Speaker Spotlight: Q&A with Daniel Collins, Strategy Director at Rocket

May 24

Daniel Collins is an award-winning content strategist with over seven years of experience in the industry. Throughout his career, he has collaborated with numerous notable brands such as 2K Games, Penguin Random House, LEGO, Merlin Entertainments, Nickelodeon, Atlantic Records, and Jaegermeister. He currently serves as the Strategy Director at Rocket, a business specializing in kids, youth, and parents. Additionally, he is the Co-Founder of The Howl Creative, which focuses on content creation for entertainment and music brands.

Daniel's expertise is well recognized within the marketing community. He has sat on multiple award panels from CMA to Social Day, featured on industry podcasts, and spoke at marketing events for the IAB. Not limited to his professional engagements, Daniel also channels his creativity into content creation in his personal time, writing and producing music used commercially by Sky Sports, BT Sport, British Swimming, and Spotify, featuring also on BBC Radio 1, BBC 6Music, and Introducing.

At SocialDay 2023, Daniel will be sharing an exciting case study entitled "The London Dungeon x Brook Case Study - Using social media to drive positive change and Impact." This case study delves into an award-winning campaign illustrating how The London Dungeon utilized its unique and disruptive tone of voice to convey a serious message.

By partnering with Brook, a charity committed to challenging inequality and promoting open conversations with young people about sex and sexuality, they developed a comprehensive organic social strategy across various platforms, including Facebook, Instagram, Twitter, and most notably, TikTok. This strategy showcased an approach that The London Dungeon had never previously embraced.

In his session, Daniel will discuss how to engage a Gen-Z audience on social media, the power of TikTok, the importance of promoting inclusivity on social media, and the potential for brands to make a positive impact through their social presence.

@thelondondungeon
Oi, peasants with penises! In honour of King Charles III’s Coronation, we are encouraging you to protect your Crown Jewels! Our Royal Plague Doctor has prepared a guide to safe sex and STI prevention fit for Royalty! 👑 Over the bank holiday weekend, brave the London Dungeon and pick up your free condoms and informational leaflets… if you make it out alive 😈 For more information on how to keep your gems in check, visit www.brook.org.uk Don't go back to the dark ages with your Sexual Health. #SexualHealth #STIQ #STIAWARENESS #CheckUp #STI #SafeSex #BreakTheStigma #BrookCharity #Coronation #king #royal #kingcharles #crownjewels
♬ original sound - The London Dungeon

Daniel is most excited about the development of TikTok Live and the rise of authenticity through advancements in AI, including ChatGPT.

His most significant social media success story to date involves the 'Screaming for Screening' campaign with The London Dungeon and Brook. This campaign, which won two awards (PMA and CMA), effectively utilized the brand's tone of voice and social channels, including TikTok, to authentically connect with a Gen-Z audience. The overwhelmingly positive sentiment and inclusivity-driven communications made it a standout project.

Looking to the future, Daniel hopes for more responsibility from social media networks themselves to safeguard young people. He believes this aspect is vital for the continued positive evolution of the social media landscape.

To learn more about Daniel Collins and his work, you can find him on Rocket's website at www.wearerocket.co.uk and on Twitter at @wearerocketHQ.