Anni Mueller: The Power of Social Media

2025

Apr 14

At SocialDay's Social Media Marketing Festival 2025, hosted at Phantom Peak London, we are excited to welcome Anni Mueller, Digital & Social Media Manager at Innocent Drinks. Anni has built her career in digital and social media, from working in content creation at Myprotein to now overseeing all social media strategy for Innocent Drinks, one of the UK’s most beloved brands.

About Anni

Anni Mueller is the Digital & Social Media Manager at Innocent Drinks, where she manages the brand’s entire social media strategy. Anni’s journey into social media began as a Content Executive at Myprotein for the DACH region, before moving on to manage campaigns for the Eastern European region. After gaining experience at a digital transformation agency, Anni transitioned to Innocent, where she quickly climbed the ranks from Social Media Executive to overseeing the strategy for all of their digital channels. With her background in content, strategy, and influencer marketing, Anni is now leading the way for Innocent in the ever-evolving world of social media.

What to Expect from the Session: "The Power of Social Media"

In this session, Anni will dive into how Innocent Drinks approaches social media, breaking down the distinction between proactive and reactive social media strategies. She’ll discuss how this approach helps manage stakeholder relationships, share data insights, and influence bigger business decisions. Anni will also outline how social media teams can prove their value within the company by effectively showcasing social’s impact at all levels of the organisation. Essentially, this session is a playbook on how to demonstrate the true value of social media to decision-makers.

Key Areas of Focus

Managing Stakeholders Who Don’t See the Value of Social: Anni will discuss how to educate stakeholders on the importance of social media, even when they may not fully understand its value.
Why Reactive Social Is Just as Important as Proactive: While proactive content often takes the spotlight, Anni will highlight why being reactive in social media is equally important.
Standing Out in an Ever-Changing Landscape: As social media continues to evolve, Anni will explain how innocent maintains its unique brand voice and remains relevant across platforms.
Making Social Media a Valuable Asset for the Wider Business: Learn how Anni's team makes social media insights and data actionable, influencing key business decisions.

Key Takeaways

Attendees will leave with actionable strategies on:

Managing senior stakeholders who may not see social media’s full potential.
Why being reactive is an essential part of a balanced social strategy.
How to make your brand stand out and be heard in a crowded digital space.

What’s Exciting in Social Media Right Now

One of the most exciting developments for Anni in the past year has been the introduction of Threads. It’s been fascinating to see how brands have embraced the platform and started leveraging it to engage in meaningful conversations with their audience. For Anni, Threads’ introduction marked an exciting shift in how brands can use social media to connect with consumers in new, creative ways.

What Challenges Lie Ahead in the Online Marketing Landscape?

As social media platforms continue to evolve, Anni anticipates the challenge of being stretched too thin as new platforms pop up. With so many channels to manage, it can be difficult to determine which platforms are best suited to achieve different objectives. Additionally, Anni believes it’s crucial to continue explaining the broader scope of a social team’s responsibilities, which often go beyond social media platforms to include influencers, emails, paid media, and more.

A Social Media Success Story

Anni’s proudest moment came with a massive, cross-channel campaign she worked on last year. It provided valuable insights into asset performance and confirmed many theories she had developed around social media content. On a professional level, Anni is also proud of their apprentice activation at Innocent, which was a huge success, and the collaboration with Saku from Bake Off, which helped drive the brand’s reach.

Favourite Social Media Campaign of the Last Year

Anni’s favourite campaign of the last year was Spotify’s Wrapped 2024. The campaign's thoughtfulness stood out to her, especially the way each musician created dedicated messages for their fans. It sparked conversations across social media and encouraged personal connections with users—an excellent example of how social media can start conversations that spread far beyond the platform.

What Anni Would Like to See in Social Media’s Future

Looking ahead, Anni hopes to see a renewed sense of community on social media. With platforms like X under new leadership, the current environment is rife with harmful comments and negativity. Anni believes it’s crucial for platforms to implement measures that limit the spread of toxic content, ensuring that digital spaces are more positive and human-focused.

Connect with Anni

Want to keep up with Anni and the work she’s doing at Innocent Drinks? Follow her here:

LinkedIn: Anni Mueller

Catch Anni and more bold voices at SocialDay's Social Media Marketing Festival 2025, where top minds in social media marketing will share their insights and expertise.