In going global, Damir Slogar, CEO of London, Ont.-based mobile gaming company Big Blue Bubble (No. 112), has used social media attention to court avid followings in multiple emerging markets around the world, including Russia and Brazil. The secret, says Slogar, is to identify and encourage superfans who can help build buzz. When the company’s most popular game, My Singing Monsters, first appeared in the Brazilian market, the gaming company partnered with an up-and-coming Brazilian YouTuber named T3ddy (whose 5.5 million subscribers are overwhelmingly in the target demo). The strategy very quickly accelerated brand awareness and built a local fan base.