Welcome to SCOOP by VAVA Influence.
Here's your weekly round up of all things trending.
Ever thought about who your emergency contact is? Turns out, it says a lot about you. This trend, sweeping TikTok is giving us all a good laugh, showing off the real, unfiltered personalities of some of our fave Instagram Boyfriends! This trend isn’t limited to romantic relationships, we are loving seeing it apply to families, friendships and workplaces as well.
What if you could sit down with your younger self for a coffee? Would they be proud, surprised, or totally unimpressed? This heartwarming (and slightly hilarious) exercise in self-reflection reminded us how much we've grown, what’s changed, and what’s stayed exactly the same. Let’s just say, we all had some awkward fashion choices to answer for.
First up Chloe and Callum, everyone's favourite duo! Winner of the VAVAs Student influencer of the year, Chloe Donnelly co-hosted the REVIVE Galentines party with her bestie Callum Mckevver. Bringing their signature charm to this event, the duo were undoubtedly a hit. Let’s hope to see more hosting gigs for these two in 2025.
Who are we loving on socials this week?
If there’s one name synonymous with Galentine’s, it’s Deirbhile Kelly. Her annual celebration of friendship, self-love, and good vibes is a must-attend, proving that sisterhood is stronger than ever in 2025. The ultimate girl's girl, Deirbhile’s colorful content gives us all the good vibes.
On Saturday 1st Feb, we hosted a Go Pig X Hooked Boxing Masterclass. Our influencer guest list got to smash out an exclusive workout with Jake McBride, owner of Hooked boxing Club and refuel with a box full of delicious Go Pig meals—well-earned after all that effort!
Located on the Main Road in Holywood, Hooked stunning interior provided the perfect backdrop for this Go Pig activation. Getting to partner nutrition and convenience with a workout class dedicated to making you feel your best self was a perfect brand fit.
This activation was a perfect way to reward loyal customers, create standout content, and build on what is already such an active and engaged community. In 2025, community is currency. Consumers want to be loyal to brands that value and reward their custom. Brand activations give you a unique opportunity to connect, engage and give back.
In 2025, brand collaborations are no longer just a trend—they’re a necessity. Consumers are looking for meaningful connections with brands that align with their values, and collaborative activations provide a powerful way to build those relationships. These partnerships create immersive experiences that go way beyond traditional marketing.
Here's why;
Community-Driven Engagement – Today’s consumers crave authenticity and community. Collaborations allow brands to tap into each other’s loyal audiences and create shared experiences that foster deeper connections.
Amplified Reach & Exposure – When two brands come together, they leverage each other’s followers, resulting in increased visibility and organic word-of-mouth marketing.
Unique & Memorable Experiences – A well-executed brand activation stands out from digital noise, offering customers something tangible, interactive, and worth talking about.
Value-Driven Consumer Loyalty – People want to support brands that align with their interests and lifestyles. By creating experiences that add value, businesses encourage long-term brand loyalty.
So How Can Your Business Benefit?
If you’re looking to expand your brand’s reach, create engaging content, and build a loyal community, a strategic brand collab could be the key. The best partnerships are those that feel natural, align with both brands’ missions, and offer real value to consumers.
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