This is Got Marketing, where we unpack campaigns, marketing news
Mia Feilman: M Most marketing has the shelf life of a trending sound. This is Got Marketing, where we unpack campaigns, marketing news, and what actually sticks. Hello. Welcome back. Jarrah. How have you been?
Jarrah Braley: Hi. I'm so happy to be here. I've been good. I've been hanging out for this next episode.
Mia Feilman: Yes, me too.
Jampacked has been inundated with questions about artificial intelligence
How's everything going in agency land? How is the, like, you know, everyone moving to AI And AI is going to solve all of our problems and marketers are going to be replaced by AI. How's that going in Jampacked?
Jarrah Braley: I got asked about AI once a week, twice a week minimum from other people outside of the business asking me, how are you integrating it? Is it taking your job? Is, uh, it doing this? What are you using it for? Have you looked at Claude Design? Have you looked at Claude this? It's happening constantly. And I am kind of just for me personally, I'm accepting the fact that I don't think I'll ever feel like, yep, I'm fully up to date with AI. I'm always going to feel like I'm a little bit behind with it, but I'm definitely not subscribing to the narrative around, yeah, it's going to take our jobs or anything like that. I think it's just going to make the people who are really good at their jobs even faster and better at their jobs. But it doesn't light me up personally, so I'm not like dying to get into it or anything. And I don't really want to spend days trying to figure out Claude, but I can see that, yeah, it is very important.
Mia Feilman: Yeah, I feel about the same that it's. It's a tool like any tool, like Trello, like, yeah, Shopify, like Klaviyo. And I think it's going to help brands fail really fast. Uh, especially the ones that are forsaking brand strategy and positioning and value proposition and just getting really clear on what they stand for. And it's just going to help them fail really, really fast.
Jarrah Braley: 100%. There's been so many clients that have come to us and been like, oh, look at this, look what AI created. And I'm like, that's awful. That is genuinely awful. It's just, like, exciting that AI was able to create something kind of usable, but it's not. Yeah, I haven't seen anything yet that's blown me away from a content perspective.
Mia Feilman: Oh, content, absolutely. Never. Do not go there. Jail. Yeah. However, coding a website, so I use Kajabi and there's all sorts of, you know limitations with how you can put in custom fonts and just code editor stuff. Like even this morning, because we had like a little mini refresh at the beginning of the year and. And it's like such an annoying thing. Our FAQs sit in an accordion and I've managed to change the fonts everywhere else, but not within an accordion. And I was like, how am I going to figure this out? Opened up. Claude, two seconds. Post this into your css. Meow. Uh, good to go. All accordion site wide fixed. Two seconds. Uh, great. Perfect.
Jarrah Braley: Yeah, it's. I use AI every day for things like that and it's definitely made me a faster worker. I don't know how I used to get through my emails without it. But, yeah, there's. In terms of a content perspective, the only brands I'm seeing do it well is when they're almost leaning into the satire of it and posting something that's blatantly AI. And, uh, everyone finds it hilarious and it's obvious that it's satire. That's the only thing I've seen so far that I've really liked.
Mia Feilman: Yeah, fair enough.
A new campaign for Greek yoghurt has been launched
Now, how many comments did you receive about Greek yoghurt?
Jarrah Braley: I knew that that was going to be something that everyone was mind blown about, but, yeah, it was. It definitely hit a nerve, that one.
Mia Feilman: For reference, in episode 122 that aired on April 9, Jarrah and I talked about how Greek style yoghurt is different from Greek yoghurt. So when you were a little girl, did you one day dream of growing up and becoming an unofficial Greek yoghurt ambassador? Because that's what we are.
Jarrah Braley: I'm so proud of us.
Mia Feilman: The amount of people who are taking photos in the supermarket saying, mia, uh, is this good? I'm serious. And I've heard storeys of people going, I'm at Woollies right now and there's a woman who's about to put Greek style yoghurt in her trolley. Do I tell her? Yes, yes, you tell her. Yes, you tell her. But I think it's important to mention that, like, Greek style yoghurt is not necessarily bad. It's not like.
Jarrah Braley: No, it's not evil.
Mia Feilman: It's not evil. And also it can actually be a really good product.
Jarrah Braley: Yeah.
Mia Feilman: The only thing is, is that you then need to go that extra step and look at the nutritional label and look at the protein content and know what you're looking for, like how much protein content is good protein content. And then look at the sugar, look at everything else. Not a lot. Of people are going to do that. But it's not to say that all Greek style yoghurt is terrible for you.
Jarrah Braley: No, no, that's exactly it. It's just being educated what to look for on the nutrition label. There's. I'm sure there's a few good ones out there.
Mia Feilman: Oh, uh, undoubtedly.
Jarrah Braley: Undoubtedly.
Mia Feilman: What I don't understand is why don't they just call it yoghurt?
Jarrah Braley: Yeah. And that's kind of what we touched on last time. It's like, is that even ethical? And it's not. Because leaning into. Yeah. The lack of education that we as a society have around what we're putting in our mouths and. Yeah. Just piggybacking off the popularity of Greek yoghurt.
Mia Feilman: Um, totally. Did you see that? A campaign launched since we spoke about yoghurt for a brand called Lardas.
Jarrah Braley: I love this campaign. I think. Yeah. The fat and rich, just the way butter should be. I love that same. Love the billboards. Smooth and cultured. A rare trait these days. Yeah. Just the perfect butter ad. I think it's so clever and so simple, so good.
Mia Feilman: And also I think they're having the same conversations in the boardroom that you and I are having, which is how do brands who actually make butter actually make Greek yoghurt? Clap back, fight back and reaffirm their authority status as. No, no. But we actually make butter. And I think this is how you do it.
Jarrah Braley: Yeah, I love it. Yeah. So bold.
Mia Feilman: And what do you think about them using out of Home?
Jarrah Braley: I love out of home. When they do something like this, where it's like the way that they've worded it just really grabs your attention and you. It's almost unforgettable, this kind of thing. I think it looks great. I love anything out of home.
Mia Feilman: Same. Absolutely obsessed with out of home, especially for fmcg, uh, which is what this is. But there is so much restraint that was used for this campaign. I'm going to link it in the show notes, but it is the packaging so that you can spot it instantly in the grocery store. It is the product on a piece of bread looking delicious. So food, porn, tick. And then there are six words. No URL, no QR code, no phone number, no 1600 taglines. It is an absolute masterclass in Less is more.
Jarrah Braley: Yeah. I think that's what I loved about it so much is it's a few words and they really hit the mark and it's not too busy. It seems so simple. And I bet you a lot of other actual butter Brands are looking at that being like, why don't we think of that?
Mia Feilman: Yeah, totally.
Anyone that uses the word slow in 2026 is going to win
And I've, uh, got a bit of a theory that the word for 2026 is slow. That's the word slow. Anyone that uses the word slow in 2026 is going to win. And I urge every single person here to go and send an email and put slow in their subject line and then come back and tell me what the open rate was compared to your benchmark. Because I feel like this is what people are craving in that, you know, furious, frantic AI can create 20 pieces of content in two minutes. Anything that you say, this is slow, this is considered and this is what Loud House have done, made the slow way because it's proper butter. Uh, I think this is a winner.
Jarrah Braley: I love that. Now that you say that, I can think of a few businesses that I've seen lean into the slow messaging and it just always grabs your attention and it. Something I've, yeah, that has come to the front of my head right now because, yeah, we are bombarded with this, do it quicker, do it faster, do it at huge scale. Whereas, yeah, we're now we're craving something slow. It's like, yeah, that's interesting. I'd love to hear how people go when they put it in their content headlines, website report back.
Mia Feilman: We are awaiting their replies. And, uh, this conversation about yoghurt, it really stemmed from this idea of what is healthy and what we think is healthy. Right?
Jarrah Braley: Yes.
What's one thing people think is healthy that's really not
Mia Feilman: What's one thing that people think is healthy that's really not? Do you have any?
Jarrah Braley: I have so many. This, uh, is something I'm really passionate about. I'm so passionate about nutrition and I feel like I've spent the Most of my 20s educating myself on what's actually healthy. But the first thing that comes to mind that I was sad to learn isn't actually that healthy most of the time is granola. A lot of the time they're just full of sugar and oil and nothing actually that nutritionally valuable.
Mia Feilman: That is such a good example. Honestly, you can just skip the entire muesli cereal aisle. There's nothing there. Maybe all bran, but actually all brand has a bit of sugar, I think. Am I talking out of my ass?
Jarrah Braley: I remember looking at all brand once, uh, in the supermarket and being disappointed. So I don't remember the specifics, but I remember it, I wanted it and it just wasn't healthy. And even Nutrigrain, like it's branded as this. I remember being a kid thinking Nutrigrain was So healthy. And it's literally just sugar and gluten.
Mia Feilman: Nutrigrain is. Is confectionary.
Jarrah Braley: Yeah.
Mia Feilman: The second ingredient in all brand is sugar.
Jarrah Braley: Yeah.
Mia Feilman: It is 85% wheat bran, but the second ingredient is sugar.
Jarrah Braley: So that's why they taste so good.
Mia Feilman: Yeah. I'll tell you a storey about my au pair. She came from Germany and I had bought a whole bag of macadamia nuts. Now, macadamia nuts are like $90 per kilo and a bag is a kilo. And she ate the entire bag of macadamia nuts. $90 worth. Oh, no. And it's because she wanted to eat healthy is what she said to me. She's like, you know, because nuts are so healthy. And I don't think she realised just how much fat are in macadamia nuts and also how expensive they are.
Jarrah Braley: Oh, no. Yeah, that was. I remember learning that about nuts and being really sad that. Yeah, you reach into the cupboard, grab a handful and that's the equivalent of probably a meal. Yeah, it's, um, sad. So, yeah, a whole bag, that's a
Mia Feilman: lot like, it's healthy, but it's not like, go and eat a kilogramme healthy. If you're listening to this and thinking, I need to get my marketing sorted, that's exactly what we do Inside Marketing Circle. It's a marketing community for up to 45 women building brands where we focus on strategy first, then execution. So you're not just doing more, you're doing the right things. I'll link it in the show notes.
Fate Estate campaign aligned strategically with Coachella
Let's talk about Fate Estate.
Jarrah Braley: Yes. I love this so much. I just love anything Britney does, though. I'm, um.
Mia Feilman: Me too. Me too. I'm a massive fan girl. But this campaign, this whole idea for Fate Estate, I cannot fault any of it. Genius. Top down, zero notes. Yeah, but I want to hear your take and also, like, I want to hear a breakdown from you on what they did.
Jarrah Braley: Okay. I didn't realise this until recently that Fate Estate lined up strategically with Coachella. So Brittany went to Coachella for a brand event last year and, um, when I was watching Fate Estate, it didn't click until maybe a week later that, oh, that was happening at the same time as Coachella and made enough noise during that period to stand out so much more than the actual brands that went to Coachella. I thought that was so genius that she almost brought Coachella into Australia, her own version of it. The outfits were very Coachella vibes. It was like, even the. The way that they edited some of the content had this warm like deserty filter over the top of it which I just thought, yeah, genius. The, the attention to detail and the little things that obviously went into the. The strategy was just insane. Essentially this was Britney's and Fade Estate's first ever influencer, uh, event. So Britney's always openly wanted to do more customer based events rather than influencer, uh, in the past. And this was in her, I think she's been in business for eight or so years. Her first influence event, so very exciting. A lot of people when they heard about it was like, oh, this is a different approach for her. So everyone was already interested because she's been so vocal about wanting to give that experience to her customers. I think she's still, yes, nine customers attended so she still get involved customers in some way which was just so on brand for her and we love that. And she did it to launch a new collection. Uh, she basically booked this incredibly huge, amazing looking mansion. She had makeup artists, she had so much PR there, free products, other brands involved and yeah, I just thought it was so incredibly smart. And the creators that she invited, I can't remember all of them off the top of my head but I remember seeing a few in there being like, oh, I'm so glad that she was invited. Like she's a niche creator that I've followed for a long time that doesn't have a huge following but just so aligned to the Fate brand. That just makes so much sense. I think it was Ellie that really stood out to me. She's well known for nurse content and just so aligned to the Fate Estate brand. So I loved the creators that she chose. It was very obviously carefully selected. It wasn't just the same old influences that you see at every event. And yeah, I just look so fun. I wish I was there.
Mia Feilman: My thoughts exactly. I love that she bought Adele Petropolis, who's one of my favourite creators. She's a uh, proudly Greek creator and you know cooking with Adele is like one of her biggest segments but she also does makeup and Adele is hysterical, absolutely the funniest person online. And I love that she was picked for Fate Estate and it seemed like Adele was so happy to be there which just made me so happy. Y this was just brand collaboration genius. Everyone who's everyone got involved, mingle, seasoning, catered one of the dinners, Hero packaging supplied boxes. There were all these other skincare, sun care beauty brands doing really fun activations. It was sensational. There's a couple of interesting things about this campaign that I think is Worth noting and could be really interesting for other small brands. Listening to this. Just like I teach everything on Fate, the labels. Instagram was activated for the Fate Estate campaign and the entire feed was chocolate brown. So that was the primary colour of this new collection. But if you go and have a look at, uh, every post during this campaign for like two weeks, every single one look like it was part of the campaign. So not this scattergun approach to content.
Jarrah Braley: Yeah.
Mia Feilman: Brittany did this awesome post where she talked about the cost and I thought that that was just a such a genius building in public. Breakdown of how much was the villa to rent and how much was this and how much was that. And that is just so interesting. Right. And the thing that stood out to me is that there was no professional photography or videography. It was all handled in house, which is so clever because that would have been 20, 30 grand just on its own.
Jarrah Braley: Yeah. Yeah.
Mia Feilman: So I don't know. I think that this is awesome.
Jarrah Braley: One thing about Britney is something that she has on her side as a founder is I think she's as chronically online as the rest of us. So she understands the unique quirks and niche creators and things that, uh, are culturally relevant at the time. And she weaves that so beautifully into her marketing. And I think everyone within her target audience would have had a creator that they have followed for a long time that they're seeing being invited to Fate Estate and being like, that's amazing. I'm so glad that creator was invited. And whether we knew all of the creators there or not, I think it's safe to say the bulk of her audience followed these niche creators rather than kind of going, okay, everyone knows who Tammy Hembrough is, so let's m invite her to the Coachella brand event. That is just boring. We see Tammy at Coachella every year. So this is just, I guess, yeah, a masterclass on understanding your customer, understanding the cultural niche of the platform and the quirks of the platforms and who we're following and what we're actually interested in engaging with on a day to day basis. It's so obvious that Brittany is so in tune with that and it's such a power as a founder in any kind of industry.
Mia Feilman: Yeah. What I really liked about Fate Estate as a campaign was that they built a world. And this is something that brand strategist Camille Moore talks about all the time, world building. And it was this world we wanted to be a part of, and a world you could physically step into, touch, feel smart, smell. It was so sensory and it was really fun. Like Coachella in Australia. Fun. Like this idea of making branding and fashion fun, I think is just absolutely spot on. Marketing in 2026.
Jarrah Braley: Yeah. And community driven, I think everything she does. So community driven. It's genius.
Mia Feilman: Yeah.
Jarrah Braley: Strong opinions are sexy.
Emma Greedy says physical presence in the office is critical for career advancement
Mia Feilman: Um, do you think there's more to say in the conversation about Emma Greedy and her book, especially where she says that physical presence in the office is critical for career advancement?
Jarrah Braley: Yes, definitely. I, I'm keen to read the book actually, so that I can understand. Yeah. The different angles that she comes from about things. There's some things that she says that definitely lean. Well, they all very much lean into the girl boss hustle vibe that we have been trying to squash for a long time and now it feels like it's coming back in. And I'm noticing now that she's been speaking about it, I'm noticing it pop up from so many more creators on TikTok and I'm even seeing more of it on LinkedIn. Uh, I don't know how I feel about it yet because sometimes I do consume some of what she says and I'm like, yeah, yeah, it makes sense. And then I'll read a comment being like, this is way too 2010. Girl boss hustle vibes. Like this is, what you're describing is not actually designed for how a woman is supposed to work in today's society. And so sometimes I read that, I'm like, so true. But it's so easy to listen to what she says and take it all on board.
Mia Feilman: Mhm.
Melanie says if you're not in the office, you'll miss opportunities
So you've got staff in your agency. How much flexibility? Like, do you agree with her that, you know, the, the team members who are in the office, in the meetings, front facing with the clients, are they the ones that are going to get the opportunities or like, how does it work for you?
Jarrah Braley: No, personally for me I'm not. I haven't promoted people for that reason. So I don't think that what she's said is a hard and fast rule about if you're not in the office, you're not going to achieve anything. Amazing. Because my employees who I've promoted or have had the most success and growth within my company, there's no pattern there about them being close. I've had people in Adelaide that I've promoted. I'm in Sydney, I've promoted someone to my 2ic who lived in Brisbane. And also I have had so many opportunities come my way from, from Melbourne. For example, I'd say maybe 60% of my client base is Melbourne Based and I'm Sydney based. So I do obviously go down there to see them in person every now and then. But I'm not around them constantly. But for some reason I get so many opportunities come my way from Melbourne and I'm not on panels in Melbourne, I'm not really doing much down there, so it's interesting. I don't think it's a hard and fast rule, but I do understand what she's saying in that when I get together with my team and we have a, we're all sitting around a table and we're having a conversation, there's something so unique about that that puts a fire in my belly and makes me feel so excited. And I think it's the connection and feeling like, yep, okay, we're all vibing here, we're seeing the vision, we're working towards something together here. Whereas when it's constantly all behind screens, it can sometimes feel a bit more, uh, tense or there's a bit more pressure. And maybe we're reading, especially as a female team, we can sometimes read into each other's tone if it's constantly behind screens. But when it comes to opportunities, no, I think if you're a hard worker, uh, and you're integrity led and you're amazing at what you do, people will want to work with you whether you're in the room or not.
Mia Feilman: Especially in what we do, which is all online anyway.
Jarrah Braley: Like I am talking about marketing, so it could be different for other industries.
Mia Feilman: Yeah, exactly. It's like, well, I actually need you for your online skills, not your in person skills. Like, you know, how good are you at uh, navigating everything that's happening online? I found her comments weirdly comforting. Yeah, like in a really perverse way, I took actually a lot of heart from the comments because we have set women up for failure, right, with this narrative of you can absolutely be a present mom and you know, cook all of your meals from scratch and also run a big company all in the same 24 hour period, it's like, no, you can't. Yeah, no you can't. And then when she talks about the fact that she only spends three hours continuously with her kids on the weekend, I'm like, cool, I've made my choice and I have to accept the trade offs that come with that choice, right. That I might be able to find 10, 15% efficiencies in my company, but am I going to run a company four times this size while still never working any weekends? You know, and most Fridays, unless I'm recording a podcast.
Jarrah Braley: Yeah.
Mia Feilman: Then no, those trade offs come at a cost and often it is our ambition. Right. And it's like maybe when my kids are a little bit older I can go on and girl boss as close to the sun as I like. But right now I've made this choice and it's comforting to hear that unless I'm prepared to do what she's saying that this is the level of success that I'm probably going to get and that there's not more that I could do is the point I'm trying to make. Yeah, yeah.
Jarrah Braley: Perfectly summarised and I think that's what I uh, like most about what she said as well is that yeah, it kind of brings us back to reality of there is constant trade offs. You don't reach a point where it's just wow, my relationship's perfect. My, I'm seeing my friends all the time, I'm in the best shape of my life. My business is doing double the revenue this month. Like it rarely happens that way. It's like usually you've got your eggs in, in one or two baskets that are doing well and the others are suffering and it's about just making that choice consciously and doing what you can and making sure you've got support around you to do it.
Some moms micromanage their kids lives and schedules, writer says
I'm obviously not a mum so I can't speak from that experience but I do really love what she said about parenting. I'm um, paraphrasing here but it was something about there's nothing wrong with your kids being bored or something. And she was talking about the micromanagement that some moms can have over their kids lives and schedules. And it's so interesting. I was in a cafe this morning having some breakfast with my laptop and I could overhear. I was in Rose Bay and I could overhear these mums with their primary school children just talking to their kids about okay, and then you've got this and you've got practise and don't forget this and just micromanaging their lives. And I was thinking, I don't think I ever had a conversation like that with my parents. I think I was just expected that I'd get myself to and from school, I would figure out what I'm having for lunch and if I needed something I would let them know. And if I had practise or sports training that afternoon, I'd get myself there and I'd be home when I get home. Obviously that's like probably um, um, more on the extreme side. But I think that kind of parenting actually gave me so much independence and resilience as a person. And so when she said that, I was like, that's so true. Why are we. And again, I'm not a parent, so I can't speak from experience, but as somebody who has had a parent that has been so busy with their career and I didn't find that damaging. I found that really empowering growing up and knowing. I remember having friends where they didn't know how to do their own laundry, they didn't know how to, uh, you know, how to cook for themselves. I reached like moving out of school when I was 18 and I just knew how to do everything. So, yeah, I do love a lot of what she says and resonate with it from more of the child perspective.
Mia Feilman: Yeah, we're not raising independent, resilient kids, we're raising anxious kids. And that is. I, uh, think that what she said about that was absolutely spot on. And my parents were small business owners and they instilled this work ethic that I have now into me. And I think that that is, that's such a gift that you can give your kid.
Jarrah Braley: It's a gift to see your parents working hard and not just completely putting their life aside for you. You don't realise it at the time, but it is so empowering with the life lessons and the work ethic that that gives you.
Mia Feilman: Long term. Yeah, I batch cooked this like chicken fajita mix, uh, and slow cooked chicken breasts with beans and capsicums and like it yielded heaps, right? And then I think it was on Monday night we had enchiladas. And then on Tuesday night I went to make burritos and my kids were like, oh, we have to eat the same thing again. I was like, oh my God, like these kids need a reality cheque that. How dare they have the same. Yeah, slow cooked from scratch chicken mix. And I was like, yeah, okay, but a day of reckoning is coming for this.
Jarrah Braley: I don't feel for them. Sounds yummy to me.
Mia Feilman: Yeah, totally.
How do you track the ROI of your organic social media
All right, what's next, Source of truth?
Jarrah Braley: What's the ROI of organic social media? I wanted to touch on this because I made a post about it and it really hit a nerve on Instagram and TikTok. I basically somebody left a comment on one of my videos, basically asking me, how do you track the ROI of your organic social media? And I don't know, they just must have caught me in a moment where I was fired up and I just instantly replied to a video saying, anyone asking this needs education around what the point of organic social media management even is. And if you are doing it for an immediate return on investment revenue wise, you are looking at it completely wrong and you're setting yourself up to fail from the get go because you're going to be producing content that nobody is wanting to listen to because it's so obvious you just want a sale and nobody cares about that kind of content. So yeah, I feel I ranted about it for a good week on social media I think and a lot of people seemed to to jump on board, which I was happy about.
Mia Feilman: Yes, I saw it, loved it, mentioned it in the email, tagged it in a post about reasons. I no longer run an agency so I don't have to deal with questions like that. Like I got that same question from an accounting client.
Jarrah Braley: So okay, yeah, as expected. No, I loved your post about why reasons you're not an agency owner because I related to every single one of them. But yeah, the organic social media ROI uh, thing really bugs me because it is not a performance driven channel. It is something that compounds over time and helps your performance channels perform better. So our uh, clients that do performance marketing and they have a really strong organic social media presence outperform the clients that don't have an organic presence every single time. But if that client was looking at oh, how many sales did we get from this post? How many sales did we get from this storey? They're going to be seeing zero because it's not the reason that those channels exist. It exists to create communication, a line of communication between you and your ideal customer and to make you feel accessible as a brand and to keep your products, your services top of mind to your audience when they are in that decision making phase.
Mia Feilman: Yeah, so it really comes down to the age old conversation of brand versus performance marketing. Um, and organic social media sits in brand, it doesn't sit in performance marketing. Meta advertising sits in performance marketing. And not all meta advertising. If you're running an awareness campaign or a profile visits campaign, that's still not a really a performance marketing campaign unless you're running a conversion campaign. So it's about that tug of war between brands who love brand marketing like me. And we probably get a bit too obsessed with scores like affinity and relationships and net promoter score and all of that and probably don't spend enough time thinking about performance versus other brands who only want what's measurable, that's all they care about. And so then they completely forsake awareness and affinity and relationships purely to farm their Audience milk their audience.
Jarrah Braley: Yeah.
Mia Feilman: And exactly what you said about your clients, there's actually data to back that up. So Tracksuit and TikTok do a study every year and they have found that high awareness brands, so brands who invest in awareness have three times the conversion rate of low awareness brands. So it's not either or, it's both. You need both. And this idea that we should be isolating channels and like, I understand that wanting to do that. Right, You've got your organic social media, you've got paid social media, you've got blogs, you've got email, you've got Google Ads, you've got Spotify, you've got a podcast. You want to figure out what's working and what's not working, what you can kill off and what you can double down on. I get that. The problem is, is that marketing doesn't work like that. It's interrelated, it's an ecosystem. So you killing off organic social media because it's not delivering sales according to, you know, your model could end up hurting the brand because that's not how customers buy. They, they see something on social media and then they'll go to the email to actually buy it, but they've got that brand recognition. I saw a really good stat that said that e commerce brands who are mentioned on a podcast, just someone mentioned on a podcast, go on to have like double the conversion rate of other brands not mentioned on a podcast. And so it's the interconnective tissue that makes it really hard for marketers to isolate one thing that's, you know, working versus not working. And you only know until you stop doing it.
Jarrah Braley: I love what you said about the podcast shout out. It reminds me of TBH Skincare when Abby Chatfield gave them a shout out on her podcast and apparently went gangbusters. And from there that, she says that was like their ticket to being a successful brand. So that awareness piece, whilst it's not, you're not always going to have these viral moments, but if you are, uh, doing these small actions that are compounding into a big amount of awareness, obviously hers was a massive podcast that happened overnight. But little things like that can compound into something that's really meaningful and contribute so much success to the paid channels, to your email marketing, to your conversion rate, to the CPMs on your ads, to the get how quickly it gets somebody to convert that sale. And I've seen this in marketing in so many aspects. Some people are always coming at me like, is it meta ads or is it Google Ads like, which one? And it's like, well, both of them because they play different roles. I'm not saying you have to do both, but it's not one versus the other. It's not email versus paid ads, it's not organic versus paid ads. It's all working together, obviously, picking and choosing what you can do within your budget and within your means and scaling from there. But it's not TikTok versus Instagram or ads versus email. It's. They all work together. It's an ecosystem.
Mia Feilman: It's hard. We can do hard things, though.
Jarrah Braley: Yeah. Um, I feel like a broken record. Low hanging fruit.
Baraka has a new campaign called Own the Zone
Mia Feilman: Baraka has a new, you know, Baraka gives you back your BB bounce. They have a new campaign called Own the Zone. And online, it's quite a modern looking campaign about two guys in a kitchen. But then I was watching Big Bang theory on like 9 plus or 9 go or 7 mate, one of those ancillary, you know, who watches television channels. And they took quite a recent Barocca ad with these two guys in the kitchen, but then they added like a very retro voiceover at the end. Barocca gives you back your BB bounce. And I was just flooded with nostalgia as a geriatric millennial watching this on tv and I thought that that was so clever because they didn't even need to go and make a nostalgia commercial. They just went back through their archives and they made it work with a, uh, more modern creative and then are using these assets to, in different placements so they're like, okay, tv, we're going to, we know we're talking to millennials. We're going to add the Barocca gives you back your baby bounce. Instagram. No one's going to get that. That's a silly idea. Like, no one's going to understand what that means. So I thought that this was really clever.
Jarrah Braley: Yeah. So clever. And again comes back to there's a storey in it. There's a feeling. It's not just, here's the product.
Mia Feilman: Yes. Gurus in the wild. All right, don't kill me, Jarrah, don't kill me. But we need to talk about Mel Robbins again.
People are calling out Mel Robbins for giving unsolicited AI advice
Okay, everyone's talking about Mel Robbins again. And I've actually come to a decision that now I don't like her at all. I don't think I ever did before, but now I've definitely decided that she's not my boo.
Jarrah Braley: Yeah.
Mia Feilman: Because she has clearly accepted money from Microsoft Copilot and has asked her, I don't know how many million Followers to share sensitive financial data into Microsoft Copilot to help women build skills in AI because we are being left behind with AI and our, uh, bank statements are somehow going to fix that. And everyone is calling her out. I've seen headlines like self help is the new grift and yeah, keen to hear your thoughts.
Jarrah Braley: Yeah, I didn't see this until you showed it to me. I think maybe I'm just. Mel Robbins is not even on my algorithm at all. But I do see her pop up from time to time and do her podcasts and. But yeah, I thought this was interesting and I could see in a lot of the people that called her out there was a lot of heat in it. So people obviously feeling very passionately about this. I read through the comments on some of the videos and one of the interesting takes was that the study that she references about AI and women being left behind, it seemed like she didn't actually read it. And somebody called that out and said, I've actually read this, here's what's actually in it. And one of the main reasons was not that, uh, women are being left behind because they're not interested in it, it's because they have some sort of maybe ethical conundrum with it. Or there's multiple reasons outside of us just being lazy and not wanting to be AI experts. So yeah, reading through some of the comments, people were fired up and some of these comments were getting hundreds of likes and even the videos itself, tens of thousands of likes. So a lot of people obviously resonating with this being offensive.
Mia Feilman: Yeah. And now it's calling into question. Well, she's an influencer. Right. She's not actually a financial expert. And now finally people are having the conversation that I've wanted people to have for five years, which is why are we following the advice of self appointed experts and how do we judge expertise? Because Mel Robbins should not be giving you financial advice. She's a very good marketer. She maybe should be giving you marketing advice, but like telling you what to put into AI without knowing how that information might be used and how that data could come back to haunt you and how they're going to use that data, all of it. She has no idea what she's talking about. So finally we're here, we're seeing people go, Mel Robbins shouldn't be giving people this advice. Yeah. And if she's gotten money from Microsoft, she needs to tell people that she got money from Microsoft. She's not promoting them out of the kindness of her heart.
Jarrah Braley: Yeah, it Definitely. When I was looking at it all, it was reminding me what we spoke about last episode about the packaging of ideas. It's like, doesn't really feel like any of these ideas are her own. It feels like she's just very good at somebody paying her to spread an idea and she's perfect at packaging it. But this one, yeah, did not land.
Mia Feilman: Not making waves.
Sponstudio matches up small podcasts with brands looking for advertising partnerships
All right, quickly, before we wrap up, because we gotta go, but sponstudio has launched and I think this is genius. So this is from Lauren Meisner, who's been on, um, the Got Marketing podcast, who is the founder of Centennial World, which is a Gen Z publication media platform. And she has created this marketplace that matches up, uh, small podcasts with brands who want to tap into niche audiences who don't necessarily have $30,000 to experiment with, you know, podcast advertising, but want to tap into podcasts that have existing, loyal, built in audiences like this podcast. And I have some good news for us. Jarrah Got Marketing is now on sponstudio.
Jarrah Braley: That's so I think this is genius. Such a genius thing to be offering. Partnerships is one of the biggest ways to grow a brand, a podcast, anything. So I think it's just so genius.
Mia Feilman: Yeah, I thought it was so cleverly done. I submitted all of our info for Got Marketing. We went through like a little submission, and then I got an email saying was accepted. Great user experience. I don't know what it's like on the brand side, but as a on the podcast side, really easy to upload. Um, your show. Thank you. So good. I'm all the way. Really rooting. If you're enjoying Got Mast, make sure you're subscribed to.
Jarrah Braley: I can't wait.
Mia Feilman: Want the backstage pass to Got Marketing? Always a pleasure. There's now a substack. It's the ideal companion to the podcast and it's linked in the show. Thanks for joining me again.
Jarrah Braley: Thanks.
Mia Feilman: Podcast reviews are like warm hugs and one of the best ways to support a small business. You can connect with me, mia Feilman on LinkedIn and Instagram, and I always welcome your feedback and questions for future episodes.
