This episode we're joined by Molly Cookson Senior PR & Social Media Manager at First Choice, TUI. As well as running a breadth of successful influencer campaigns, such as the highly acclaimed 'Better Boys Trip', Molly has built her own audience with friend Beth on TikTok as well as shares industry perspectives on all things influencers and why they should be seen as part of the overall channel mix across marketing, communications and PR.

As well as exploring her approach with the Better Boys Trip, we unpick some of the do's and don'ts when it comes to identifying, briefing and managing good influencer strategies plus the campaigns and accounts she recommends we check out.

Things referenced

• Influencer Rob Adcock on the campaign he did with First Choice using train fare refunds
• First Choice's Better Boys Trip campaign featuring George Clarke and friends
• Garnier's 2025 Dull to Brighton influencer campaign
• LinkedIn accounts to check out: Nat Cortezar, CEO and Founder of The Good Egg influencer agency and System1 Group who recently published this report with TikTok, The Long and Short(form) of it

You can find Molly on LinkedIn too and at Molly and Beth on TikTok

If you have any questions about the Hear It Podcast, would like to pitch a guest or are interesting in sponsoring next season, get in touch at info@threadandfable.com

If you're interested in working with Rebecca at Thread & Fable contact rebecca@threadandfable.com

We're talking all things Gen Z/youth moral panics this episode with Konrad Collao, founder of Craft, the strategic insight agency that put humans at the heart of decison-making.

You can follow Konrad on LinkedIn here and find out more about Craft here.

We talk about Craft's research for Channel 4 and other youth publications they've done;

Other things Konrad talks about

Movember's work with The Good Side about young men's health in a digital world

Book recommendations

• Bobby Duffy's Generations and Perils of Perception
• Dr Eliza Filby, Inheritocracy
• Sam Friedman, the Class Ceiling and Born to Rule
• Jonathan Hait, the Anxious Generation and the Righteous Mind

This episode we speak with Lyndsay McDade, Fearless Scotland Manager at Crimestoppers, the charity offering support to 11-18 year olds to raise awareness of issues relating to crime as well as providing anonymous ways to report it. A partnership with Police Scotland and the Scottish Government led to a campaign to tackle the rise in sextortion tacking children and young people, a large proportion of which are male.

Connect with Lyndsay on LinkedIn and here’s more about Fearless

Find out more about their Sextortion campaign here

Things Lyndsay talks about

• The importance of not assuming anything around understanding of a topic, including the language used
• Co-creation that is continued throughout a process (i.e. not just asking for input then stopping), seeing that through to results and impact
• Making the process enjoyable for young people, bring food, pay for time!
• Getting ‘out there’ and connecting with communities; building real life connections with groups and organisations working with key audiences and/or topics related to your work

Recommendations

• Young Scot for their excellent youth content
• Centre for Social Justice and their report Lost Boys
• CLD Talks for their podcast on local activity in Scotland
• The British Transport Police on TikTok