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Advice

It comes as no surprise when a brand like 

 has fun content. I mean, it’s a colourful cereal brand for adults!

But you probably wouldn’t expect Citizens Advice—yes, 

 is the perfect blend of educational and entertaining. And this strategy has paid off. They have over 147K followers and almost a million likes across their content.

Things are somehow funnier when they come from someone or somewhere unexpected. It’s like that time 

the queen “jumped out of a helicopter” with James Bond at the London Olympics

If you’re in a “boring” industry, you almost have the upper hand.

Typically, businesses in “boring” sectors are B2B, or exist in very traditional industries that still wear this mask of a stiff, corporate culture.

But behind the mask of even the biggest conglomerates are 

. People with personalities who are great at their jobs.

These people don’t just exist in your business, they’re also your target customers. And if they can acknowledge that they, as a person, can be both professional and fun, then surely they could think the same of your business?

Sao Paolo’s rail network’s video content is *chef’s kiss*

Fun sells (here’s a study that proves it)

The ultimate guide to TikTok marketing for B2B

Need to convince your boss that fun is the future? Try this approach

What Citizens Advice learned from their first year of posting on TikTok

Watch the video to hear our thoughts on: 

Why it pays for brands to make people laugh.

In the pool with…Eleanor Sutherland from Citizens Advice

Meet Eleanor Sutherland. Based in Sheffield, she’s the Senior Digital Marketing Strategist at Citizens Advice and one of the brains behind their 

What’s one thing you’ve learned about creating content for a charity like Citizens Advice on TikTok?

Probably how to make more traditionally dry or boring content somewhat entertaining. Or that people like to engage with videos they feel passionate about, which then generates comments and more views. So if I was starting an account from scratch I’d think about what people would really care about seeing.

How do you come up with fun content ideas?

Me and my colleague Cara just watch a lot of videos and share trends we like or think will work well. We try to understand what the real point is of the trend, and why people are interacting with it. Then we go through possible topic ideas that could work. Sometimes these go well, sometimes not.

What advice would you give to a social media manager who has to handle sensitive topics (e.g. the cost of living crisis), but still wants to incorporate some lighthearted humour?

There are a few things. Firstly, I think you’ve got to really know the platform well and what kind of videos trends are being used for so you can feel confident with your choice. Secondly,  you’ve got to know what your limits are, and whose side of a story you are on. For example, we knew that as long as we were giving people helpful information, we could stretch our tone of voice. But we would never make the people we help the but of the joke, but we could say make a joke out of the person creating the problem, like their employer or landlord.

Which piece of content did you have the most fun making?

 because it is completely silly and wouldn’t make sense unless you’d seen the trend a few times. It also didn’t involve me speaking!

How can someone convince more people in the office to get involved with TikTok content?

Sometimes I’ve had success by making the process seem a lot less scary, so showing them example videos. I also try to pull on their heart strings by telling them it is good for the organisation. To be honest I think people already know if they are open to the idea of it or not, so just give people lots of opportunities to volunteer. They may just be a little shy in the beginning.

. Why don't you try and create something like this? 

Use this prompt: What are your team’s biggest icks related to industry?

You can still have fun in a “boring” industry

In an era dominated by de-influencing and micro-influencers, relying solely on polished product content and glossy paid advertisements is no longer enough. As we’ve previously discussed here at Swwim, today’s consumers seek more than just a transaction; they desire a connection with a brand. In fact, consumers need to be exposed to a brand message 

 before it registers and starts to influence their purchasing decisions. The key to building this trust lies in User-Generated Content (UGC).


User-generated content encompasses content created by real users for social media, online forums and reviews, that provide authentic opinions about a brand, product or service. This kind of content, often shared by customers, employees, or UGC creators, holds a unique value in today’s 

Unlike traditional influencer marketing or brand-generated content, UGC social media content provides a more authentic feel. This authenticity gives way to trust, with millennials trusting UGC 

than brand-created content. Hearing unscripted, unfiltered opinions from real people strengthens a brand’s reputation, subsequently fostering stronger and more trustworthy connections between brand and consumer.

Furthermore, incorporating UGC into your social media strategy is an effective way to boost brand exposure. When people create content about your brand it reaches their networks, exposing your brand to potential new audiences. Think of UGC as the digital form of word-of-mouth marketing, and with word-of-mouth marketing proving to generate more than 

 of paid advertising, it is a valuable opportunity for brands looking to elevate their presence.

For those still sceptical about the power of UGC, consider this - consumers find UGC 

more impactful than influencer content. So not only is UGC a more trustworthy and impactful form of marketing, but it is also cost-effective.  Furthermore, UGC marketing will also drive conversions, with 

turning to UGC reviews before making a purchasing decision.

If you’re struggling to source user-generated content for your brand, introducing incentives can encourage more people to share their opinions. Offering features on your social media, discounts on their next purchase or even implementing an ambassador/affiliate scheme are all effective strategies.  For a more consistent stream of authentic content, consider investing in UGC creators.

Want to explore how UGC can elevate your brand presence and build lasting connections with your audience? Get in touch at 

ugc creator making content for social media using their phone

The Power of UGC in Social Media Marketing

 for social media is just like baking a cake. There are of course the key essentials, a pinch of patience, and those all-important finishing touches to make it irresistible.


. Great content leads to engagement. Without this, your brand misses a golden opportunity to make a lasting impression on your audience and potential customers. Picture your social media presence as a bakery - it should tell your audience everything they need to know about your brand and leave their mouth watering in a way that makes them want more.

Each piece of content should have a clear purpose and form a part of your overall strategy. And just like any good cake, there are a few specific components needed to make the perfect slice.

Content pillars act as the fundamental building blocks in any social media content strategy, think of these as the flour, eggs, butter, and sugar of your content cake. You should typically have 3 to 5 pillars that form the foundation of every piece of content you make. Tailored to your brand, these should reflect what’s important to your brand and social media goals. Consider categories like education, inspiration, promotion, and team.

In the age of TikTok, consumers are no longer just choosing brands for their products. They’re selecting brands that resonate. Incorporating your content with humour and showcasing your brand personality can help build trust and position your brand as a relatable and trusting friend.


Just like personality, consumers aren’t just interested in your products or services anymore. They want to know the story behind the brand they’re buying from. Sharing more about your thought processes with new products, along with your brand’s value and mission, helps build a deeper connection with your audience.


No cake is complete without icing and toppings. And the same is true for social media marketing. You’ve created your strategy but now it’s time to add that extra flair to capture your audience and make them want to follow.

Hashtags: A handful of relevant hashtags can increase the discoverability of your content.

Posting times: Experiment with posting times to see what works best for your target audience.

Trends: Stay relevant using current trends to help connect your content to a wider audience.


Having a successful social media content strategy is much like baking the perfect cake. It takes time and patience. Don’t expect your first piece of content to go viral. Success comes from consistency and adaptability - keep trying and if you’re not seeing the results, experiment with some different toppings.

Want to learn more about creating strategy, check out our Swwimming Lessons series over on 

taking pictures of food for social media content strategy

Creating A Delicious Social Media Content Strategy: A Recipe For Success

The key to a successful marketing strategy lies in understanding your audience at a deeper level. Think about when you're getting to know someone new. Yes, you might ask about when their birthday is or where they live, but hopefully, the conversation turns to more deep and meaningful topics – their beliefs, worries, and hobbies, to really get to know them. It's in these moments of genuine connection that you truly understand someone, and this understanding is a powerful tool, not just in personal relationships but also in the world of social media strategy.

This is where psychographics come into play. Here at Swwim, we believe psychographics are gold dust for your social media strategy.

Psychographics delve deeper into consumer behaviour by analysing the psychological and emotional factors that drive people's choices and preferences. Unlike demographics, which focus on basic information like age, gender, and location, psychographics reveal the 'why' behind consumer decisions. This includes their values, beliefs, interests, lifestyle choices, and motivations.

So, why are psychographics so valuable for your social media strategy?

Why is Psychographic Data Important in Digital Marketing?

One of the most significant advantages of using psychographics in your social media strategy is the ability to create highly targeted content. When you understand your audience's values, interests, and motivations, you can tailor your content to resonate with them on a deeper level. This results in more engaging and relevant posts that are more likely to capture your audience's attention.

For example, if you discover that a significant portion of your target audience values sustainability and eco-friendly products, you can create content that highlights your brand's commitment to environmental responsibility. This attracts those who share these values and helps establish your brand as socially conscious.

Increased Engagement and Conversion Rates

When your social media content aligns with your audience's psychographics, it's more likely to resonate with them emotionally. This emotional connection can lead to increased engagement in the form of likes, shares, and comments. When your audience feels understood and valued, they are more likely to convert into loyal customers.

Improved Customer Relationship Management

Understanding your audience's psychographics also helps in building lasting customer relationships. When you engage with your audience in a way that resonates with their values and interests, it fosters a 

. This, in turn, can lead to loyal customers who not only make repeat purchases but also advocate for your brand.

How can you find out about your audience on this deeper level?

Questionnaires. Be sure to give your customers something in return for their time, such as a chance to win a gift voucher or a discount on your products.

Talking to them in person, at events, focus groups, or online.

Take a look at what they post and talk about on social media using social listening tools.

In the ever-evolving world of social media, it's crucial to stay ahead of the competition by understanding your audience on a deeper level. Psychographics provide the invaluable insights needed to create more personalised, relevant, and engaging content. By harnessing the power of psychographics in your social media strategy, you can establish stronger connections with your audience, improve conversion rates, and ultimately achieve your business goals. So, don't underestimate the value psychographics can bring to your social media strategy. Start digging deep into your audience's psyche and watch your social media content shine.

Want to learn more about psychographics and how you can apply these to your brand and social media strategy? Get in touch 

women discussing psychographics for marketing

Why Psychographics Are Gold Dust For Your Marketing Strategy

In today's fast-paced digital landscape, crafting a successful marketing strategy requires more than just creating appealing content. One of the most crucial components that can set your brand apart is the establishment of a vibrant online community. Let's delve into how building such a community not only fulfils the need for connection but also plays a pivotal role in building trust with your audience.

Online communities are inherently inclusive, tearing down the barriers of physical location and accessibility. This inclusivity draws in a diverse array of individuals who might never have had the chance to interact in person. As you bring people together around shared interests or passions, your brand becomes a unifying force, fostering a sense of togetherness and belonging that resonates deeply with your audience.

2. Tackling loneliness and addressing the craving for connection

The modern era, paradoxically connected through screens, has seen a rise in feelings of isolation and people that yearn for genuine human connection. Online communities provide a solution. By creating a virtual space where individuals can engage, support, and relate to one another, your brand nurtures relationships and can even step in as a friend in a digital world often perceived as cold and distant. This makes your brand an integral part of their lives.

While captivating visuals and compelling content are essential, true engagement transcends the surface. An online community transforms passive consumers into active participants. Brands that take the time to genuinely engage with their audience, responding to queries, acknowledge feedback and initiate conversations, stand to gain something invaluable: trust. This trust is built on the foundation of authenticity, showing that your brand is willing to invest in meaningful interactions.

When your brand shows up consistently, offering value, facilitating discussions, and listening attentively, you create an environment where your audience feels heard, understood, and respected. This is the perfect place to gather invaluable insights for your brand and customer feedback. Now you can leverage what you learn to gain a competitive advantage and scale your brand.

The era of digital marketing is not just about transactional exchanges; it's about forging connections that endure. Online communities offer an avenue for brands to bridge the gap between the digital and the personal, creating spaces where individuals can form meaningful bonds. By prioritising the creation of an online community, your brand not only taps into the need for connection but also lays the groundwork for a relationship built on trust, authenticity, and shared experiences.

Stay tuned for tips on how to build a community.

Why building an online community should be a top priority in your marketing strategy

As influencer marketing forever expands in the digital marketing world, it's important to ensure that you're partnering with the right influencers who can deliver real results for your brand. At Swwim, we pride ourselves on our ability to handpick influencers who are the perfect fit for our clients, creating authentic and mutually beneficial partnerships.

In this blog post, we will share six key factors that we consider when selecting influencers for campaigns, to ensure maximum success and return on investment for our clients. Let's dive in!

: We look for influencers who are consistently active on their stories, as this indicates that they are committed to engaging with their audience.

 A high follower count doesn't necessarily equate to high engagement. We carefully analyse an influencer's engagement rate, looking for a high level of interaction with their followers. We also like to see an influencer communicating with their followers too as this shows a real sense of community.

 We seek influencers who have developed a strong and recognisable personal brand. We should be able to tell what an influencer is all about within a minute of looking through their profile. A strong brand usually equals a strong community.

 We look for influencers who are consistent with their feed posting schedule. We aren’t talking about posting 7 days a week, but a minimum of 2 x on Instagram, and 3 or 4 x a week if we are looking for TikTok influencers.

 It's absolutely essential that an influencer's values align with the brand they are promoting. This ensures that the partnership is authentic and meaningful and that the audience will perceive it as such.

 We believe that follower counts don’t have to be huge in order to lead a successful influencer campaign. Micro influencers hold a significant impact and should never be overlooked. This of course depends on the client’s campaign brief but the majority of the time we are looking for a minimum of 5k followers.

If you have any questions about influencer marketing or need a hand on your next campaign, please don’t hesitate to get in touch!

6 Tips For Choosing The Right Influencer

You'll have a self-sufficient marketing team

Using a marketing agency vs having your own in-house team means they’re more likely to operate self-sufficiently. Saving you time to focus on other tasks required for your business.

The social media agency will have a more thorough and in-depth understanding of best practices and industry news. You can rely on them to be experts in their fields. They’ve also worked across several different industries and will have a wider understanding of what works well.

Agencies work with a variety of different clients, this could be beneficial for your own marketing in terms of collabs. They will also have contacts in similar areas of marketing for services they don’t offer, eg. videographers, copywriters, and translators. You never know when one of these will be essential to your marketing strategy!

Agencies typically have a whole team of individuals working on client accounts, meaning last minute changes or decisions can easily be adapted to. They’ll also acquire more physical resources in terms of equipment and tools, allowing them to create content to a higher standard.

An agency will have the knowledge and know-how to create high quality content for your social media channels, but they’ll also be technically minded so they’re able to analyse and report on the results from the content.

If you're thinking of hiring a social media agency then 

, we have a great team with knowledge ranging from community management, influencers, content creation & paid media channels.

Swwim girls at their social media agency portsmouth

What Are The Benefits Of Hiring A Social Media Agency?

People often wonder how Facebook knows them so well or why they’re seeing certain ads in their feeds. Well we’re here to tell you that no, Facebook isn’t ‘stalking’ you. Ultimately Facebook (Meta) is able to build a picture of who you are and what you might like, through the vast amount of data that it holds on you (the user). We’re going to run through a few of the different ways in which Facebook gains this information.

Facebook ad targeting uses several different signals to determine your likes and interests. One of the primary signals is the information you provide on your profile (eg. age, gender, location, page likes). Another factor is how you interact with your feed (eg. commenting on posts, liking certain videos). The algorithm will use this information to show you brands and advertisements which it deems you’ll most likely enjoy. Every single interaction strengthens this virtual picture.

Facebook gains information about you from third parties

Another way Facebook gains data on you is through third party apps and websites. Facebook receives signals from the websites you visit and when you use “Login with Facebook”, all of which are used within its ad targeting.

Brands can retarget you using the Facebook Pixel

Lots of brands will have a Facebook pixel on their website and this will send data back to Facebook so that brands can retarget you. So if you visited a website but didn’t make a purchase, brands can serve you ads in the hope that you’ll come back and complete a purchase.

The Facebook pixel is a powerful tool which can also be used to make Lookalike audiences. This means that brands can build audiences which look like (or are similar to) their customers, web visitors or social engagers. So the algorithm may use one of the previous signals to garner that you should be included in that lookalike audience.

Brands can upload email lists of their customers and target those people with ads, or build Lookalike audiences that look like those customers. If you’ve purchased from a brand they may use your data in this way to target you again, or people that look like you.

A common misconception is that Facebook listens to your conversations, while they aren’t allowed to do this, they can track your location which helps the algorithm understand your behaviours and make connections between you and the people you spend time with.

Looking for more help with paid social advertising?

If you’d like 1:1 advice about paid social advertising then it’s not too late to take advantage of our free social media workshops. 

Sign up now for a complimentary meeting where we can tailor advice to your specific needs.

computer screen showing facebook watching you and how facebook ad targeting works

How Does Facebook Ad Targeting Work?

Unless you’ve been living under a rock with no signal for the last 2 years - you’ll know that TikTok is one of the 

 and the place for all brands to be. At the end of 2021, it had reached over 

 - beating both Facebook and Instagram and firmly securing its place as one of the top dogs in social media.

But it’s not all just dancing and filters - TikTok is an excellent space for B2B companies to be a part of. The platform tends to retain users better than all competitors - which means they’ll come back to your channel for more. Another benefit for brands is that TikTok is great for cross-platform promotion. Users are frequently sharing their favourite TikTok’s to Twitter and Instagram - increasing the rise of viral creators and helping trends to migrate onto other platforms and drive new users to the app.

If you are ready to reach new audiences and engage on a more personal level, then read our top tips for B2B companies on TikTok below.

The most successful brands on TikTok are producing content that doesn’t feel like a sales pitch. Users want to see real people, creativity, and content that’s entertaining, informational and personal. Popular brand content on TikTok has included marketing managers, employees and CEO’s getting in front of the camera and getting personal. Try introducing your audience to the people behind your business!

Interacting with user generated content is a great way to expand your audience on TikTok. Similarly, encouraging followers to engage with your content and create their own by sharing their own experiences or thoughts is a great way to open the lines of communication. For example, in order to engage in conversations that are already happening in your niche, why not try using the TikTok ‘stitching’ feature? You can do this to add your opinion or insights from your business/department showcasing your expertise in your industry. Another approach to take would be to train key stakeholders / key opinion leaders in your team so that they’re able to post from their own professional TikTok accounts. That way you can interact with them from your business account, and start to build a community on the platform that is specific to your niche. This will attract those interested in similar topics. The new ‘repost’ feature also means you’ll be able to reshare any of their most relevant and engaging content to your business account.

An important thing to remember when joining the world of TikTok as a B2B company is that TikTok sets the tone. It’s not a newsletter, website or a boardroom - it’s a whole other ball game. 

20.3% of TikTok users are aged 40-49 and 11% are over 50

 so if that’s your target audience, you’re looking in the right place. However when it comes to your content delivery, adjust your tone to fit the environment

Hook that immediately draws in the viewer

You can afford to be more informal/casual

Look to other popular TikTok creators and identify trends in their style

Equally captions are much shorter and snappier than on Instagram where longer captions are more engaging. This is not the case on TikTok - the shorter the better!

By far the easiest and arguably most fun way to create on TikTok is by jumping on trends and challenges whenever you can. Applying them to your business and your industry will help you target your audience no matter how niche. Doing this is also likely to help boost your reach and engagement as TikTok’s that use trending sounds, filters and relevant challenge hashtags are more likely to get more views and go viral.

Some niche B2B companies may find it more difficult than others to engage with UGC, trends and challenges. For these brands, creating videos off the back of industry news in a ‘TikTok friendly’ way will help educate audiences and showcase your expertise. A good example of a B2B company doing this is 

. They’ve got a unique and creative way of sharing informative content relevant to their industry while fitting the app style and audience consuming it.

Interested in a TikTok training session for your team? Email us at 

 and we can share some information on our training packages.

mobile phone showing how to use tiktok for b2b brands

How To Use TikTok For B2B Marketing

If you're in charge of B2B marketing strategy, you might overlook social media as a channel, thinking that your business is based on personal referrals and that your target customer doesn't use social media to seek suppliers. But today, there's no business that doesn't benefit from social media marketing. And here's why. 

They are on social media, having conversations. They might even be having conversations about your industry or even your company. Having a presence will help you maintain relationships with customers and ensure you're not out of the loop.

New customers can find you via social media, plus having engaged and up to date social media profiles supports SEO - so if ranking on Google is important to your business, social media is a must.

Every company benefits from having strong branding and social media can help you position your brand. When done well, that positioning will in turn resonate with your target customers so you're front of mind when they are in that purchasing mindset.

Company social media channels build trust

If your business is looking to acquire new customers, building trust is going to be an important objective. Brands with a considered social media strategy and good community management will appear a safer choice compared to those without.

There's no other form of advertising that's as targeted

No matter how small your industry or niche is, you'll find your audience somewhere on social media. Whether it's baby boomers or gen Z you are looking for, they're congregating on social media so don't miss out on opportunities to build relationships with key players.

If you work in B2B and would like some advice with your marketing strategy, you can sign up for a FREE social media workshop with our team. Find out more 

person devising b2b marketing strategy on the go

Why Your B2B Marketing Strategy Must Include Social Media

Your first step towards advertising on TikTok is to make sure you have an organic page to advertise from. You’ll need this to create an ad account. It's also a great way to test content and find out what performs best organically. That way you can ensure you are using top-performing content in your advertising strategy.


Set yourself up on the TikTok Business Centre

Once you’re all set up with an organic page, and ready to get going with ads, you’ll need to create a 

. If you’re familiar with Facebook advertising, this works in a similar fashion to the Facebook Business Manager.

Your TikTok Business Centre account houses your assets in one easy to find place:

You can link your organic TikTok page through the business settings area in the Business Centre.

Link a TikTok ads manager account to your Business Centre

Once you’re all set up and verified, head to the assets section of your Business Centre account. You’ll need to select the “Request Access” option, this is where you paste your ads manager ID.

If your ads manager and business centre accounts are set up through the same email then your ads manager will automatically appear. Make sure you remember to add yourself as an admin under the member tab, then you’re all set!

You’ll need to create a TikTok pixel and add it to your website. This is a great tool for building custom audiences, whether you’re wanting to retarget or advertise to a cold audience through lookalikes.

You can do this through the assets tab in your ads manager account. You’ll be able to track events that occur on your website and even on your app if your brand has one.

The easiest way to add the pixel is to send the instructions to your developer! But if you have access through a CMS then the internet is full of guides, check the specific instructions for your provider through their website or a quick google search.

Now you’ve got all the back end bits set up for your account you can start advertising! So you need to decide which objective is best for what you’re trying to achieve. Some of the different options available to you include:

TikTok has its own minimum ad budgets which you’ll need to meet:

£50 per day minimum (if using campaign level budget optimisation)

£20 per day minimum (if using ad set level budgets)

But you will also need to consider your own levels of spend for the platform, based on what you’re trying to achieve. We put together a 

This is where you can get creative with your targeting. Add in those custom audiences you’ve built using your pixel, or select behaviours and interests that are most relevant for your target audience. This includes targeting people who have interacted with particular creators or hashtags which is quite a powerful tool. You can also filter your audience based on age, gender and location.

In the beginning, it’s best to keep your targeting broad, this gives you a bit of testing time to understand who is interacting most with your ads as you might find the results surprising. Don’t be afraid to experiment.

This is the TikTok advertising mantra. Content that performs well on the platform blends into the “for you page” seamlessly. This isn’t a new idea, you will often find the creatives that don’t feel like ads perform better. We put this down to people’s mindset, you’ll find better results if you prove the worth of the product or service authentically. You should keep this idea front of mind when creating your assets for TikTok ads.

There are a few different formats you can try:

Spark ads - these are a great new addition which basically means you can promote content from your organic page.

What other advertising options are available on TikTok?

In-feed advertisements aren’t the only option available to you with TikTok, that’s what makes this channel so unique. Outside of the ads manager parameters, through the use of an account manager, you can access some more immersive and unique ad formats. These are usually reserved for brands with larger budgets, as minimum spend is considerably more. These formats include: Top View, Brand Takeover, Hashtag Challenge and Branded Lenses.

business owner using tiktok advertising on their phone

How To Use TikTok Advertising For Your Business

First of all, wtf even is the Metaverse? Here’s what we kind of know:

The metaverse is the future of the internet.

The metaverse is a shift in how we interact with technology.

They are virtual universes that merge reality and the virtual world.

A metaverse’s timeline syncs with real-world timing.

The metaverse does not pause or end when you leave them. They continue indefinitely.

They’re a fully functioning universe that allows users to create, own, sell and invest.

Whilst it sounds quite daunting at the moment, if you put it into perspective, it’s not too far off from how we’re living right now. A lot of us already use our phones 8-10 hours a day and spend our spare time binge-watching TV or playing video games online with our friends or strangers. Whether we want to admit it or not, we are already heavily immersed in digital life.

A poll of 2,000 adults found the typical week will see 59 hours – the equivalent of more than two full days - spent using the internet. - The Independent / NordVPN


According to Meta, the metaverse they are envisioning is still 10-15 years away, however there’s no denying that things are starting to look less IRL and more VR lately.

Companies are now thrusting themselves towards virtual trends before they get left behind. So far already in 2022 we’ve seen a booming rise in VR headset sales, Gucci sold a digital bag for $4,115 (their physical bags cost $3,400 in stores), a virtual H&M clothing collection with Maisie Williams and PLT using their first virtual model.

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