Bulla Co is an early-stage Gen Z influencer agency who have recently closed their six-figure pre-seed round.
It’s been an exciting time for Bulla Co, as they’ve had a year of significant transformations and expansions. These upcoming changes are marked by a strategic acquisition of leading student marketing agency, Hype Collective, known for its world-class experiential expertise, and recent investments in its cutting-edge proprietary technology, a social-led influencer platform.
These developments look set to propel the company into a formidable position of influence within the industry in the coming months, so we naturally thought it was the ideal time to catch up with CEO Joshua Roche and shine our company spotlight on Bulla Co.
How was your company born and where are you based?
Bulla Co was born amidst the pandemic. I was previously working as a club promoter in Oxford whilst also running a couple of national pop up events. Through this experience, I had the opportunity to build a large student base, which proved to be a pivotal moment. As I dabbled in social media and content creation, I realised the tremendous potential it had.
A strategy I had for the club nights was to collaborate with students to share content on their stories with the link in their bios. This approach was highly effective, as it was during this time that an idea was born.
As I eagerly waited for club nights to reopen, I pondered the possibility of something else. Recognising that there was no one specifically focusing on students in the social media and content creation space. It was then that the idea for Bulla Co materialised overnight.
What originally started as a concept revolving around students and nano influencers quickly evolved from client demand into a Gen Z focused agency focused around content creation and creator communities. Today we are based in London.
What was the biggest challenge to the growth of your company?
Our journey has not been without its share of challenges. The biggest hurdle we faced during our growth was establishing credibility and building trust within the industry. As a young agency focused on Gen Z, we initially encountered scepticism from brands and even some creators who were accustomed to more established agencies.
To overcome this obstacle, we knew we had to deliver exceptional results and showcase our ability to understand and resonate with the Gen Z audience. We dedicate ourself to creating innovative campaigns that not only engaged audiences but also provided exceptional results for our clients.
Which was the first huge success that you can remember?
One of our earliest major successes came when we collaborated with Domino’s on a small scale campaign - it allowed us to build trust around working with a huge company. The campaign was centred around a unique storytelling concept that blended the brand’s message with the influencers personality.
Recently we had huge success with our client the National Rail, the response to the campaign exceeded all expectations. It was viral, gaining 9 million impressions, exceeding our overall target by 259.61% - resulting in a significant increase in brand awareness for the brand. The success not only put our agency on the map but also solidified our position within the space and our understanding of the Gen Z audience.
What’s the biggest opportunity for you and your company in the next year?
Looking ahead, the biggest opportunity for us lies in expanding our UK and international reach. We recognise that the influence of Gen Z extends far beyond geographical boundaries, and we aspire to collaborate with global brands and creators from diverse cultural backgrounds.
Additionally, we see enormous potential in exploring alternative social media platforms that are popular among Gen Z audiences. These platforms provide unique opportunities for creative campaigns that can tap into the interests and preferences of younger audiences.
Can you explain your team’s creative process? What makes it unique?
Our team’s creative process is characterised by collaboration, adaptability, and a deep understanding of Gen Z culture. Over 70% of our team are Gen Z and believe creativity flourishes when perspectives come together, so we encourage open discussion and brainstorming sessions - not just internally but with our creators.
To cater to the dynamic nature of social media trends and the ever-evolving interests of Gen Z, we maintain a flexible approach. Our team stays informed around the latest trends, pop culture references, and online behaviour of Gen Z through constant research and data analysis.
We aim to avoid contrived, cookie-cutter campaigns and instead focus on capturing the essence of each creator's channel and personality. This authenticity resonates with their audiences and creates a genius connection between creators and their followers.
How does your team remain inspired and motivated?
Maintaining a motivated and inspired team is crucial for us, of course mistakes have been made but we are currently focusing on prioritising the development of our employees, ensuring they have the necessary tools and resources to succeed. We are currently organising workshops and training sessions, and exploring mentorship programmes with industry experts to share insights and new perspectives.
We also understand the importance of staying connected to the creator community. Our team actively engages with creators on a daily basis and attends industry events. This approach not only keeps us updated on trends but also fosters a sense of connection within our creators ecosystem.
How has COVID-19 affected your company?
Bulla Co was started in early 2021 when Covid was still around but the physical challenges the pandemic presented affected us significantly less than others. With the restrictions on physical gatherings and changes in consumer behaviour, we had to adapt quickly to understand the landscape.
Initially when we had our first office we were very much based there Monday to Friday as everyone was excited to be in the new office space. As the team grew we had to leverage more digital platforms to facilitate collaboration and content creation. Shifting us to take on a more hybrid work life. The positive side of this, it prompted us to explore new approaches, such as digital events which have been valuable tools.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
As a forward-thinking agency, we draw inspiration from various agencies that have successfully tapped into the power of digital marketing and influencer campaigns. Of course we admire the large media agencies and their methods but some of the trailblazers I admire at the moment include OkCool, Rise at Seven and Jungle Creations.
Beyond agencies, we also look up to individual creators who have built strong personal brands and made a positive impact on their communities. They inspire us to continue pushing boundaries and seeking meaningful connections between brands and audiences.
What is one tip that you would give to other agencies looking to grow?
One crucial tip for agencies looking to grow is to remain adaptable and forward thinking. The digital landscape and social trends are constantly evolving, and staying ahead of the curve is essential.
Embrace innovation, always be open to exploring new platforms and ideas whilst experimenting with different content formats. Understanding the preferences and interests of your target audience, and focus on delivering consistent, high-quality resigns that align with their values.
Don’t get me wrong, we have made mistakes but prioritising on building strong relationships with clients and creators Is key. Transparent communication, mutual respect and delivering on promises are key factors in fostering trust and long lasting partnerships.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
Our approach for new business involves a multi-faceted strategy. We believe in being proactive and reaching out to potential clients through LinkedIn or over email. Don’t get me wrong, we wish we had a large inbound funnel but being an early player in the space, the hard graft was at the beginning focusing on building relationships.
We are moving towards a longer term marketing strategy at the moment with a B2B focus and maintaining an active online presence and engaging in through leadership however we still recognise the importance of building lasting relationships.
What’s your one big hope for the future of the industry?
Our one big hope for the future of the industry is to see a continued emphasis on authenticity and positive impact. As the creator space continues to evolve, we want to ensure that brands and creators alike align with genuine values, promoting ethical practices and responsible content creation.
We are heavily looking into how we can bring genuine ROI for brands beyond the traditional likes and impressions. Expectations around measurements are developing and we want to be at the forefront of this, moving past just the vanity metrics and diving deeper.
Ultimately, we believe that by staying true to authenticity, inclusivity, and innovation, we can shape a future where the creator economy becomes a force for good, empowering both individuals and brands to make a meaningful difference in the world whilst driving real ROI.
Do you have any websites, books or resources that you would recommend?
Lately, I've been tuning into a couple of captivating podcasts, namely "Diary of a CEO" and "The High Performance Podcast."
In terms of books, there are a few that have caught my attention. "Surrounded by Idiots: The Four Types of Human Behavior" proved to be an insightful read, shedding light on different behavioural patterns. "This is Marketing" also captured my interest, offering valuable insights into the world of marketing.
However, it's not all about work-related reads for me. I recently delved into the delightful world of "Diddly Squat: 'Til The Cows Come Home," a book that took me on a delightful journey unrelated to work, providing a perfect escape into a different realm.
