Lipton replaces in‑house social teams with creator‑led local hubs
Lipton partnered with agency Billion Dollar Boy’s Social Hubs to embed local creators in seven markets, delivering culturally relevant, on‑the‑ground content without building internal teams. The model gave Lipton faster trend response, cross‑market collaboration, and cost efficiencies, marking a shift to a social‑first, audience‑first strategy.