In this episode of The Six Sells Podcast, Mike Nicholson spoke to Chris Platt who is the Founder and CEO of Dig In. Chris has spent a decade analysing youth behaviour and has built the UK's largest first-party youth database. He helps brands navigate the chaos of digital marketing with attention solutions that deliver global campaigns to 500,000 university students each year.

Here are some of the topics we discussed in this episode.

Delivering samples to students and studying their behaviours

Gen Z and the independent shopping opportunity

Lifestage marketing and brands

Selling before brand allegiance is fixed

How a brand conversation can be an ice-breaker

Authenticity and how the mood changes with the Gen Z market

How Gen Z’s filter and discriminate effectively with advertising choices

The digital hangover

Gen Z’s and multi screening

How social media excavates our time and attention

The reactive algorithm and trust

Physical world marketing and how it sticks

The definitive shared need and reaching them at this point

The ABC1 household and spheres of influence

Driving ongoing purchase behaviour

User generated content and creating an online buzz

The first move advantage
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There are over 140 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

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Who is Six Sells?

Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology.

Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers.

Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web.

We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise.

Email hello@sixsells.co.uk for more information.

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