At our event at Battersea Power Station last week, we brought Ocean Creator to life, alongside our partners, Dafs Woodward and the team at Creator by Infinitum. Our expert speakers also included creator Natalia Rudin (@natsnourishments), Head of Media Planning at Sky UK, Ben MacLaren and influencer marketing consultant, Leigh Temple.

But first, what is Ocean Creator?

It’s your one stop shop – the easiest way for your brand to combine the trust and premium signalling power of OOH, with credible content creators, carefully selected to suit your brief.

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One contact point. One package. One price and a guaranteed reach target.

The on-screen content is always 100% real and live, ensuring a genuine extension of your brand’s OOH and wider campaign.

We know from previous research that content creators who post on social whilst interacting and engaging with OOH drive a second wave of impressions for the brand. This creates a powerful ripple effect that drives extended reach, making your campaign work even harder.

Together with Creator by Infinitum, we launched Ocean Creator to make it easy for brands to capitalise on this ripple effect.

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Event highlights

Our expert panellists shared their Perspectives and Predictions on a wealth of topics. From the origin of Ocean Creator and how it was right for Sky, to why the most effective campaigns bring creators in early as partners shaping the idea, the theme of the day was authenticity.

We know that the most effective campaigns are designed to travel across mediums and environments. With that in mind, the discussion leant into how creator content can fuel – and be fuelled by – the wider media mix, from social through to OOH and TV. Sky’s Ocean Creator campaign, timed to launch their Winter Olympic and Paralympic Games partnership, was the perfect case point, with a premium OOH campaign travelling onto social through creator-led content.

Q+A: What’s next for the creator economy? How can brands get the most out of content creators, and what are the watch outs for brands just getting started in this space?

Dafs Woodward – Founder, Creator by Infinitum:

“We’re seeing more and more brands really trust content creators with the creative process. As such, what we’re starting to see now is brands asking us to create content that can live across different mediums and different channels. With the example of Sky, it’s content creators creating content around an already active OOH campaign. Increasingly, we’re starting to see creator content fuel OOH, fuel digital, fuel connected TV…so really becoming that nexus between brands and audiences, and becoming key in that creative process that’s going to make the content reach the right audience at the right time with the right message. It’s an expansion of what we’ve already seen spread throughout social, but across different channels.

A lot of challenger brands understand this and lean into this, and (go onto) become huge companies. Brands like Gym Shark for instance, would have been very much creator first and not really thinking in terms of channel planning and in terms of verticals. More thinking horizontally, around how can we work with the best creators and then fit the rest of the media plan around that.”

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Natalia Rudin – Creator, @natsnourishments:

“Bringing the content creator in early on, whilst you’re strategizing your plan, is very important. We know our audience and have a level of expertise within the niche we’re presenting. And I think if you can work collaboratively as possible, you’re going to create excellent content that people want to consume.

We’re constantly listening to our audience. We don’t work without them! It’s imperative to know what they want…It’s like an extended friendship and you feel like you know that person and there’s a level of trust there. To that effect, one of the best hooks  to increase engagement is to immediately present your credentials – essentially, I come from a position of knowledge and I’m here to educate you.

You’re only ever going to create something or share something that you think they’ll want, or they’re going to trust your opinion on. And I think homing in on that is really important.

And it goes without saying, the more subtle I am with a brand, the better my post does and the more engagement I get.” 

Leigh Temple – Influencer Marketing Consultant:

“It’s about moving a creator from just being a media channel to being a collaborator…Collaborate with that creator to make a really (high quality), exciting, engaging and sharable campaign that becomes a cultural movement.

Brands should be asking ‘How can I collaborate with creators to make every touch point work harder and cohesively?’ – and that’s where the future of influencer marketing will be.”

With any channel that isn’t performance marketing, there are always questions and expectations around immediate effectiveness. But by properly integrating these channels, we get more trust, more reach and long-term ROI – through their effects on the wider media mix. With Ocean Creator and creators more broadly, which KPIs should a brand focus on?

“We’re now starting to ask the important questions: Was there an uplift in search? Was there a positive change in business or brand sentiment? Was there a longer-term commercial impact?”

“Influencer marketing is part of a communications ecosystem…It’s about all the channels working together and having impact rather than each channel having different results. It’s not (a case of) OOH vs influencer. The success of one is reflecting on the other. We should be asking ‘Did we deliver the business results as a group of channels?’

Case study: Sky UK

The Power of Ocean Creator – especially for 18-34s

After seeing Sky’s Ocean Creator posts:

• 68% agreed that the campaign was more memorable by using both DOOH and the content creator
• 63% said the inclusion of the creators made them pay more attention to the DOOH campaign
• 74% said seeing the creators and DOOH made the campaign feel more sharable

Source: Ocean Pulse survey, June 2026

For more information on Ocean Creator, contact salesenquiries@oceanoutdoor.com