Internet memes were once relegated to the depths of 4chan and Reddit. As memetic content surfaces in the mainstream, brands are looking to incorporate memes into their own ads. But can the spontaneous, bottom-up spirit that makes them so potent really be bottled and sold?

“Damn Daniel,” cries Josh Holz in a Twitter post that gained he and Daniel immediate viral fame. “At it again with the white Vans.” The clip's popularity, which went viral in early 2016, left many onlookers scratching their heads. But Vans isn’t complaining, having seen a 30% rise in online sales.

Online platform Imgur is rapidly evolving from a simple image host to a huge and highly sociable user community – and brands are taking notice. But how will Imgurians respond to brands engaging with them on their own turf?

Selling clothes plastered with memes, gifs and poop emojis, Shop Jeen has Gen Z and Y set firmly in its sights. But how has 23-year-old founder Erin Yogasundram – dubbed the “Queen Bee Of the internet” – amassed a cult following without spending a single dollar on advertising?