The Trend Effect

“Before the dawn of social media and the internet age, you basically just had to take what you were given. If you missed a game, you missed a game.” - Rawan EewshahMajor League Soccer may still be young, and its social team relatively small, but Rawan Eewshah, VP of Social Media at MLS, is thinking big. With a data-driven approach and a genuine enthusiasm for growing the league’s fan base, Rawan is finding creative ways to reach fans across generations and meet them wherever they are.From the star power of Lionel Messi captivating longtime soccer fans to the creator-led content that draws in younger audiences, MLS is building momentum by staying closely connected to the fan experience - from the sidelines of the pitch to the second screen at home.As social media continues to make sports more accessible than ever, Rawan is focused on turning casual viewers into passionate fans and bringing the excitement of MLS to audiences everywhere.The Caliber CollectiveMajor League SoccerCREDITS:Host: Laurel PinsonGuest: Rawan EewshahProducer: Amanda CowperSupervising Producer: Kimberly J. AvalosExecutive Producers: Lizzie Gordon and Will Hamnett Editor: Karina GuerreroProduction Design: Chloe DevineAdditional Camera: Dallin MelloHead of Production: Justin GoldbergTheme Music: “Move It” by Jimit

“Not just social, but across everywhere, effective advertising comes down to: distinctiveness, consistency, and entertainment.” - Simge Weinling-DogrularSimge Weinling-Dogrular, most recently the Head of Marketing and Activation, Americas at Pladis Global, has built a career around understanding what consumers truly crave. After working with snack brands like Flipz, Turtles, and Godiva, she’s learned that whether you’re setting trends or following them, targeting demographics or psychographics, it all ultimately comes down to taste appeal.In this episode, Simge explores the power of occasion: finding the right moment in people’s calendars for a small indulgence. Not every brand can be Dubai Chocolate, but uncovering a “cultural truth” can help break through a crowded landscape—whether that means sparking excitement with Sha’Carri Richardson’s ASMR nails or showing up in an NFL player’s living room with chocolate-covered pretzels the week before the Super Bowl. As advertising evolves alongside younger generations, social media has shifted away from “perfect,” seemingly staged content toward authentic enjoyment—just like the snacks people love.The Caliber CollectiveFlipz and TurtlesCREDITS:Host: Laurel PinsonGuest: Simge Weinling-DogrularProducer: Amanda CowperSupervising Producer: Kimberly J. AvalosExecutive Producers: Lizzie Gordon and Will Hamnett Editor: Elias AcevedoProduction Design: Chloe DevineAdditional Camera: Dallin MelloHead of Production: Justin GoldbergTheme Music: “Move It” by Jimit

“My goal is to make social media third space...That feeling after a SoulCycle class is really indescribable. I want our social media to be a reminder of that feeling.” - McKinley HartHost Laurel Pinson knew SoulCycle’s social strategy from back in 2019 when she was their VP of Brand and Creative, but how are they approaching social today? As SoulCycle’s Director of Social Media, McKinley Hart is focused on keeping the energy and excitement of class going long after riders leave the studio. User Generated Content has evolved into Employee Generated Content to help pull back the curtain on what’s really happening in those candle-lit classes. SoulCycle has an almost cult-like status among its followers, but McKinley’s strategy balances engaging long-time riders and welcoming newcomers to make their first class less intimidating. Social Media has dramatically changed how people find their community in the fitness space. Whether you want to run at 6am on a Wednesday or you’re looking for someone to go to The Cheesecake Factory with after a sweat, McKinley is striving (and occasionally Strava-ing) to find ways to move folks off their feed and into feeling great. The Caliber CollectiveSoulCycleCREDITS:Host: Laurel PinsonGuest: McKinley HartProducer: Amanda CowperSupervising Producer: Kimberly J. AvalosExecutive Producers: Lizzie Gordon and Will Hamnett Editors: Karina Guerrero and Elias AcevedoProduction Design: Chloe DevineAdditional Camera: Karina GuerreroHead of Production: Justin GoldbergTheme Music: “Move It” by Jimit

“The idea of social and investing is let's learn together as a group. If you take some losses, I'd rather learn from your losses than from my own… Life's better in a community.”  - Andrew McCormickSocial is more than just a tool for eToro, it’s baked into their DNA. Andrew McCormick is the Head of eToro US, a trading and investing platform built around social collaboration and investment education. eToro’s users don’t just trade, they participate in a global investing community. Through an active newsfeed and the ability to follow other traders’ portfolios across more than 75 countries, they gain real-time insight into diverse perspectives spanning both stock markets and crypto. After the infamous Game Stop moment in 2021, Andrew left his Wall Street job to work on “Main Street”. He believes that social media is moving money conversations out of the shadows, creating the transparency and education that empowers young people to take control of their financial future. The Caliber CollectiveeToroCREDITS:Host: Laurel PinsonGuest: Allison RhoneProducer: Amanda CowperSupervising Producer: Kimberly J. AvalosExecutive Producers: Lizzie Gordon and Will Hamnett Editors: Karina Guerrero and Dallin Mello Production Design: Chloe DevineAdditional Camera: Karina GuerreroHead of Production: Justin GoldbergTheme Music: “Move It” by Jimit

“When someone is reading our tweet in a Senate hearing, we should make sure that tweet is really accurate” - Allison RhoneFor Allison Rhone, the National Director of Social Strategy, Partnerships and Insights at Planned Parenthood, there aren’t too many chill days on the job. Since her start as the Director of Social in 2020, she has faced a pandemic, the fall of Roe v. Wade and defunding measures that have put Planned Parenthood’s clinics in peril. But Allison’s “hope core” enthusiasm combined with rigorous fact checking and team members dedicated to innovation has made this century-old institution more relevant than ever. Allison explains why it’s important to have a healthy fear of the internet, how looking at the comment section can provide better care for patients, and the ways their followers are moving off the platforms and into real advocacy. The Caliber CollectivePlanned ParenthoodCREDITS:Host: Laurel PinsonGuest: Allison RhoneProducer: Amanda CowperSupervising Producer: Kimberly J. AvalosExecutive Producers: Lizzie Gordon and Will Hamnett Editor: Dallin Mello and Karina GuerreroProduction Design: Chloe DevineAdditional Camera: Karina GuerreroHead of Production: Justin GoldbergTheme Music: “Move It” by Jimit

“The internet works fast, but the gay internet works 10 times faster.” - Ben CooperBen Cooper, the Director of Consumer Content at Grindr, knows that speed is one of the main reasons that Grindr has the largest following of any dating app. From Eurovision to Christina Aguilera, paid to organic, parody to sincere, Grindr’s brand halo spreads as far and wide as their massive global usership. In today’s episode, Ben and Laurel discuss how the brand’s perception has evolved over the last few years, opening the door to new opportunities while staying true to Grindr’s voice and avoiding cringe. Whether you’re finding a partner through DMs, comments, or snooping on a profile, tune in to find out how social media has transformed the way we approach dating forever.The Caliber CollectiveGrindrCREDITS:Host: Laurel PinsonGuest: Ben CooperProducer: Amanda CowperSupervising Producer: Kimberly J. AvalosExecutive Producers: Lizzie Gordon and Will HamnettEditor: Dallin MelloProduction Design: Chloe DevineAdditional Camera: Karina GuerreroHead of Production: Justin GoldbergTheme Music: “Move It” by Jimit