From URL to IRL: How influencers can effectively step into the real world

In her latest piece for Performance Marketing World, our CEO Melissa Chapman explores the growing shift from screen to real-world experience, and how creators are no longer just digital entertainers; they’re entrepreneurs, curators of culture, and powerful drivers of real-life action.

You can read the full article here on Performance Marketing World.

Social media built the fanbase. Real life builds loyalty.

From pop-ups and product drops to sell-out creator events, the line between online influence and offline impact has never been thinner.

Melissa points to the Sidemen Charity Match — streamed by nearly 15 million — as a clear sign that digital creators can now rival traditional broadcasters when it comes to cultural reach. But the real takeaway isn’t the view count. It’s the loyalty that comes from shared experience.

“In-person moments create shared experiences with communities that drive real loyalty.”

And that loyalty is commercial gold — fuelling new revenue streams, growing product lines, and building cultural equity that lasts far beyond a social post.

Don’t just show up. Build the experience.

Going from URL to IRL isn’t just about getting people in a room. The most impactful events feel like a natural extension of the content that audiences already love.

“The best real-world experiences don’t just replicate digital content — they take it up a level.”

Think behind-the-scenes access, exclusive drops, or interactive formats that let the audience become part of the content. IRL activations work best when they tap into what followers already expect — and then exceed it.

How Jungle brought Inch’s from content to kitchen

One of our favourite examples of this shift in action? Our Local Gems campaign with Heineken-owned Inch’s Cider, delivered through our owned media brand Twisted.

We challenged chefs to cook up local recipes using ingredients sourced within 40 miles — with Inch’s cider as the hero. But this wasn’t just about recipe content. We teamed up with creators to bring it to life across social, added influencer-led storytelling, and finished with a limited-edition Honey Mustard Smashburger — available to sample on delivery apps and in person.

That’s what going from URL to IRL should look like: using creators to build the story, audiences to amplify it, and physical experiences to turn attention into action.

Not every brand needs an IRL moment — but the best ones know when to go for it

Melissa is clear that this approach isn’t about chasing trends or ticking boxes. For some brands, digital-first is still the smartest strategy. But for those with the right audience and the right idea, real-world extensions can be a game-changer.

The key is knowing when to make that leap — and how to do it properly.