Digiday: Alice Woo on Why Fandoms Matter for Brands
The following is a summary of an article published by Digiday on August 24, 2026.
SEATTLE, WA – In a recent Digiday article, “WTF are fandoms, and why are marketers chasing them?,” New Engen Chief Creative Officer Alice Woo shared her perspective on why fandoms are becoming an increasingly important part of how brands connect with consumers.
As audiences become more fragmented, brands are looking beyond traditional advertising to find communities where people have a deeper sense of connection and identity. Alice explains that fandom offers an opportunity to tap into that affinity—not simply capture attention.
It’s where attention turns into identity. That’s why there’s such a strong pull there with the brands trying to get into these communities. Because it’s not just buying awareness of affinity.Alice Woo, Chief Creative Officer at New Engen
Creators are becoming an important part of that strategy. Rather than starting with a brand message and finding someone to deliver it, marketers can begin with the creators and personalities who already have credibility within a community.
For brands, the opportunity is to show up in fandoms in ways that feel authentic to the community while connecting that engagement to broader marketing goals. As the article explores, that can help brands build affinity and awareness that complement traditional paid media.
Read the full Digiday article, “WTF are fandoms, and why are marketers chasing them?”, to learn more about how brands are approaching fandom, creators, and community in an increasingly fragmented media landscape.
