Joe Crust

Joe Crust, Strategy Director at Leo UK, reveals the innovative approach behind the award-winning Skoda Octavia campaign. He discusses how the brand confronted its practicality-focused image, tapping into the candid conversations on Reddit, particularly the CarTalkUK community. Joe shares lessons learned from previous missteps on the platform, emphasizing the importance of community respect. He highlights the campaign's impressive sales uplift and reflects on how to engage authentically with online communities, offering key takeaways for future brand strategies.