In another creator-led campaign, O2 enlisted Shyon Gredley, creator and founder of the agencies Represent London and Dream Scape, to make content geared at fans of reality show Love Island. 

Gredley has been using his channels to comment on Love Island for a long time, so he was a natural fit for O2’s sponsorship of the show. Partnering with creators can often help brands “be part of the community rather than an outsider,” said Gredley. 

Both Gredley and Anderson James said the best advice for brands wanting to work with creators is to allow “creative freedom.” 

This may sometimes mean that brands get unexpected pushback on social media. But “sometimes you just have to embrace that,” Gredley said. “There’s always going to be somebody who’s not happy.”

Palamarczuk added that working with creators on social media means stepping outside their comfort zone and accepting “the bad with the good.”

“Clients have to be brave and embrace that in the social age,” she said.