• by Fern Siegel , 7 hours ago

Billion Dollar Boy has launched a Social Hubs, a creator-led model to aid the in-house team. The goal is to align a brand’s strategy with creative intelligence to ensure social relevancy in every market.

Its first client — a long-term rollout for Lipton, achieved a 48% reach across TikTok and Instagram for 18-35s, with 924M combined views. Regional Social Hubs were created across France, Turkey, Belgium, Spain, the Netherlands and Poland, producing reactive content tied to local cultural moments.

Given its success, Lipton is expanding the program to Saudi Arabia this year, with plans to extend into the Americas and Asia.

Each Social Hub is a market-specific team of creators, producers and strategists that Billion Dollar Boy hires to operate as an extension of the brand's in-house team. The hub also utilizes the AI-powered Companion platform to centralize management.

Ed East, Global CEO, said the unit was created because“investment in social and creator marketing is accelerating — but the bigger shift is that social itself has changed. What brands need now is not just more creators and more content, but a system that allows them to operate in social as it exists today.”

Founded in 2014, BDB has partnered with the major global brands, including Heineken, Nike, Unilever and PepsiCo.