dr. Oetker Cooked Up Its Content Strategy for Culture & Loyalty | Josephine Keller, Dr. Oetker show art How Dr. Oetker Cooked Up Its Content Strategy for Culture & Loyalty | Josephine Keller, Dr. Oetker

SocialMinds - A Social Media Marketing Podcast

Dr. Oetker is a brand that has a place in every household’s cupboards, but it’s also found its place on everybody’s social feeds - particularly for its baking category. Today’s guest is Josephine Keller, Dr. Oetker’s head of digital marketing, and she joins us to share how the brand has successfully built out its in-house social production capabilities, what the power of both UGC & EGC has been for them (and when to use each) and why old cult classic Facebook Groups is still worth the investment.   Got a question or a suggestion for the SocialMinds podcast? Get in...

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SocialMinds - A Social Media Marketing Podcast

This week, Mil is joined by The Fifth’s associate creative director Joel Newman to break down the need-to-know headlines from the world of social. This time, they’re discussing a suite of new ad tools from both TikTok and Meta, LinkedIn’s new First Impressions Ads and a promising update on Instagram’s trial Reels. We also cover Pinterest’s midyear trends report and, finally, unpack a WPP Media report that says creators are set to generate more revenue than traditional media channels this year. Got a question or suggestion for the Social Minds podcast? Get in touch at .

info_outline Procurement, Pitches and Partnerships: Why Chemistry Still Counts | Tina Fegent show art Procurement, Pitches and Partnerships: Why Chemistry Still Counts | Tina Fegent

SocialMinds - A Social Media Marketing Podcast

Procurement isn’t just about cost-cutting anymore. It’s about chemistry, collaboration and long-term value. That’s the message from this week’s guest, Tina Fegent – one of the UK’s first marketing procurement specialists and a leading voice in agency-client relationships.  In this episode, we explore how procurement has evolved from tactical to strategic, why “fit over flash” matters in pitches, and how agencies can build lasting partnerships with brands. Tina also shares her take on the future of social media, the role of AI in marketing, and what makes campaigns like...

info_outline Introducing Brave Talk: the brand-new podcast from the team at Brave Bison. show art Introducing Brave Talk: the brand-new podcast from the team at Brave Bison.

SocialMinds - A Social Media Marketing Podcast

The Brave Bison team sit down to decode what’s next — from search and social to technology and experience. No jargon. No fluff. Just unfiltered insights, bold opinions, and the real stories behind the strategies shaping growth today. Whether you're scaling campaigns or rethinking the funnel, if it moves the needle — we’re talking about it. Hit follow to be the first to listen to Decoding Discovery — a two-part series diving into how AI and social are reshaping the way people search, discover, and decide. Listen on Apple Podcasts:  Listen on Spotify: 

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SocialMinds - A Social Media Marketing Podcast

Show your support! Vote for Eve, your SocialMinds host, to win Creative Trailblazer in the Prolific North Creative Awards here:   This week, SocialChain strategist Chelsea Noronha joins Mil in the studio to unpack the latest, greatest, and up-and-coming social media features you need to know about. That includes an update to TikTok Ads and its new moderation feature, native reposts on Instagram, and new creator collaboration tools on YouTube. We also cover one LinkedIn feature brought back from the dead, and Pinterest’s latest foray into AI with a smart recommendations-based...

info_outline Why Brand Fundamentals Are More Important Than Ever | Kathryn Swallow, Unilever show art Why Brand Fundamentals Are More Important Than Ever | Kathryn Swallow, Unilever

SocialMinds - A Social Media Marketing Podcast

Platforms change, trends come and go. Brand fundamentals must remain. That’s the opinion of this week’s guest, Kathryn Swallow - former worldwide head of Unilever’s deodorants category, previously the global VP for Rexona (Sure) and Dove. Among all of Unilever’s brands, the deodorant category stands out thanks to the global success of those brands as well as Lynx (Axe), and their success is owed in part, Kathryn says, to a deep understanding and respect for a brand’s positioning, purpose and and proposition.   In this, we ask how brands can stay true to their core - and...

info_outline How Surreal Turns Failure Into a Roadmap For Success | John Thornton, Surreal show art How Surreal Turns Failure Into a Roadmap For Success | John Thornton, Surreal

SocialMinds - A Social Media Marketing Podcast

In a space where failure is hidden from a wider audience, Surreal embrace the imperfect. A challenger brand within the staid world of cereal marketing, Surreal have emerged as a distinct voice. John Thornton, Senior creative at Surreal breaks down the process of embracing your marketing bluffs and peeling back the veneer of the social economy.  

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SocialMinds - A Social Media Marketing Podcast

SocialChain strategy and innovation director Gareth Harrison joins Mil to unpack this month’s Social in Six updates. This time, that’s an update on TikTok’s ban in the US, which has been extended again; a handful of updates from Meta to improve social SEO and make creator partnerships easier; and LinkedIn’s new Trends page that curates videos based on trending workplace topics. Elsewhere, Snapchat has launched a new ad format in Sponsored AI Lenses, while YouTube Shorts has changed the way it measures views.   Got a question or suggestion for the Social Minds...

info_outline How Weetabix Reinvented Itself Without Losing Its Legacy | Lorraine Rothwell, Weetabix show art How Weetabix Reinvented Itself Without Losing Its Legacy | Lorraine Rothwell, Weetabix

SocialMinds - A Social Media Marketing Podcast

“Have you had your Weetabix?” is an iconic ad slogan as any. But post-pandemic, though Weetabix had become part of online conversations, it wasn’t necessarily translating to consumers’ shopping baskets. In this episode, Lorraine Rothwell, head of marketing at Weetabix, shares the story of how the brand reconnected with its core demographic while remaining relevant to younger audiences. Discover how social informed ad creative, the power of nostalgia in marketing, and how Weetabix continues to surprise and delight without losing its heritage roots. 

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More Episodes

For years, Primark thrived without an online presence, but post-pandemic, that had to change. In this episode, Kymberley Thomson, senior global social media and community manager at Primark, takes us through the retailer’s social evolution - from having no ecommerce channel to building an engaged digital audience.

Find out how to adapt a bricks and mortar retail strategy for online conversations, why community isn’t just a nice-to-have, and the role social plays in new product development and overarching campaigns. If you want to understand how retail brands can win on social without selling online, this one’s for you.