State of Social ‘25: Merch and marketing insights

With the theme of ‘Refresh’, State of Social ‘25 was the perfect place to showcase our new look and merch, while gaining marketing insights every brand should hear.

15th Sep 2025
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For the third year running, we headed to Optus Stadium to sponsor State of Social, Australia’s most in-demand social media and digital marketing event. But 2025 was different to the years before. It marked our first activation at SOS, and it came just a week after launching our new brand identity! With ‘Refresh’ as the theme, the timing couldn’t have been better. Beyond the merch buzz, SOS’25 gave us plenty of insights to share. Here’s our recap: part merch impact, part marketing insights.

Large crowd of people gathering around the look brilliant activation at state of social 2025

Crowd lining up to try look brilliant vending machine activation

Custom tees being created using a heat press machine

The merch experience, refreshed

We wanted the merch at SOS’25 to be more than notebooks and pens on a stand. Our activation was designed to create a full brand and merch experience, one that people talked about, remembered and shared. A crowd quickly grew, and the merch love was instant!

The Merch Machine

The Merch Machine was humming with activity from morning to afternoon. Attendees lined up to grab a token, punch in a number and see which mystery item they’d get. It had all the joy of a vending machine, but with branded goodies people could use and keep much longer than a snack. The mystery element added a layer of excitement, like a lucky dip. The 3D embroidered caps and CamelBak tumblers and mugs quickly became the most sought-after prizes, but the bamboo socks and limited-edition selfie lights still had their fair share of fans.

Custom tee station ft. American Apparel

Our custom tee station ft. American Apparel was a huge success. Over 500 tees were designed and heat pressed on the spot with Look Brilliant and SOS’25 design elements. This was so popular, we had to restock twice! It was a chance for marketers to flex their creative muscles and walk away with something unique they’d want to wear.

We also created official SOS’25 merch, including custom cotton totes, notebooks, stubby holders, lanyards and wristbands. The custom totes, which were screen printed and embroidered, stole the show and were spotted all over the stadium. To round things out, our Look Brilliant pins and dog bandanas were also a hit, adding a playful touch that had people snapping them up right away.

By the end of the event, our activation had become one of the standout experiences at SOS’25. This shows that merch, when done right, owns its moment. It drives engagement, creates meaningful connections and builds long-term brand impact.

Person engaging in conversation with look brilliant staff

Look brilliant staff selecting stickers for a tee design

Range of merchandise displayed around the look brilliant activation

Takeaways to refresh your marketing

Of course, SOS’25 wasn’t just about what happened at our activation. The talks and panels across the two days gave us great insights, including a few nuggets that marketers can take away.

1. Trends aren’t a strategy; consistency is

It’s easy to get caught up in the thrill of a trend or viral moment. But as creative consultant Liana Rossi reminded us, impressions don’t equal brand equity. If every post chases the ‘V word’, your voice risks getting lost in the noise.

The stronger approach? Know your brand, stick to it and only adapt trends when they truly fit (like Tyler O’Day does for the Empire State Building). That’s how you build recognition that endures instead of fame that fades.

And the same goes for merch. A trending product might grab attention, but if it doesn’t suit your brand or audience, it’s a wasted opportunity. Opt for products that align with who you are and your people, and they’ll keep working hard for you.

2. See the humans behind the data

Marketers love metrics, but numbers only tell part of the story. Amber Martin, co-founder of Hypnosis, challenged us to leave the ‘glass tower’ and actually listen to our audience. Behind every click is a human being with thoughts and feelings.

Sophie Winter, from the Australian Wildlife Conservancy, added a useful framework with her Engagement Depth Equation: Reach x Meaning = Impact. Reach is nothing without meaning; the two together make real impact. Remember that data should shine a light, rather than obscure our vision. When we create with purpose, we move beyond vanity metrics and start building effective engagement.

Merch works the same way. It’s not about volume; it’s about creating products that people keep, use and remember you by. A well-chosen selection of products is more valuable than cheap, bulk giveaways.

3. Authenticity beats shortcuts every time

Perhaps the biggest theme of SOS’25 was authenticity. Kate O’Connor, who helped grow the Bluey brand, shared how she built on fandom by holding firm to their values, saying no to product placements and partnerships that didn’t fit.

That lesson was echoed across the event. Authenticity may take longer, but it’s what creates loyalty. Keshnee Kemp reminded us that people trust people. Employee-generated and user-generated content is powerful because it feels real.

Just as in digital, the same rule applies to merch. Cutting corners with products that don’t reflect your brand can do more harm than good. But when your merch is authentic, thoughtful and aligned with your values, it becomes an important trust-builder.

Line of people chatting and waiting to try the look brilliant vending machine

Happy look brilliant staff at optus stadium

Happy look brilliant staff posing next to the vending machine

Final thoughts

SOS’25 was a milestone for us, with our first activation and new branding on display. Both our activation and the speakers proved that whether it’s in digital marketing or merch, the future belongs to brands that stay true to who they are and understand their audience. We’re already looking forward to SOS’26. In the meantime, if you’d like to create merch that truly reflects your brand and matters to your audience, let’s chat!

With the theme of ‘Refresh’, State of Social ‘25 was the perfect place to showcase our new look and merch, while gaining marketing insights every brand should hear...

State of Social ‘25: Merch and marketing insights