Got Marketing?

Hosted by Mia Fileman

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Jun 2026

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June 3, 202642 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, 202642 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, 202627 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, 202644 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_gracefulCarly Smith, Founder of Socially Graceful websiteEmail platforms mentioned: Flodesk, Kajabi, Klaviyo, ActiveCampaign   This episode was produced by Laura McRae from Podcast Support Services

April 8, 202647 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, 202621 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

December 3, 202523 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.

November 5, 202529 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.  

October 29, 202516 min

Marketing Moment: Betts gets better with Lillie Brown (Ep.118)

Building a purpos This week on Got Marketing?, we’re back with a quick fire Marketing Moment — a short and punchy episode that dives into one topic worth your time. Mia is joined by fan-favourite guest and Campaign Del Mar’s Community Manager, Lillie Brown, to unpack the repositioning of iconic Australian footwear brand, Betts. Once known for school shoes and shopping centre convenience, Betts is stepping into a new era under the creative direction of Jess Hatzis — co-founder of Frank Body and Willow & Blake. Together, they’re redefining what it means to modernise a legacy brand with deep roots and fresh ambition. Mia and Lillie explore what makes this rebrand so strong, what smaller businesses can learn from it, and why real brand repositioning goes far beyond a new logo. 🎧 Press play if you love a brand glow-up story done right — and want to understand what repositioning really means in practice. DM us anytime, or leave a review if you found it valuable.   What you’ll take away from in this episode:  ✨ What brand positioning actually is (and why it lives in your customer’s mind, not your brand book) ✨ How Betts evolved from a shopping centre staple to an elevated fashion brand ✨ Why simplifying your audience focus can grow your relevance — not shrink it ✨ The difference between a rebrand and a true repositioning ✨ The power of collaborating with entrepreneurial, culturally fluent talent (hello, Jess Hatzis) ✨ Why legacy brands lose momentum when they only hire from inside their own echo chamber ✨ Lessons for small business owners: how to see your brand clearly when you’re too close to it   Connect with Lillie Brown: 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.

October 22, 202532 min

Sister Act: tackling teenage anxiety with self-love, and smart marketing (Ep 117)

Building a purpose-led business that changes lives — with The Big Sister Experience This week on Got Marketing?, Mia is joined by Kritz Sciessere, co-founder of The Big Sister Experience — a wellbeing education organisation delivering workshops on mental health, body image, and resilience to schools across Australia. Kritz and her sister Bianca have built one of Australia’s most trusted wellbeing programs, reaching over 25,000 students and proving that doing good and making money don’t have to be mutually exclusive. In this episode, Mia and Kritz unpack what it really takes to build a purpose-led business that lasts: how to price impact work fairly, say no to misaligned opportunities, and keep your values intact as you grow. They also explore the hidden costs of “doing good,” why following your gut in business is underrated, and how emotional storytelling can connect — without crossing into oversharing. The big takeaway: Purpose isn’t enough — structure, sustainability, and self-awareness make it work. When you charge what you’re worth, protect your team, and stay aligned with your mission, you don’t just make an impact — you make it last. 🎧 Press play if you’re building a heart-led business, trying to balance mission with money, or simply need a reminder that you can scale without selling out. We’d love to hear from you. DM us anytime, or leave a review if you found it valuable.   What you’ll take away from in this episode:  ✨ The difference between a social enterprise and a charity (and why Kritz and Bianca chose independence) ✨ How to price purpose-driven work without guilt or burnout ✨ The surprising marketing wins and flops of working in the education space ✨ Why storytelling works best when you’ve processed the lesson — not while you’re still living it ✨ How to balance heart, hustle, and human impact in a crowded wellbeing market ✨ The role of intuition in marketing and partnerships — and when to trust your gut ✨ How The Big Sister Experience keeps its brand authentic and evolving while staying true to its mission   Connect with Kritz: Website: https://www.bigsisterexp.com/professional-learning-for-educators Instagram: https://www.instagram.com/bigsisterexperience/# LinkedIn: https://www.linkedin.com/in/kritz-sciessere-0030611b1/?originalSubdomain=au   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.