Beyond the Noise - the PRWeek podcast17 Sep 2025

'PR ideas don't work on social' – PRWeek podcast on meme-led campaigns

Social media experts with experience at LADbible and Great British Memes are the guests on PRWeek’s latest Beyond the Noise podcast.

How can brands show that they’re culturally-led on social media, without crossing a line or seeming too corporate?

PRWeek’s latest Beyond the Noise podcast delves into the topic, hearing from George Bacon, founder of GBM Group, and Maya Orr, founder of Big Name on Campus (BNOC).

Beyond the Noise looks at some of the biggest issues affecting communications and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.

Bacon has built a network of over 15 million followers across TikTok and Instagram, on pages such as GreatBritishMemes and Thatgirlpage. GBM Group’s meme pages have partnered with brands including Uber Eats, Jaffa Cakes, Persil, Warburtons and Bumble on ‘lo-fi’ social media ad partnerships.

Meanwhile, ex-LADbible and Lidl marcomms pro Orr now runs a ‘values-led’ influencer agency, BNOC, which aims to connect brands with influencers whose work is rooted in purpose.

Speaking to PRWeek’s deputy news editor, Evie Barrett, the pair discuss the most common mistakes they see PR and marketing teams make when trying to help brands seem relatable online.

Bacon and Orr share how a business should balance the risks and rewards of an active social media presence, from jumping on big trends to actively participating in comment sections.

The duo also give their views on whether there is still a place for more polished, traditional campaigns.

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