When a group of Reddit underdogs took the financial world by storm in 2021, the activity made global headlines & forever altered the cultural zeitgeist. As a marketer, how do you harness the passion and influence of online communities to tell a story around the value of these online spaces? You crash the Super Bowl with a 5-second ad, of course, and you don’t stop there. Join Reddit CMO Roxy Young & R/GA CCO Tiff Rolfe as they explore what it takes to mobilize people around their passions, set waves of positive change in motion & maintain an underdog spirit in the process. This conversation will explore the impact of brand reactions to real-world events, the importance of leading with authenticity, ensuring sustained momentum beyond a moment, & how to be the “MVP” among your core audience.