In this interview, Alice Chen, Director of Social and Community at Away, discusses their strategy of creating bespoke briefs for influencers and moving swiftly to capture cultural moments. Examples include their successful campaign with Jake Shane, which used a viral video format, and their Pride collaboration with Willie Norris, which deeply resonated with the community. Chen also stresses the value of treating influencers as true partners and allowing the social team to innovate and react quickly.