• by Fern Siegel , January 11, 2024

Digitas recently launched a new social service — SWAT — as part of the agency's offerings. (SWAT stands for Share Worthy and Trending.)

SWAT is designed to help brands use social intelligence to inspire various marketing activities — from content creation to product design. Social-first content includes lo-fi TikTok videos, memes and product inspiration that engages various communities — niche to brand advocates.

Christina Goswiller, head of social marketing at Digitas, created and is overseeing the unit.

While SWAT's client list hasn't been fully disclosed, Digiorno Pizza is on the record. Goswiller said "all examples in our TikTok represent real clients and use cases."

Goswiller told Agency Daily she sees SWAT as the "epicenter of culture unfolding on social. Our teams are chronically online, tapping into the rich insights that brands need to pay attention to, strengthening their connection with consumers, especially Gen Z.

"We’re also using SWAT with proprietary AI to build audience personas that better reflect the nuances of subcultures and communities popping up everywhere on social." 

Goswiller said the agency built one persona called 'It Girl,’ inspired by the year of the girl phenomena in 2023, with viral trends such as #girlmath and #girldinner. "We feed the AI hashtags, phrases, and insights to gain a deep understanding of what matters to these subcultures and what trends, content and experiences may resonate with consumers."

Digitas' client work has included Walmart, Crocs, Sephora and Norwegian Cruise Line RBC.