Trolls are near-omnipresent across social media platforms and forums, purposefully seeking to derail how people and brands communicate online. Yet while these interactions are usually seen as malicious, how can brands use trolling tactics to create a unique voice and win over the public?

‘Fake news’ is Collins Dictionary's 2017 word of the year – demonstrating how online misinformation has become de rigeur in today's media landscape. As people become more aware of misinformation facilitated by social media, they're putting their trust back into traditional media outlets instead.

The success of ad campaigns is often measured by how many people see them. But The Wall Street Journal’s ‘Ambitious Hours’ campaign took a different route, exclusively targeting people with specific lifestyle choices – meaning the only people who saw it were the people that mattered.

The global population is plagued with doubt, with governments and media worldwide less trusted than ever. As people turn to tech to fill the void left by the institutions that are no longer dependable, industry giants are looking for ways to keep power from being synonymous with corruption.