The Marketing Association’s #OnSocial conference is back

For an industry built on screens, algorithms and endless scrolling, it might seem counterintuitive that one of New Zealand’s fastest-growing social media conferences is all about getting people in the same room.

But that’s exactly the point.

After a sold-out debut, the Marketing Association’s #OnSocial conference returns for its second year, bringing marketers together IRL to unpack what’s really driving results on social today.

Real value from real people

Because behind every post, campaign and comment thread, there are real people making decisions, taking risks and building communities.

“Social media might live online, but the real value still comes from people,” says Danielle Chevriot, head of marketing, Marketing Association. “The conversations, the thinking, the creativity, the community. That’s what we’re bringing to life again with #OnSocial26.”

The event will be hosted at the Grand Millenium Hotel in Auckland on April 21.

What happens behind the content

#OnSocial26 is designed to go beyond surface-level trends and tactics, focusing instead on what actually makes social work.

This year’s programme brings together a mix of international keynotes and local voices who are shaping the way brands show up and connect.

International speaker line-up

• Yash Murthy is an award-winning social media consultant, strategist and creative leader. His credentials span some of the world’s biggest brands across four continents. He’s redesigned Etihad Airways global social strategy, won TikTok Campaign of the Year for PepsiCo and led creative and strategy for fast food unicorn Guzman y Gomez. His work sits at the frontier of brand building, where creativity, culture, community and commerce collide.
  
• Tim Farmer leads marketing at rideshare challenger brand, DiDi. He is also the man behind one 2025’s most debated marketing campaigns, proving that safe brands get ignored and weird brands win. Farmer’s career spans marketing strategy, media planning & buying, consumer insights, analytics and commercial partnerships. In 2019, he led the launch of Disney+ in AUNZ, a remit expanded to include Marvel, Pixar, National Geographic and Searchlight Studios.
  
• Mary Stafford is head of marketing at Bega Australia. She has been instrumental in driving growth back into two of Australia’s most iconic legacy brands. Known for combining consumer insight with strategic vision, she’s spent more than two decades in FMCG where she’s spearheaded bold strategies and brand transformations. Stafford is an experienced digital storyteller and understands that the best social media marketing succeeds by understanding people first – and letting platforms follow.

Local speaker line-up

• Jay-Jay Feeney unpacking how podcasts build loyal communities, not just audiences.
• Jess Bovey (New Zealand Police) sharing how one of the country’s most visible organisations shows up on social.
• Serial entrepreneur Iyia Liu, on using social to build brands from the ground up and grow a global following.

Alongside these sessions are panels and case studies grounded in real work happening across Aotearoa.

Community over algorithms

While tools, platforms and AI continue to evolve, one theme runs consistently through the programme, the importance of human connection.

From building communities in comment sections to creating content that invites participation, #OnSocial26 focuses on the parts of social media that can’t be automated.

“It’s easy to focus on the algorithm,” the team from the Marketing Association says. “But the brands that are winning are the ones showing up, responding and genuinely connecting with people. That’s where the gold is.”

Sessions will explore how brands are:

• Building communities, not just campaigns
• Creating content that people actually want to engage with
• Balancing creativity with commercial outcomes
• Turning everyday interactions into long-term brand value

IRL still matters

In a world where marketers are constantly connected, #OnSocial26 offers something different. It’s the chance to step away from the feed and learn directly from the people behind it.

It’s not just about what’s shared on stage, but the conversations that happen in between.

“The best ideas don’t always come from a post or a platform,” says Chevriot.

“They come from talking to others in the industry, hearing what’s working, what’s not and learning from people who are in it every day.”

Back for a reason

The return of #OnSocial reflects the demand from marketers for practical, real-world insight into social media, not just theory.

The 2026 event builds on the success of last year with a sharper focus on what’s actually driving growth, relevance and engagement for brands.

#OnSocial26 is run in partnership with TikTok, Meta and Omnicom Media.