Hey there,
Three stories this month and they're all pointing in the same direction.
We landed our first piece of work with A24, an activation for their upcoming Backrooms film.
We kept on getting asked how our Reddit solutions affect a brand’s share of voice in AI conversations (aka GEO), and we are solving very quickly for it: how do you show up in LLM answers, and how can we actually do something about it for you?
And at POSSIBLE Miami, people stopped asking "what is community media?" and started asking "how do we plan it alongside the rest of the buy?"
The market is moving. Let's get into it!
Logan
🚀 Campaign Highlight: Backrooms
A24 don't market like anyone else. So getting picked for our first piece of work with them is a moment we want to mark properly.
Backrooms is the kind of IP that lives or dies inside its fanbase, which is liminal-horror obsessives who have been shaping the canon on Discord, Reddit and YouTube for years. Walk in with the wrong tone and the audience smells it from orbit, but walk in with the right one and you've got a built-in army.
Polls in the vibe of the movie to get people immersed
We're running a Discord activation with them, going deep into the horror-affinity servers where Backrooms conversation already lives. Tone-perfect content, community-native mechanics, and a posture that says "we're a fan too" rather than "please watch our film."
🤖 The GEO Question: Where Do You Show Up in AI?
This is the conversation that keeps coming up on every brand and agency call we take.
Generative Engine Optimisation, GEO, AEO, whatever your favourite acronym is. The principle is simple: as more people get their answers from LLMs instead of search engines, brands need to know how they're showing up in those answers, and how to influence it.
From one of our client audits
The market has solved half of this. There are now plenty of tools that will tell you whether ChatGPT, Gemini, Claude and Perplexity mention you when someone asks a category question. That's the measurement piece, and it's getting commoditised quickly.
The other half is the hard part. How do you actually do something about it?
The honest answer most agencies are giving right now is "do more SEO and hope it bleeds into the training data." Which is fine, but it's a slow, indirect lever in a world where LLMs are increasingly trained on, and citing live from, community sources like Reddit.
Here's where we come in. We're already inside the communities that LLMs are reading. We have the network, the moderator relationships, and the playbook for getting authentic, expert-led, evergreen content into them.
An example we've been working through with a client:
Tools tell them they rank reasonably well across LLMs for "best music gear retailer" and similar general queries.
But they're effectively invisible in conversations about guitars specifically, even though guitars are core to the business.
The fix isn't another SEO push. The fix is to show up where guitar conversations actually happen.
So we scoped a guitar-subreddit programme: an AMA with one of their senior product experts (a properly knowledgeable human, not a brand mouthpiece), supporting deep-dive posts, and ongoing presence in the right communities.
That content stays up. It gets upvoted, indexed, cited. And then it gets ingested by LLMs as part of how they answer "what should I buy as my first electric guitar?”
It's slow-build, brand-grade work which is the kind of long-running partnership the supercharged, new Wildfire is built for. And we think it's going to be one of the most valuable moves in marketing for the next 18 months.
If you want to know where you are and aren’t showing up in AI, where your competitors are, and most importantly what we can do about it for you, just reply to this email.
✈️ POSSIBLE Miami
Aimee smashed her talk out of the park at Possible.
She presented The Trust Recession, with a load of insights I won’t go into here but to summarise: about how brands are actually getting welcomed into closed community spaces, not just tolerated, and how to do it.
What we've been hearing is that we are tapping into something bigger.
From a brand asking their agency how they can go deeper into communities than buying platform ads, to another that historically flat out refused to buy “ads” but wanted to hear more about what our community partnerships look like, this was a very uplifting few days.
The short version of what she shared: communities aren't ad inventory. They're conversations between real people who chose to be there. The brands that show up with standard playbook creative get ignored, or worse, rejected. Doing it right is not only necessary but worth it.
We've done thousands of community placements for PlayStation, Netflix, Samsung, 7-Eleven and others. The data backs it up every single time, but hearing the problem we solve come from marketers directly, and also seeing Aimee lay it out up there at a conference of this calibre, is awesome.
Proud to see what we have built up on stage, and of the whole team.
If you want to understand how multi-platform community media fits alongside the rest of your plan, we're always up for a conversation.
Onwards!