Strategic and (very) creative partners to the world’s leading brands. Built for social. Headquartered in London, New York, Melbourne and Toronto. We humanise brands We connect them to (sub) cultures We make cool content that converts Campaigns. Content. Creators. Global af. Work with OK COOL: [email protected] Work at OK COOL: [email protected] Find us on Instagram and TikTok @OKCOOL Check out our latest trend report, Gatekeeping Information is SO Boomer Coded! https://www.okcool.io/trendreport-2025 Watch our 2024 showreel here: https://vimeo.com/996669585/d38e0feed7
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OK COOL's Head of Strategy Annie House is serving up the latest in what's moving culture. Brands, take note 👇
This has been my (and OK COOL's) obsession for a while now. I'm seeing the no-effort-ification of IRL experiences and I think it's the coolest energy online right now. Showing that at the end of the day, people want vibes over optics, connection above all, and confusion is the ultimate engagement driver.
Facts.
Not much else to say really, just this. Hit us up OK COOL 💚. Oh and download the trend report!!! It's not a strategy, but it's a little (big) taste of how we think - LET THEM EAT LORE 💚 https://lnkd.in/gjQ_i58K
OK COOL reposted this
Every year, I’m in awe of the trend report created by my colleagues, co-workers, and most importantly, colleagues at OK COOL. And this year, it’s even better. It’s called LET THEM EAT LORE, it’s a deep dive into the internet and the culture surrounding it. It’s the most insightful thing I’ve seen on the internet. And I’ve seen it all. It’s one of those things you keep coming back to - every time I read it, there’s something new I screenshot. If you want to understand the state of the internet in 2025, what it’s all about, and where it’s heading, download the OK COOL Trend Report https://lnkd.in/eJUE2sj9 Made/written/created by Annie House, Elle Louise Binns, Mia-Ella Collins, Iona David, Delanie Gulino, Jolyon Varley, Liz Stone
Don't sleep on little treat culture this gifting season. Need ideas for Q4? Get in touch >>> [email protected]
Connecting brands to culture with cool content that converts | Co-founder @ OK COOL | Daily posts on all things social & culture-first creative.
Brands need to be thinking ‘little treat’ and ‘comment-first’ this Black Friday. Last year, the UK dropped £1.12 billion online during Black Friday. The U.S. spent $10.8 billion. 70% of that started on social!! To cut through on social this Black Friday, your content needs to set the comment section on fire 🔥🔥 Think of your comment section as the new queue outside Selfridges. Comment-first content isn’t just social-first… it’s culture-first. It’s built to earn attention, not buy it. To be talked about, not scrolled past. People don’t want another “SALE NOW” discount coded post. They want to feel something. To lol. To relate. To share to or tag a mate. That’s what cuts through the noise. So… what are people buying this Black Friday? Zillennials are living in the 𝘓𝘪𝘵𝘵𝘭𝘦 𝘛𝘳𝘦𝘢𝘵 𝘌𝘤𝘰𝘯𝘰𝘮𝘺. They’re rewarding themselves for surviving the week. A skincare restock. A pair of trainers. A “main character” purchase. Small moments of control when everything feels uncertain. The winners this Black Friday will tap into this trend and sell belonging. They’ll frame the promo as a cultural moment, not a clearance event. OK COOL builds for culture’s tempo. And right now, the beat is comment-first. DM me for a chat on how we can help your brand go crazy on social this Black Friday.
Youth culture is undoubtedly shifting and the latest clue? Ravers are swapping dancefloors for chessboards. OK COOL co-founder Jolyon Varley dissects it... Knight to d-floor. Across Europe and the UK, people are trading late-night clubs for early evening chess sessions soundtracked by garage, house, hip hop and funk. It makes sense. The pandemic and digitisation left people starved of real-life connection. At the same time, a wave of sober-curious nightlife has created demand for “soft clubbing” in cafés, listening bars and saunas. Add to that the collapse of club infrastructure, with 31% of UK nightclubs closing between 2020 and 2023 and ticket prices climbing over 300%, and it’s clear why new formats are filling the gap. Chess clubs are becoming unlikely lifelines. Spaces like Knight Club in London, Pieces across Europe and Acid Chess Club in Stoke Newington are reframing chess from an intimidating, male-dominated pastime into something social and inclusive. Boards are cleared away for dancefloors. Underrepresented DJs take the decks. Taglines read: bring a friend, or come alone and meet new ones. What’s striking is that a game associated with solitude and intellect is now a catalyst for community. Chess and beats. Pawns and percussion. Culture mutates, but it doesn’t disappear. Would you swap a night out for a night of chess and music? (Source: Huck Magazine)
The LORE is alive... Jolyon Varley shares our the latest from our trend report launch... We hit the streets of East London with posters and QR codes. Creativity should move through every layer of the city, not just your inbox. The report’s live (in case you missed it 😉) Read it. Then ask yourself: is your brand actually contributing to culture or just doing marketing? You can check it here: https://lnkd.in/e4bT74yi Shout out to the team who brought this work to life Ben Ellis-Rees Jacob Stratfold Kieran Wye Mary Tonnu
Reason number 934,372 we're obsessed with our team... Outside of the day job at OK COOL, they are making and shaping culture in real time through personal projects, businesses and creative excellence. Proud of you Elle Louise Binns 🫶
My side hustle... My passion!!! Last week, I ticked off a huge milestone - my first international wellness retreat with Pura Vida Retreats, & my best one yet. ✨ From having my whole team in Juicy Couture (obsessed), to gifting from REFY and watching my guests have the most incredible time in the Alps - it was just pure magic. Fave moments: A last minute recruit: creator Disgrace Campbell, who came because she was genuinely interested. A reminder that when you pour yourself into something you truly love, you create an energy that attracts people, brands, and opportunities who are aligned. Having Suzie chef with us - an incredible addition to the team. The guests saying that it was nice to be able to share with no fear of judgement. Belly laughing at the top of the mountain with an Aperol spritz. Doing what you love is powerful. It creates joy, it builds community, and it makes the work feel effortless. Here’s to more of that energy. 💖 Also, I got to go on my dream trip to the Alps - Switzerland and France, win win. Thank you to everyone that helped make this happen!
Listen up 🗣️ Get Let Them Eat Lore now, for free. https://lnkd.in/e4bT74yi
The world of Social 3.0 is upon us, and your audience is BORED by your brands, creators and entertainment. So what’s next? These days, most brands can do social media well (though there are still some glaring exceptions - seriously, what’s up with that?). But not every brand can create content that lives in the comments, snowballs into conversation, sparks virality, and opens up space for the community to build a moment that propels them into cultural relevance. Why? Are brands too obsessed with themselves? Are they too obsessed with taking themselves too seriously? Are they too obsessed with telling audiences what to think instead of inviting them to think for themselves? Absolutely. If you’d like to expand your brain and get a glimpse of where social media is heading in 2026 and beyond, I highly recommend reading LET THEM EAT LORE, which you can download for free here: https://lnkd.in/gPJc474r
The GOAT of Venn diagrams!!! Download Let Them Eat Lore to see it in hi-res: https://lnkd.in/e4bT74yi
Low key maybe my favourite slide in this year's trend report, LET THEM EAT LORE. And I'm sure self indulgent and irony drenched cultural commentary is exactly what Mr Venn imagined when he invented his 🔥 diagram. Download the report now: https://lnkd.in/eZ_2bVs5