Lewis

Tech startup veteran. Retro gaming nerd. Views are my own.

Head of Marketing | SuperAwesome

[SuperAwesome @GoSuperAwesome]

“Gen Alpha really are a generation of creators. We think around 10% of teens are making in excess of $1,000 a year from some form of online hustle.”

We recently hosted our 2025 Upfronts, where our leadership team were joined on stage by experts from across the youth digital industry 🎤

Nick Walters, our President & CSO, gave a snapshot of our recently released Alpha Impact report for the first time, highlighting how digital-native Gen Alphas are leveraging online spaces to earn money in the same way previous generations would have done from babysitting or a paper round.

If you missed it, don’t worry - we’ve got you covered! Check out Nick’s full presentation here 👉 https://t.co/zKDQZHvRSv

And if you haven’t downloaded it already, don’t forget to check out the full Alpha Impact report in the comments below 📥💡

#SuperAwesome #Upfronts2025 #GenAlpha #DigitalNatives #AlphaImpactReport

[SuperAwesome @GoSuperAwesome]

“Understanding not just where they spend their time, but why they engage with particular passions and fandoms, is critical for marketers looking to secure brand loyalty and build authentic and lasting relationships.”

@advertisingweek invited our CEO, Kate O’Loughlin, to discuss how brands can authentically connect with Gen Alpha and Gen Z. By tapping into their fandoms and passions, brands can foster deeper engagement and long-term loyalty, with these audiences having formed strong preferences long before adulthood.

Discover the full article here 👉 https://t.co/PuaeMTbWLT

For more insights, check out the full Fandoms & Passions report in the comments below 📥💡

#SuperAwesome #Fandoms #Passions #GenAlpha #GenZ #BrandLoyalty

[SuperAwesome @GoSuperAwesome]

“And so we took those audiences and then we overlaid it on all the media that we ran in Wave One to see what the lift would be. And we were very delighted to see that it would have a big impact, almost a seven-point increase by taking this much more audience-based approach“

We recently hosted our 2025 Upfronts, where our leadership team were joined on stage by experts from across the youth digital industry 🎤

Kate O’Loughlin, CEO of SuperAwesome, was joined by Ambra Calvi, Director, EMEA Media at @UniversalPics , for a fireside chat to discuss the opportunities of using an audience-based approach and how the performance of the Dog Man campaign benefited from applying SuperAwesome’s audience and data recommendation platform Awesome Intelligence⚡

If you weren’t able to join us, don’t worry - we’ve got you covered! Check out the full fireside chat here 👉 https://t.co/LhkBIMbr50

#SuperAwesome #Upfronts2025 #AudienceBasedApproach #AwesomeIntelligence

[SuperAwesome @GoSuperAwesome]

When we say “Super” you say “Awesome”! 🎤

Working at SuperAwesome is, well… pretty awesome! But we would say that wouldn’t we? Don’t just take our word for it, though - Campaign recently named us as one of their ‘Best Places to Work 2025’! 🎊

It’s an honour to be acknowledged in this year's cohort, but this win reflects something that means a lot more to us at SA: building a company where people can do their best work while feeling valued, supported and like they belong.
A huge thank you to our amazing team for helping to build an incredible culture as we all work together to build a safer internet for the next generation 🚀
To celebrate this new accolade, Sheenagh Rogers, our Chief People Officer, put down her thoughts on what it means to her, our people operations team and the wider business - check it out here 👉 https://t.co/bvJInw38QE

#SuperAwesome #CampaignBestPlaceToWork

[SuperAwesome @GoSuperAwesome]

“I argue that it's on the platform to do something about it, but it's certainly on us as brands to make sure that we vote with our feet and act and behave in the right way.”

We recently hosted our 2025 Upfronts, where our leadership team were joined on stage by experts from across the youth digital industry 🎤

Our CRO, Ben Zagorski, hosted a panel discussing the Creator Economy through the lenses of YouTube and Gaming. Victoria Tibber-Ryan, Global Business Director at Publicis One, shared her thoughts on reaching youth audiences safely and how SuperAwesome has been a key partner in navigating this space.

If you didn’t manage to catch the panel, you can watch the full video here 👉 https://t.co/wo9EkZZdX5

#SuperAwesome #Upfronts2025 #CreatorEconomy #YouthPrivacy #KidSafe

[GamesBeat @GamesBeat]

In-game advertising can help build brand loyalty, says Anzu, SuperAwesome report https://t.co/xp9Vvqy2Ay

[CB News @CB_News]

🧒 @GoSuperAwesome, régie publicitaire digitale experte de la jeunesse, lance une plateforme à vocation mondiale de données et de recommandations spécifiquement dédiée aux audiences des moins de 18 ans. https://t.co/wh0pyuIDQK

[SuperAwesome @GoSuperAwesome]

Our Global Head of Strategic Insight and Research, Sam Clough, has been on the road recently, sharing her findings with brands and agencies seeking to learn more about youth audiences 💡🎯

She took to the stage at our Game Changers event in London to give a sneak peek of our 2024 study on Fandoms and Passion Points. Sam also spoke at Giraffe Insights’ Kidsight ‘24 and WPP Converge, where she unpacked our ‘Leveraging Gaming for Brand Affinity with Youth Audiences’ report. Most recently, she spoke at the Tate Modern alongside our friends at GWI, covering all things Gen Alpha.

Our unique audience insights help brands navigate the fragmented youth digital ecosystem to achieve outstanding results. Check out our research reports below, and if you’d like to learn more, get in touch 📩

https://t.co/9cEvihHU0w

#SuperAwesome #Insights #GenAlpha #GenZ #YouthMarketing

[Lewis @LewisHadman]

@AvantiWestCoast Is the ticket transferable to tomorrow Kim?

[Lewis @LewisHadman]

@AvantiWestCoast my train to Manchester was cancelled. Is my ticket valid on the next available service?

[Lewis @LewisHadman]

@AvantiWestCoast Sent

[Lewis @LewisHadman]

@AvantiWestCoast Can I take other @AvantiWestCoast services eg to Wigan or only to Manchester as per my ticket?

[SuperAwesome @GoSuperAwesome]

🤔 Did you know that 95% of parents acknowledge that pre-schoolers directly influence what they buy for them?

🤯 Or that 85% note that they impact broader purchase decisions for the whole family?

At SuperAwesome, we specialize in reaching youth audiences in a way that is effective, engaging, safe, and compliant, and in this article, our Head Of Industry for Toys US, Afton Thatcher, shares her top tips for engaging pre-school audiences and their families when co-viewing content 👇

https://t.co/TYnYFrTIJQ

#SuperAwesome

[SuperAwesome @GoSuperAwesome]

Many fashion brands are tapping into the power of Roblox to engage their target audience but not all of them are succeeding 🎮 🧱

We know that to make an impact in gaming environments, brands have to be authentic and add value for the player. However, gamer buy-in can’t be won just by showing up in the right places - brands have to give them something that they actually 𝘸𝘢𝘯𝘵.

In a recent blog, our President and CSO Nick Walters shared 5 key learnings when it comes to creating meaningful connections in-game:

1️⃣ Fashion in-game is about reward, trading, and self-expression
2️⃣ Avatar fashion isn't always about real-world trends
3️⃣ Digital accessories aren't limited just to fashion brands
4️⃣ UGC items can be powerful drivers of engagement (if you get it right)
5️⃣ Gen Z are creators by default, not just consumers

Check out the blog in full 👇

https://t.co/0Xq946YXsH

#SuperAwesome

[SuperAwesome @GoSuperAwesome]

𝐀𝐫𝐞 𝐲𝐨𝐮 𝐫𝐞𝐚𝐝𝐲? 3, 2, 1, 𝐆𝐎! ⚡️⚡️⚡️

When it comes to your gaming and creator strategy we’ve got you covered.

With global amplification, youth audience expertise, and authentic, creative brand ambassadors on tap, we can help you get in the game and create lasting brand impact!

𝐌𝐞𝐞𝐭 𝐲𝐨𝐮𝐫 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐰𝐡𝐞𝐫𝐞 𝐭𝐡𝐞𝐲 𝐚𝐫𝐞 𝐰𝐢𝐭𝐡 𝐒𝐀:

🎮 90% of Gen Z are gamers
🇺🇸 76% of US youth audiences have bought products promoted by an influencer
📺 Live streams are the #1 most-watched type of gaming videos by kids

Take your activations to the next level with SuperAwesome 😎

Discover more ⬇️

https://t.co/O8ERrBx7fi

#SuperAwesome

[SuperAwesome @GoSuperAwesome]

“As financial independence becomes more commonplace at a younger age, the influence of kids and teenagers on all industries will continue to grow. Therefore, it is crucial for brands to recognize them as a distinct consumer group.”

We love this article by Catherine Driscoll (Commissioning Editor for @WARCEditors) which highlights the growing influence of Gen Alpha, who are not only the consumers of the future, but also influence family spending decisions today:

🤖 €295 is spent on toys each year for each child under 12 (3x more than adolescents at €89)
💰 31% of 10-14-year-olds earn their own money
📈 A 51% increase in just two years

The article also highlights the importance of engaging this audience thoughtfully and respectfully - citing the recently updated Children’s Wellbeing Manifesto from @consciousadnet, which SuperAwesome was proud to contribute to!

Check out the spotlight in full here 👇

https://t.co/ovwUS7ZBgu

[SuperAwesome @GoSuperAwesome]

When it comes to activating your brand in gaming, how do you play the space? 🎮

📈 Understand and tap into new trends
📣 Tap into the power of influencers for amplification
📱 Distribute your reach cross-channel
🎨 Embrace engaging a generation that are creators by default

In this clip, Nick Walters, our CSO & President, walks the audience through some of the approaches brands take when they partner with SuperAwesome on their gaming strategies.

Watch Nick’s session from IAB PlayFronts 2024 in full 👇

https://t.co/wGtkWEnP1h

#SuperAwesome #IABPlayFronts #IABPlayFronts2024

[SuperAwesome @GoSuperAwesome]

🚨 Exciting News Alert 🚨

Today, @consciousadnet has relaunched the Children’s Rights and Wellbeing manifesto.

We’re proud to have been part of a group of 40 organizations with expertise in the youth space to have been consulted on the refresh of the manifesto.

The document sets out 6 guiding principles for advertisers and agencies to work towards and aspire to keep children safe online. Recommendations include:

🧷 Embedding safety-by-design
🧠 Supporting child users’ decision making
🎨 Placing advertising that is age-appropriate by design

The manifesto includes actionable advice that has been developed in partnership with expert partners like SuperAwesome! Check it out here 👇

https://t.co/O7kYnWXTsN

[SuperAwesome @GoSuperAwesome]

⛳️ 🎮 "Traditional sports sponsorships only go so far in today’s fragmented media landscape. Marketers need to engage sports fans outside the games themselves, and they need to look beyond TV to court the youths, who have never been tethered to cable...That’s where video games come in." - Anthony Vargas, Associate Editor at @adexchanger.

We loved this article on our recent 'Tee Time Speedrun' Fortnite fan experience which features great commentary from our CSO & President, Nicholas Walters, as well as Beth Woodruff, Senior Director of Brand Strategy, Integrations, Gaming & Innovation at Ally.

Check out the article in full ⬇

https://t.co/2sEI6I2Hku

#SuperAwesome

[SuperAwesome @GoSuperAwesome]

The next generation are default creators, NOT just default consumers 🎨

More than 13 million individual designers created items on Roblox last year alone, meaning that the community drives a lot of the creativity we see on these platforms.

When it comes to brands seeding UGC in-game it’s not only about creating something that resonates with the audience. Finding the right creators to introduce those items to the audience is incredibly important too.

At SuperAwesome, we have a network of creators that our partners can use to make their launches a success 🚀

Discover more about how to reach and engage safely with Gen Alpha and Gen Z in-game here ⬇️

https://t.co/TWIfeTCVxn

#SuperAwesome #IABPlayFronts2024