Brands like Denny’s, Tesco Mobile and Innocent Smoothies have all built a reputation online for being relevant, memorable and totally unique. These brands all have one thing in common; they sound human.

Take a round-up of the most memorable social media campaigns of 2017/18 and notice how few of them relied on huge budgets or surreal story-telling techniques. Social media is ‘the great equaliser’ of marketing and the frequency of content means that brands are forced to get more personal with content.