Social Buzz Show: Zone's Gina Roughan talks social purpose, Dove's 'Real Beauty' ads and building trust

Another week, another chat about all things social on The Drum's Social Buzz Show.

Joining our head of social, Adam Libonatti Roche on the sofa this week was Gina Roughan content director at Zone, who discussed social responsibility for brands, and how companies can implement a social purpose strategy of their own in a space seemingly overrun by hashtags.

Pointing to successful campaigns like Dove's 'Real Beauty' ads and Tesco's 'For Schools and Clubs' voucher scheme, Roughan said that social initiatives must be built around an authentic purpose in order to engage consumers.

"It's such a competitive landscape out there," she said circling back to Dove's worldwide initiative,"but when you have a brand that has carved that unique territory and tapped into that real human insight and real human truth, then you can start to see them rise above and really build trust with the audience and drive that emotional connection and then they can get that cut through."

The series accompanies The Drum’s weekly Social Buzz chat, which takes place every Tuesday between 7-8pm GMT. You can follow and contribute on Twitter using the hashtag #SMBuzzChat.

The Drum's Social Buzz Awards are now open for entry, you can find out more on the website.

Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

All by Rebecca