BusinessMarketingEntrepreneurship

Got Marketing?

Mia Fileman

Most marketing has the shelf life of a trending sound.
This is Got Marketing? where we unpack campaigns, marketing news, and what actually lasts.

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26 episodes
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Wednesday · 39 min
Dupe Culture: What Are You Really Buying? With Bianca Le Page
Dupe Culture: What Are You Really Buying? Once upon a time, buying a knock-off was something to be embarrassed about. Now, consumers are proudly showing off their dupes, even when they can comfortably afford the original. So, what's changed? And what does our obsession with dupes tell us about the brands we're buying? In this episode, I'm joined by brand strategist Bianca Le Page to unpack the rise of dupe culture, the psychology behind it and what it means for brands on both sides of the equation. We discuss whether building a brand around imitation is a sustainable strategy, whether dupes damage the original brand or make it even more desirable, and why the original is always the reference point. From MCoBeauty and Charlotte Tilbury to Van Cleef & Arpels and e.l.f. Cosmetics, we're looking at the brands benefiting from dupe culture, the ones being copied, and the consumers no longer interested in pretending their purchases are the real deal. Plus, we look at how Lululemon turned the dupe trend into a clever campaign for its original Align leggings, and why e.l.f.'s brilliant So Many Dicks campaign demonstrates the difference between copying what other brands are doing and building a brand with an identity of its own. Come say hi Are you a proud dupe buyer, or will you always pay more for the original? I'd love to know where you stand. Find me on Instagram → @campaign_del_mar Extras → Explore The Village → Get Mia’s Mini Campaign Planner Guest: Bianca Le Page: B Known Brands Instagram References mentioned in this episode MCoBeauty – How the brand creates its dupes (ABC News) MERIT Beauty Van Cleef & Arpels dupes Lululemon – Align Leggings Dupe Swap campaign e.l.f. Beauty – So Many Dicks campaign Charlotte Tilbury vs MCoBeauty – ABC News
October 28 · 24 min
Newsletters are dead
Would you sign up to receive your own newsletter? If the answer is no, why on earth are you asking your customers to? I love email marketing. It's one of the highest-performing marketing channels available to small businesses. But I have a problem with newsletters. The boring company updates, the generic 'sign up for our latest news' forms, and the emails nobody asked for (or particularly wants to read). In this episode, I'm making the case for ditching the newsletter and treating your emails like a publication people look forward to receiving. I'll share examples of brands doing this brilliantly, from curated content and conversation starters to behind-the-scenes storytelling. Plus, I'll explain how to give your emails their own identity, create a compelling reason to subscribe, and turn your email list into something far more valuable than another marketing channel. And in this week's campaign review, I'm looking at Peach Business's wonderfully playful Peachopoly campaign and why serious businesses could do with taking themselves a little less seriously. Come say hi Has your newsletter become another thing on your marketing to-do list that you're not entirely sure anyone reads? I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Explore The Village → Get Mia’s Mini Campaign Planner References mentioned in this episode Byzantine Design – The Modern Archaeologist email publication The Sleep Collective by Gerri Florence – Bedtime Stories The GIST – Women's and men's sports media publication Odette Barry – Conversation-led email marketing Stef Hanson – That's What She Said email publication Peach Business – Peachopoly campaign by Fiona Johnston Peach Business Nell Casey, Fete Creative – Helped name File Under M Campaign Brief, Mumbrella, B&T and Marketing Mag – Industry publications Substack Mia’s Substack – File Under M Klaviyo, MailerLite and ActiveCampaign – Email marketing platforms This episode was produced by Laura McRae from Podcast Support Services
October 14 · 34 min
Your brand has changed. Has your positioning caught up?
What does it really take to change what people know you for? I’ve officially repositioned Campaign Del Mar from marketing training to strategic advisory. And no, I didn’t just rewrite my Instagram bio and call it a day. In this episode, I’m sharing what I changed across my offers, pricing, content and messaging, why it took three months of relentless consistency, and the signals that told me the new positioning had finally landed. I also talk about why repositioning is something you should do before your business starts losing relevance, not once the ship is already sinking. If you’re changing your audience, moving upmarket or simply want to be known for something different, you’ll learn why positioning requires trade-offs, how your old content habits can undermine the new story you’re trying to tell, and why being multi-passionate doesn’t excuse being bloody confusing. Then, in Gurus in the Wild, I look at the Luna Bronze campaign controversy and why blaming AI misses the bigger problem. Plus, I run through Nara Smith’s partnership with infant formula brand Bobbie and why it’s such a clever example of matching a creator’s existing positioning with the right brand. Come say hi If you’ve ever tried to reposition your business only to find yourself slipping straight back into the content, offers or language of your old positioning, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Explore The Village → Get Mia’s Mini Campaign Planner References mentioned in this episode Cue Wittner Betts Willow & Blake Sydney Sweeney campaign Luna Bronze Body Blendz Orange Juice Lane Nara Smith on TikTok Bobbie infant formula Nara Smith and Bobbie campaign This episode was produced by Laura McRae from Podcast Support Services
September 30 · 37 min
Building a Founder-Led Brand with April Butten
Can you build a product brand in 2026 without putting the founder front and centre? I’m joined by April Butten, founder and Creative Director of Boast Studio, to talk about why founder-forward marketing has gone from nice-to-have to one of the fastest ways to build trust, traction and demand. We consider the difference between simply being the face of a brand and having genuine authorship, obsession and skin in the game. And importantly, what to do if being on camera makes you want to quietly delete Instagram and disappear. We also get into one of my favourite marketing bugbears: brands claiming they’ve built a “community” when what they actually have is an audience. April shares what real community looks like when the founder isn’t in the room, why participation matters more than broadcasting and how brands can give their customers a bigger role instead of saving all the fun stuff for influencers. Then we tackle AI slop, culturally relevant brands and world building. We look at why replacing creative thinking with AI is a slippery slope, how brands like Fenty Beauty and The Ordinary changed consumer behaviour, and why strong brands build a recognisable world rather than jumping on every trend the algorithm throws at them. If you’re building a founder-led brand, this episode will help you think much more deliberately about visibility, community and the world you’re asking customers to step into. Come say hi If being the face of your brand has ever made you want to hide safely behind the logo, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Explore The Village → Get Mia’s Mini Campaign Planner References mentioned in this episode Boast Studio website Oner Active Krissy Cela Alix Earle from Reale Actives on Instagram DISSH Rebecca Judd and Alchemy Collective Hub and Lisa Messenger Steven Bartlett and The Diary of a CEO HYROX Brittney Saunders, Fayt and Fayt Estate Rhode Fenty Beauty The Ordinary Coca-Cola’s AI Christmas advertising Guess and its AI-generated advertising Mango’s AI-generated models Balenciaga CPR Hair Liquid Death April on LinkedIn Boast on Instagram This episode was produced by Laura McRae from Podcast Support Services
September 16 · 48 min
Marketing Without Reliance on Social Media with Ellen Hooper
Can you build a successful business without spending your life on social media? The answer is yes, but that doesn’t mean you get to opt out of marketing altogether. In this episode, I’m joined by Ellen Hooper, founder of Corporate Escapees Club, to talk about what marketing looks like when Instagram isn’t the centre of your business. We talk about why your business model should determine your marketing strategy, not whatever the algorithm is demanding this week. Ellen shares how she built a successful consulting business largely through referrals, relationships and strategic partnerships, including one particularly clever question: who is already getting enquiries for the work you do, but doesn’t want to do it themselves? We also cover direct outreach, networking, guest masterclasses, LinkedIn, and why keeping your existing network warm can be far more valuable than endlessly trying to grow an audience of strangers. If you’ve been looking for permission to spend less time making Reels, consider it granted. But there’s a catch. You still have to choose another way to be visible, build relationships and sell. Because “I don’t want to do social media” is a perfectly reasonable marketing decision. “I don’t want to do any marketing” is a business problem. Come say hi If social media has ever made you wonder whether running a business means signing up to become a full-time content creator, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Explore The Village → Get Mia’s Mini Campaign Planner References mentioned in this episode Episode 104: Marketing without Social Media with Lillie Brown Ellen Hooper’s website Corporate Escapees Club Ripple Festival Ellen’s Work Wife weekly email Pareto principle, also known as the 80/20 principle Ellen Hooper’s LinkedIn Ellen Hooper on Instagram This episode was produced by Laura McRae from Podcast Support Services
September 2 · 47 min
Mediocre Retail is Being Exposed with Andrea Andric
What if retail isn’t dying, but mediocre brands are? In the same month that legacy retailers are closing stores, digital-first luggage brand July is opening a 250-square-metre Melbourne flagship that looks more like a gallery than somewhere you’d go to buy a suitcase. So, I invited marketing consultant Andrea Andric back to the podcast to talk about it. We get into why heritage isn’t a strategy, why being known doesn’t guarantee you’ll stay relevant, and why brands that have spent years harvesting familiarity without investing back into their brand are now being exposed. We also tackle what Andrea calls the disappearing middle. People haven’t necessarily stopped spending, but they’re becoming much more particular about where their money goes. A $300 suitcase or $600 dress can still sell when customers see enough value in it. Mediocre is the bit that’s getting harder to justify. You’ll hear us talk about the difference between value and value for money, why brands need to know exactly who they’re for, and why trying to hold onto every customer can be a terrible strategy. And then there’s the big measurement question. If someone visits July’s beautiful store, fondles a suitcase, leaves and buys it online three weeks later, who gets the credit? Andrea and I talk about our obsession with attribution, the ROI of brand experiences that don’t fit neatly into a spreadsheet, and why experiential retail doesn’t require hand-poured terrazzo and a DJ. Sometimes it’s simply staff who know the product and give a sh!t. Ultimately, this episode is about doing fewer things better and building a brand people have a reason to choose. Come say hi If you’ve ever wondered whether customers have stopped spending or they’ve simply stopped spending with brands that give them no compelling reason to care, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Explore The Village → Get Mia’s Mini Campaign Planner References mentioned in this episode Andrea Andric’s website Andrea Andric on Instagram Andrea Andric on LinkedIn Andrea’s Substack, including her piece about “the middle” disappearing. The specific publication/contact details aren’t provided in the transcript, so these will need to be added. July July and its Melbourne flagship store Betts Link Craft Barbeques Galore Millers Katies Rivers Rockmans Wittner Country Road Seed Bonds R.M. Williams Mecca Merry People Kivari Chanel Sans Beast Strathberry Kookai Chapel Street Amazon Chatime Fayt The Label Byron Sharp and the concept of mental availability This episode was produced by Laura McRae from Podcast Support Services
August 26 · 12 min
Marketing Moment: Do you really need Substack? with Andrea Andric
Is Substack worth adding to your marketing mix? Or is it another shiny platform opening a new tab in your brain? In this Marketing Moment, I’m joined by Andrea Andric to talk about our experiences using Substack. We cover where it fits alongside email marketing and blogging, why the writing experience is so bloody good, and the limitations that keep me from seeing it as a replacement for a proper email marketing platform. We also get into the bigger strategic question. Do you need another channel? Because planting a flag on Pinterest, Substack, Instagram, LinkedIn and every other platform isn’t a marketing strategy. It’s a very efficient way to spread yourself thin. Andrea and I talk about getting more mileage from fewer, better pieces of content, why long-form content can become the starting point for everything else, and the underrated relief of deciding a platform simply isn’t for you. Come say hi If adding another marketing platform has ever made you feel like you’ve opened yet another tab in your brain, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Explore The Village → Get Mia’s Mini Campaign Planner References mentioned in this episode Andrea Andric’s website Andrea Andric on Instagram Andrea Andric on LinkedIn Andrea’s Substack Got Marketing Substack Substack Kajabi Instagram Spotify LinkedIn Google and SEO LLMs and how they index online content Facebook Pinterest Pokémon Go This episode was produced by Laura McRae from Podcast Support Services
August 19 · 20 min
Behavioural Psychology Effects That Change How People Buy
Why do some marketing campaigns stick in your mind while others disappear the moment you scroll past? Most marketers spend their time asking what they should say. I think the better question is why do people notice, remember and act in the first place? In this episode, I talk about five behavioural psychology effects that quietly shape buying decisions every day. Not as marketing hacks or manipulation tactics, but as practical ways to understand how real people make choices. We'll look at why familiarity builds trust, why distinctive brands are easier to remember, why the cost of doing nothing is often more motivating than the promise of a better future, why concrete language beats vague marketing every time, and why the most trusted brands aren't afraid to admit when they've stuffed up. Along the way, I'll break down campaigns from Specsavers, Cadbury, WWF, Metro Trains and KFC to show these principles in action. If you've ever wondered why some campaigns become part of culture while others vanish without a trace, this episode will change the way you think about marketing. You'll walk away with a sharper understanding of human behaviour and practical ways to build campaigns that people notice, remember and choose. Come say hi If you've ever struggled to make your marketing memorable or wondered why your campaigns aren't cutting through, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode How Brands Grow by Byron Sharp Specsavers "Should've Gone to Specsavers" Cadbury Gorilla campaign WWF #LastSelfie campaign Metro Trains Dumb Ways to Die KFC FCK campaign This episode was produced by Laura McRae from Podcast Support Services
July 29 · 27 min
Was the Bonds campaign really that controversial? (And four others worth watching)
I think marketing has entered a new era. Have you noticed? Five campaigns, five completely different industries. One pattern I couldn't ignore. In this episode, I look at campaigns from Franjos, Bonds, Reddit, Nescafé and Suncorp. On the surface they have very little in common. Different budgets, audiences and creative. But underneath, they're all built on the same strategic idea. The interesting part isn't the creative, it's the thinking underneath it. Every one of these campaigns starts from the same place. Not the product or purpose but a belief about the world that their audience already holds. Once you spot that pattern, it's very hard to unsee. And it might completely change where you start your next campaign. Come say hi If you've ever wondered whether you're chasing more simply because you think you should, I'd love to hear your thoughts. Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode Franjos "Lift Like a Mother" Bonds featuring Adam Hyde (Keli Holiday) Robert Irwin Bonds campaign Andrea Andric Got Marketing? episode with Andrea Andric Reddit "People Are the Best" Nescafé "Make Your World" Suncorp "A Tale of Two Queenslands" Søren Kierkegaard Off Campus Peking Duck Myer campaign with Peking Duck (2021) This episode was produced by Laura McRae from Podcast Support Services
July 15 · 16 min
What Hallmark understands about marketing that most brands don't
The brands winning aren't the ones chasing the next big thing; they’re the ones delivering the same emotional experience over and over again. Hallmark is one of the biggest entertainment brands in America, yet most marketers rarely talk about it. In this episode, I talk about how a greeting card company built a movie empire by understanding exactly what it sells and, more importantly, what it doesn't. I'll show you why demand isn't always your biggest marketing problem, why consistency often beats novelty, and what Hallmark gets right that so many brands get wrong. But this episode also became something more personal. After watching The Magic of Ordinary Days, a Hallmark movie, I found myself thinking about ambition, enoughness, and whether bigger always means better. I'll share why leaving a $100 million brand changed how I think about impact, success and the kind of business I'm trying to build. Come say hi If you've ever wondered whether you're chasing more simply because you think you should, I'd love to hear your thoughts. Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode Hallmark Channel The Magic of Ordinary Days Keri Russell The New Yorker interview discussing Hallmark's brand standards Reddit discussions about Hallmark movies Madonna reveals why she shut down her biopic with Universal Studios This episode was produced by Laura McRae from Podcast Support Services
July 1 · 16 min
What do I want to be when I grow up?
What happens when you're good at something you no longer want to spend all day doing? In this episode, I take you behind the scenes of a career crossroads I've been wrestling with since Ripple Festival wrapped up. After five years spent largely teaching marketing, I've realised I'm craving something different. I'm missing the part where you roll up your sleeves, solve real problems, and help turn an idea into something tangible. I'm sharing why I'm re-evaluating the role I want marketing to play in my life, the fears I have about stepping back into consulting, and what I'm learning about designing work around strengths instead of labels. We also talk about the uncomfortable reality of repositioning yourself when you're already known for something, why the online business world loves false binaries, and the lessons I've learned from running an agency, building a membership, and working with clients who need both strategy and education. If you're questioning your next chapter, feeling restless in your current season, or wondering whether it's time to evolve your business model, this one's for you. Come say hi If building a successful business has ever left you wondering, “is this still what I want?”, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode Marketing Circle Ripple Festival Campaign Classroom Mingle Seasoning This episode was produced by Laura McRae from Podcast Support Services
June 17 · 44 min
Why safe marketing is killing your brand with Megan Winter
When did marketing become so safe, polished and painfully forgettable? In this episode, I chat with Megan Winter about our biggest takeaways from Cairns Crocodiles. It felt like a giant permission slip to stop making beige marketing. We talk about the speakers who stayed with us, why creativity has always been the best competitive advantage, and why the smartest marketers in the room were far more interested in strategy, instinct, and attention than in AI hacks or trending tactics. There’s also a thread running through the entire conference around podcasting, founder energy and why brands are moving beyond “always-on” content into campaigns that create moments. We also get into the tension between creativity and commercialisation. From Paula Bloodworth’s obsession with impatience and instinct, to Pinterest repositioning itself as the platform helping people get off the Internet and back into real life. Plus, the behind-the-scenes reality of attending a three-day conference while juggling kids, logistics and business ownership. Because the polished LinkedIn post rarely mentions the babysitter bill and the emotional gymnastics required to simply show up. If you’ve been feeling over the endless marketing tactics, burnt out by content churn, or wondering whether “safe” marketing is making your brand forgettable, this episode will give you plenty to think about. Especially if you’re building a founder-led brand and trying to balance creativity with commercial results. Come say hi Want to chat about any news stories mentioned in the episode? Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode Cairns Crocodiles Amy Keen Paula Bloodworth John Evans’ podcast Uncensored CMO Pinterest Xanthe Wells Uber Eats Bonds – Robert Irwin Campaign Kim Anderson Marketing Circle Ripple Festival Tully Walter, Mike Wilson, Leigh Lavery and Kim Anderson Got Marketing? Episode with Kim Anderson Lume Marketing – Megan Winter’s business Work with Megan Winter Megan Winter on LinkedIn Taika Waititi How Brands Grow: What Marketers Don't Know This episode was produced by Laura McRae from Podcast Support Services
June 3 · 42 min
The ROI of Organic Social Media (and Why AI Won’t Save Bad Brands) with Jarrah Brailey
Are we entering the era of slow marketing? I sat down with Jarrah Brailey to talk about the campaigns, conversations, and marketing trends shaping 2026, and there’s a lot to discuss. We get into the AI obsession happening inside agencies right now, why most AI-generated content still feels soulless, and the reason “slow” might become the most powerful word in marketing. From Greek yoghurt confusion to FMCG billboards, we analyse the campaigns and cultural cues brands should be paying attention to. We also go through why Fayt Estate was one of the smartest brand activations we’ve seen in a long time. From creator selection to world-building, Brittany Saunders understood something most brands miss: campaigns are meant to create moments people want to belong to. We talk about why out-of-home advertising still works, why niche creators outperform generic influencer lists and how great brands build emotional relevance instead of just chasing reach. We then discuss the real ROI of organic social media. The tension between ambition and balance, reassurance marketing, Emma Grede’s comments about work and motherhood, and why founders trying to do “bare minimum marketing” are setting themselves up to fail. If you’re trying to build a brand without getting swept up in AI panic, content churn and bad marketing advice, this episode will help you think a bit more clearly about what really works. Come say hi Want to chat about any news stories mentioned in the episode? Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode Claude AI Brittany Saunders on Instagram Emma Grede book: Start With Yourself Fayt Estate Coachella style campaign Greek yoghurt vs Greek-style yoghurt discussion – episode 122 Lard Ass butter campaign Got Marketing? Episode featuring Lauren Meisner Spon Studio This episode was produced by Laura McRae from Podcast Support Services
May 20 · 42 min
Nostalgia Marketing and Consumer Psychology: Why Familiarity Sells with Andrea Andric
There’s a psychological change happening in marketing right now, and most brands are misreading it. In this episode, I chat with strategist Andrea Andric about why nostalgia is everywhere again and why it’s not just about aesthetics. Y2K references, familiar formats and throwback campaigns are working because consumers are exhausted. People aren’t craving transformation right now; they’re craving reassurance, familiarity and emotional safety. We talk about the psychology behind nostalgia marketing, why familiarity builds trust and how brands can create campaigns that feel emotionally resonant without becoming cringe or performative. We also analyse the Chanel campaign, recreating Kylie Minogue’s iconic “Come into My World” video with Margot Robbie and why it works so well. We also talk about why founders need to stop constantly reinventing their brands, why repetition matters more than originality in most marketing and why “up levelling” messaging is starting to feel deeply out of touch. If your marketing feels reactive or disconnected from what customers need right now, this episode will help you recalibrate. Come say hi Want to chat about any news stories mentioned in the episode? Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode The Familiarity Advantage: Why The Past is Today’s Safe Space Chanel campaign featuring Margot Robbie and Kylie Minogue “Come Into My World” by Kylie Minogue Love Is Blind Andrea Andric’s website Andrea Andric on Instagram Andrea Andric on LinkedIn This episode was produced by Laura McRae from Podcast Support Services
May 6 · 27 min
Small podcasts, big impact campaigns & the death of average content
The bar has quietly gone up. In this episode, I talk about why small podcasts are disappearing, and it’s not because podcasting is dead. It’s because what’s required to compete has changed. Better production, stronger distribution, and a long-term commitment are now the baseline. If you’re treating a podcast like a quick win, you might need a reality check. We also get into what’s working right now. LinkedIn is outperforming Instagram for thoughtful content, and the reason is simple: audiences are rewarding substance again, but there’s a catch. The middle is disappearing; content is either sharp and specific or completely ignored. I also talk about one of the smartest social impact campaigns I’ve seen this year and why it works. We also go behind the scenes of building the Ripple Festival lineup, including the reality of “big name” speakers and why star power isn’t the strategy people think it is. Plus, I share my take on the social media ban for under 15s and what Coachella reveals about how smart brands get attention without paying for it. Come say hi Want to chat about any news stories mentioned in the episode? Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s Mini Campaign Planner References mentioned in this episode Ripple Festival Mumbition the Podcast Abbey Chatfield (podcast production commentary) The Diary of a CEO by Steven Bartlett Mamu Melon campaign Action Speaks Louder (organisation) Serious People (creative agency) Lululemon (campaign target) Greece to ban social media for under 15s next year Coachella Festival Bloom Nutrition activation LinkedIn credit: @smartphonefreechildhood and @yasminclouser This episode was produced by Laura McRae from Podcast Support Services
April 22 · 44 min
What’s working in email marketing right now with Carly Smith
If you’ve ever felt like email marketing “should” be working but isn’t, this episode will show you why. I chat with Carly Smith, founder of Socially Graceful, about what’s changed in 2026 and why the way we’ve been doing email isn’t working anymore, especially those overused, one-size-fits-all funnels. We get into what’s working now, from list hygiene to segmentation, and why email is still the most reliable channel when you know how to use it properly. Most email strategies aren’t underperforming; they’re lazy. Built for ease, not effectiveness. Same sequences, same nurture and the same old lead magnets that no one asked for. We talk about what’s really happening when someone joins your list, how they behave, and how to move them to a decision. You’ll get clear on what deserves your attention, what needs to be cut and how to build an email strategy that’s intentional, not just something you set and forget. If you’re sending the emails, building the funnels, doing what you’ve been told, and it’s still not converting, listen to this. Come Say Hi If email marketing has ever felt harder than it should be or like you’re doing everything “right” but still not seeing results, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s marketing calendar References mentioned in this episode Mumbition the Podcast Carly on Instagram @socially_graceful Carly Smith, Founder of Socially Graceful website Email platforms mentioned: Flodesk, Kajabi, Klaviyo, ActiveCampaign This episode was produced by Laura McRae from Podcast Support Services
April 8 · 47 min
Celebrity brands, Yoghurt-gate & cancel culture with Jarrah Brailey
I sat down with Jarrah Brailey to unpack what’s happening in marketing right now, and we got honest quickly. We start with celebrity brands, including Alix Earle’s skincare launch, and why attention without substance doesn’t build anything that lasts. Then we get into what good marketing actually looks like. The Pure Mama campaign starring Victoria Devine is a masterclass in insight-led strategy, a brand that truly understands its audience and builds from there. This campaign tackles the stigma around C-sections. We talk about the shift towards creator-led casting and how brands can evolve without losing control of their execution. From there, it gets more interesting. We unpack misleading food marketing (“yoghurt-gate”), founder PR disasters, and the reality of idea ownership in the internet age. It’s not just about having a good idea; it’s about owning it, packaging it, and getting it seen. Tune in for a roundup of marketing news curated for female founders and marketers. Come say hi Want to chat about any news stories mentioned in the episode? Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s marketing calendar References mentioned in this episode Mumbition the Podcast Jam Packed Agency website Jarrah on Instagram @jampacked.agency Mumbition The Podcast Alix Earle skincare brand “Real Actives” Pure Mama campaign by Willow & Blake Victoria Devine podcast Luna Bronze and Talia Edwards collaboration The Daily Telegraph coverage of Who Is Elijah Britney Saunders commentary Georgie Stevenson apology and deleted reel Bulla “Unfakable” campaign Mel Robbins “Let Them Theory” Ben Chipman “Admin Night” concept This episode was produced by Laura McRae from Podcast Support Services
March 25 · 21 min
Bean Soup Theory, Internet Backlash and LSKD’s running campaign
Ever posted something online and thought it was pretty straightforward…only to find yourself in the comments defending a point you never actually made? Welcome to the internet. I’m back after a three-month break, and this episode is a proper brain dump. No neat bow, just what’s been rattling around in my head. First up: Bean Soup Theory. A slightly ridiculous name for something very real, the expectation that every piece of content should be tailored to me, personally. And when it’s not? Outrage, misinterpretation, and comment-section chaos. We unpack why this happens and why it messes with your head more than you’d like to admit. Then I break down a campaign from LSKD that genuinely impressed me. It tackles women’s safety while running (a very real issue), but still manages to sell product without feeling forced or tokenistic. There’s a lot to learn here… and one mistake they made that most brands are still making. And finally, AI. Apparently, we’re all meant to ditch ChatGPT and hand over the keys to our entire digital life to Claude Code. I’ll walk through what’s being promised, what’s actually useful, and where I think people are getting a little too trigger-happy. If you’re building a brand online right now, this episode will help you: – Stop overcorrecting for loud critics – Think more clearly about campaign execution – And not lose your mind every time the internet takes your content sideways References mentioned Vibinggranolamom (TikTok creator behind the “Bean Soup Theory”) Kookai Reel Roxy Jacenko house lottery discussion part 1 Roxy Jacenko house lottery discussion part 2 LSKD campaign “She Runs But She’s Never Really Running” Megan Winter, Lume Marketing Kajabi Claude Code Kellee Eriksson Come Say Hi If Bean Soup Theory has ever smacked you in the face mid-comment section, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s marketing calendar This episode was produced by Laura McRae from Podcast Support Services
Dec 3, 2025 · 23 min
Mixtape 2025: Speaking gigs, what’s no longer working, and how to build high-performing campaigns (Ep 120)
Your most-needed marketing lessons of 2025, all in one place This week on Got Marketing?, Mia is coming to you from a house full of boxes, kids, removalists, and absolute emotional chaos, so while she relocates her entire life (not south… but east ✈️), she’s leaving you with a special treat: the Got Marketing? Mixtape 2025 edition. Inside this curated greatest-hits episode, Mia shares three value packed segments worth replaying, especially if you’re ready to sharpen your strategy, earn more visibility, and finally build a brand that performs. From winning paid speaking gigs, to what’s no longer working in 2025 (and what to do instead), to the step-by-step process for building campaigns that actually convert, this episode is your all-in-one marketing reset. 🎧 Press play if you want to sharpen your marketing instincts, future-proof your strategy, and create campaigns that genuinely move your business forward. DM us anytime, or leave a review if you found it valuable. What you’ll take away from in this episode: ✨ How to pitch yourself for paid speaking gigs (and what event organisers actually want) ✨ Why vulnerability and storytelling are now core speaking skills ✨ What’s officially not working in marketing anymore, and the 2025 alternatives ✨ How to use segmentation, personalisation, and curiosity to boost results ✨ Why educational-only content is dead, and what to do instead ✨ The three types of campaigns every small business needs ✨ How to structure brand awareness, lead generation, and conversion campaigns ✨ The mindset shift needed to move from hobby marketing to brand building ✨ The one-rule that makes campaigns work: one objective, one campaign Connect with Mia: Connect with Mia on LinkedIn Follow got marketing? on Instagram Get the backstage pass to Got Marketing? on Substack. The ideal companion to the show and place to share your thoughts about the Got Marketing? podcast episodes. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast or send us a DM. Still here? Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands.
Nov 5, 2025 · 29 min
Dirty Secrets & Brutal Pickups: Two campaigns worth obsessing over with Lillie Brown (Ep119)
Two recent campaigns that prove clever beats polished every time. This week on Got Marketing?, Mia is back with fan-favourite guest and CDM Community Manager, Lillie Brown, to unpack two standout campaigns. From a heritage gardening brand to a challenger pet food company, these campaigns couldn’t be more different but both deliver lessons in brand storytelling and cultural connection. First up, Seasol’s “Dirty Old Secrets”, a witty, intergenerational campaign that turns a humble seaweed tonic into a cultural moment. With eccentric Aussie gardeners and cheeky storytelling, it proves even dirt can sparkle with the right creative lens. Then, Lyka’s “The Brutal Pickup,” a hilarious Halloween-timed horror spoof about dog owners’ worst nightmare: the sloppy poo pickup. It’s bold, gross, and brilliantly clever, turning gut health into must-watch marketing. The episode also touches on ethical marketing and the subtle but important issue of the male gaze in advertising; how even great campaigns can unintentionally reinforce outdated narratives, and why it’s on us as marketers to do better. What you’ll take away from in this episode: ✨ How Seasol’s Dirty Old Secrets built an enduring brand platform through humour and heritage ✨ The power of intergenerational storytelling in modern campaigns ✨ Why Lyka's disruptive “Brutal Pickup” works, and how timing amplified its success ✨ When (and how) to use grossness, taboo, or discomfort in marketing without crossing the line ✨ The ethical responsibility of marketers to challenge the male gaze and go deeper in creative critique ✨ Why challenger brands must be loud, and legacy brands must defend their market leadership ✨ What Airbnb got wrong (and how not to lose your brand edge to performance marketing) ✨ How brand campaigns build long-term equity beyond the conversion cycle Campaigns and episode mentions: Seasol: https://www.seasol.com.au/dirty-old-secrets/ Lyka: https://lyka.com.au/ Airbnb: https://www.thedrum.com/news/airbnb-cmo-ditching-performance-marketing-big-bold-brand-campaigns Connect with Lillie: Website: https://www.lilliebrown.com/ Instagram: https://www.instagram.com/sexwithlillie/ LinkedIn: https://www.linkedin.com/in/lillie-brown/ Connect with Mia: Connect with Mia on LinkedIn Follow got marketing? on Instagram Get the backstage pass to Got Marketing? on Substack. The ideal companion to the show and place to share your thoughts about the Got Marketing? podcast episodes. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast or send us a DM. 🎷 Ripple Festival Nov 12 & 13, Grazeland, Melbourne: see you there? Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now. Visit RippleFestival.au for details 👩‍💻 Mia and the Campaign Del Mar team use and love Kajabi; it powers our whole business. Try it free for 30 days with Mia's exclusive link. Still here? Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands.

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