In this episode, I’m joined by digital strategist Sara Wilson, who coined the term “digital campfires” in Harvard Business Review, to explore why community is becoming one of the most important growth channels for CPG challenger brands. Sara works with brands including Nike, Netflix, YouTube, Airstream, Yahoo, PopSockets and Prince Street Pizza, helping them understand how to show up inside the communities where influence, identity and belonging are really being shaped.This conversation completely EVOLVED how I think about social media and its role in driving brand growth - genuinely.We talk about why the most important conversations may no longer be happening publicly on Instagram or TikTok, but in DMs, WhatsApp groups, niche communities, gaming spaces, Substack, Reddit and beyond.Sara shares why brands need to stop thinking only about reach and followers, and start thinking much more deeply about identity, transformation and the communities their consumers already belong to.Watch the episode on Youtube here.What You’ll Learn Why Sara believes the future of influence is happening inside “digital campfires”. The three types of digital campfires: private messaging, micro-communities and shared experiences. Why relevance matters more than reach if you want people to share your brand. How brands like Poppi and McDonald’s have embedded themselves into communities. Why founders need to understand the transformation their brand offers. Key Topics Discussed Community as a growth channel. Why DMs and private spaces matter. The “OMG, that’s so me” effect. Identity, belonging and relevance. Why brands should embed into existing communities. Poppi’s winning 'sorority' strategy. McDonald’s Grimace and Mets community moment. How to create high-value community engagement. Why sampling and discounts are not enough. How founders can rethink brand strategy through a community-first lens. Useful LinksConnect with Sara Wilson on LinkedInhttps://www.linkedin.com/in/saraewilson/Sara Wilson’s newsletterhttps://communitycatalysts.substack.com/Sara Wilson’s websitehttps://swprojects.co/We love inspiring you and helping your business to grow! PLEASE share the love by sharing this episode with another founder building a challenger brand, a colleague or a mate who loves thinking about community, culture and the future of brand growth. Don't forget to FOLLOW or SUBSCRIBE to Brand Growth Heroes on your favourite podcast app, and even LEAVE A REVIEW - both of these actions make a MASSIVE difference to our mission to help more founders just like you.Join our community on Instagram, LinkedIn, and find out more about the programmes and courses Fiona runs, as well as the NextGen CPG WhatsApp group for founders leaning in to the value that a leadership approach to engaging with AI can unlock for businesses like yours.**** Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm.****If you're a founder, you already know how much energy goes into building the perfect product, creating standout branding and connecting with consumers.But scaling a CPG business also brings legal complexities that can make or break your growth journey - from contracts and regulatory compliance to protecting your intellectual property.That’s why we’re proud to partner with Joelson, the leading commercial law firm specialising in helping founders of scaling consumer brands.Joelson works with brands like Little Moons, Trip, Eat Natural, Bear Graze and Pulsin, and advised the innocent founders on their landmark sale to Coca-Cola - and still work with them at JamJar Investments today!***The fabulous team at Joelson is offering a free legal consultation to any CPG founder listening - Book your session today!**CreditsThanks to our Sound Engineer Gyp Buggane at Ballagroove.com.

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