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Most people think brand = big, expensive campaigns. But a brand lift study we ran at Typeform proved you can keep awareness high with a much simpler (and cheaper) approach. Here’s how 👇 Step 1: Repurpose your best content > Take your top-performing blogs, charts, insights > Turn them into native, zero-click social posts (carousels, single images, thought leadership, even memes) Step 2: Run them as always-on awareness ads > Don’t optimize for clicks or leads > Just consistently show up with valuable content in-feed Step 3: Test the impact > We doubled spend for 30 days > Compared a holdout group vs. exposed group (LinkedIn + Meta brand lift) The result? > 7 months after our big brand campaign, our awareness baseline was still nearly as high, even though we were spending half as much per month and running simple, content-focused awareness ads instead. > Incremental lift even among people who’d already seen our ads (just continuing to show up mattered) > People remembered Typeform more, even though our ads didn’t look like ads My takeaway: You don’t need millions to build awareness. You need consistency, good content, and ads that are actually worth consuming. And now that I’m at Elly (where we definitely don’t have Typeform-sized budgets) that’s the exact approach I plan to take: building brand the scrappy way.

Could social media help raise $5.5M in just 24 hours? The The University of Georgia's annual Dawg Day of Giving campaign rallies students, alumni, and supporters to donate in a single day. High stakes, 100+ social posts to manage, and a small team of three strategists covering 400,000+ people. This year, they 5x'd their social-attributed revenue. How? They listened before they posted. Using social intelligence, they tracked real-time conversations across the Georgia Bulldogs community - fan-generated content, emotional alumni moments, trending topics they would've missed otherwise. They turned those insights into content that resonated. Their analytics revealed something counterintuitive: static image carousels were outperforming video. So they stopped pouring resources into video production and doubled down on what was working. Data killed their initial assumptions. And they were able to generate better results with less effort. The outcome: → $5.5M raised in 24 hours → 522% increase in revenue attributed to social → 54% YoY increase in digital giving revenue → 1M+ Instagram views on a single campaign Social isn't just a brand awareness play. When you combine listening with data-driven content, it becomes a revenue engine. What business impact could your organization be driving with social?

Sometimes even the most creative campaigns don't drive immediate impact—that's an important lesson we can all learn from Swiggy's ‘tinday’ campaign. Two days ago, Swiggy Instamart ran what I consider one of the most brilliant voter awareness campaigns. They delivered free tinday (Indian round gourd) to Mumbai residents with their orders. But this wasn't a delivery mix-up. With the recent elections in Mumbai, the campaign aimed to teach people what happens when they don’t vote and someone else makes the choice for them. The campaign worked on multiple levels: 1️⃣ It was relatable—nobody actively chooses tinday, just like nobody wants to be stuck with leaders they didn't vote for. 2️⃣ The timing was perfect—right before Maharashtra's assembly elections, when Mumbai struggled with just 50% voter turnout. 3️⃣ It was simple yet impactful marketing—the message wasn't preachy, just a gentle nudge about the consequences of not voting. What fascinated me was how they turned a grocery delivery into a conversation about democratic participation across social media, secured coverage in mainstream media, and reached an estimated 9.7 crore people. Despite the campaign's reach and creativity, voter turnout remained low at around 60%. This campaign shows us two things: ↳ Marketing can create awareness, but changing deep-rooted behavior patterns requires consistent effort. ↳ We shouldn't judge a campaign's effectiveness purely by its immediate impact. Would love to hear your thoughts on this campaign. Have you seen other examples where brands have used such creative approaches to drive social change? Image source: X #swiggy #campaign #creativity

Breaking the Silence: Brands as Advocates for Men's Mental Health It is encouraging to see brands taking on a major role in an era where social consciousness is the driving force—advocacy for men's mental health. I'm thrilled to share my insights on how companies can be change agents, shattering the taboo and encouraging men's mental health as I have a strong commitment to both marketing and mental health awareness. Narratives can be uniquely shaped by brands. By presenting genuine accounts of overcoming mental health obstacles and overcoming adversity, they dispel stigmas and foster an environment conducive to candid discussions. It's time for brands to tell stories that connect with men's varied experiences and promote understanding and empathy. Awareness of mental health issues is important and affects males all over the world. One in five men  suffers from a mental disease on an annual basis, in silence. In spite of the high startling figures, males frequently encounter social stigmas and obstacles while trying to get assistance. Particularly with men, companies have started to take a more active interest in raising awareness of mental health issues in recent years. Not only are these initiatives admirable, but they also show how marketing may effectively solve significant social challenge Campaign: #RealStrength Objective: To challenge traditional perceptions of masculinity and encourage men to open up about their mental health struggles. Created a series of short films and online content featuring real men sharing their personal experiences with mental health challenges. Partnered with mental health organizations to provide resources and support for men. Launched a social media campaign using the hashtag #RealStrength to encourage open conversations about men's mental health. 2. The #RealStrength campaign generated over 100 million impressions and sparked important conversations about men's mental health. 3. Dove Men+Care saw a significant increase in brand awareness and positive sentiment among male consumers. 4. The campaign received recognition from mental health organizations for its contribution to reducing stigma and promoting help-seeking behaviors among men. The Dove Men+Care #RealStrength campaign provides valuable insights for marketers seeking to effectively promote men's mental health awareness: Adopt an authentic and empathetic approach: Understand the challenges men face in addressing mental health issues and communicate with empathy. 4.  Partner with credible organizations: Collaborate with mental health experts and organizations to ensure the accuracy and credibility of your messaging. 5. Utilize multiple channels: Reach a wider audience by leveraging a mix of traditional and digital channels, including social media, online content, and public service announcements. 6. Encourage open dialogue: Foster conversations about men's mental health by using relevant hashtags and engaging with your audience.

✍Work in Government or NFP communications or campaigns?✍ Did you know there are more than 1,000,000 people in Australia who speak a language other than English at home and have low levels of English proficiency? Unfortunately, this audience group is often left out of marketing and communication efforts even though they—like everyone else—require access to information to help them make informed decisions about their lives. So, how can you connect with this audience? 1️⃣ Well, one way is to translate your content. If you’re creating content for English-speaking audiences, think about how it could be translated for other audiences. Consider some of the most widely spoken languages in Australia, like Simplified Chinese, Arabic, Vietnamese, Traditional Chinese, and Punjabi. Or think about languages that best meet the needs of specific audiences that you're trying to reach, like recent refugees, or older populations. 2️⃣ Another approach is using in-language advertising. If you have a budget for paid ads, allocate some of it to multicultural media. For example, in Victoria, the government requires at least 15% of campaign media spending to be directed to multicultural media. An example of this could be running ads on community radio or advertising in publications like "Neos Kosmos" for Greek communities or "El Telegraph" for Arabic-speaking audiences. This helps ensure your message reaches your intended audience. 3️⃣ Finally, sometimes translation alone isn’t enough. Think about adapting your campaigns to align with cultural norms and values. Maybe your slogan or humour doesn’t quite resonate with certain communities. For example, a campaign for a health service might need to emphasise family-oriented messaging in some communities or adapt visuals to align with modesty norms in others. Working with a specialist multicultural communications agency, like Ethnolink, can help make sure your message is both culturally sensitive and impactful. So, what’s the takeaway? Commit to creating communication strategies that include all Australians. Because making your message inclusive isn’t just the right thing to do. It’s how you truly connect with the people who need to hear it most. #translation #CALD #multicultual #communications #culturaldiversity

B2B sales teams winning in Indonesia and Malaysia are adding a new layer to GTM --> community group approach. Cold outreach and ads still bring leads. But they only reach the visible 50%. The rest, the silent, referral-driven half, live in WhatsApp, Linkedin, Facebook and Telegram groups. Teams that join those spaces early don’t replace outbound, they amplify it. Warm intros appear. Demos happen faster. Deals feel easier. That’s where buyers trade stories, compare tools, and build trust long before your first message lands. We’ve seen this playbook lift pipeline quality across 10+ B2B SaaS and cybersecurity teams in KL and Jakarta. Same SDRs, same messaging, just added community visibility. Here’s how it works 👇 📢 Awareness ↳ Get seen where local conversations happen. Online Locations: - LinkedIn and Facebook niche groups - WhatsApp or Telegram industry chats - Local webinars and WhatsApp communities KPIs: - Engagement on local posts or updates Strategy: - Ask targeted prospects, which groups they trust - Join as a member, not a marketer - Share useful content and insights (plz don't share any brand logo of your company on it) they need to trust YOU first! 📚 Consideration ↳ Build familiarity through trust. Online Locations: - Community Q&A threads - Local SaaS meetups or support chats KPIs: - Replies or tags from group members - Repeat visibility in discussions Strategy: - Respond with insights, screenshots, or case snippets - Keep tone polite, Bahasa-inclusive - Offer help before you offer links 🎯 Intent ↳ Identify when buyers start evaluating. Signals: - Users asking about pricing, integrations, or ROI - Group mentions turning into DMs KPIs: - Demo requests via chat - Warm inbound leads Strategy: - Personalise outreach referencing the conversation - Use a quick voice note 🤝 Loyalty ↳ Keep customers visible in the same communities. Online Locations: Product user groups WhatsApp beta communities Local customer events KPIs: Community engagement from paying users Peer referrals and feature feedback Strategy: Share updates or early features Reward advocacy publicly Use active users as proof in future conversations The question isn’t “should we join communities?” It’s “how long can we afford not to?” ♻️ Repost so more GTM teams in APAC see how trust is actually built here.

An org in the public benefits space reached out to 15 people for work requirements research calls and didn’t get any responses. They then turned to AI research. Participant recruitment is super hard, especially in communities experiencing homelessness or food insecurity. I’m sharing some (human) approaches I’ve seen work in government, and would love any additional ideas from folks. 1. Increase the honorarium from $10. 2. Instead of pre-scheduling participants, head out into the community to literally meet folks where they are. In DC, MLK library and McDonalds have been effective. 3. Coordinate with local community groups that thoughtfully serve the populations and ask for their advice/partnership. For example, bread for the city in DC — could you attend one of their distribution events? How could you support and learn from their clients? 4. Follow up on questions / correspondence already submitted to government partners. For example, if someone had asked a question previously, following up with them to see if they’d be willing to help with a design project to help other people in their position. 5. Team up with an org trying to research a similar population and stack questions so you have half the recruitment effort and can learn from each other. 6. Hire employees that have lived experience in these communities. More people are finding themselves in these circumstances every day. What am I missing Dana Chisnell Gina Kim Mollie R. Natalie Moore Ron Bronson? What are some things you would try before having AI conduct these kinds of interviews?

I used to think awareness campaigns were a waste of money. Until one phone call changed my mind. Spoke with a CMO of a brand spending ₹2CR/month on ads. He casually mentioned how they ran a simple profile visit + awareness campaign—no big expectations or immediate sales spike. For the first few days, the numbers looked flat. But by the end of 2 weeks, something interesting happened: → Brand search volume went up by 25% → Meta Cost per 1000 account center reached dropped by 30% → New customer acquisition cost (nCAC) fell by 20% That was all the convincing I needed. We decided to test the same strategy with one of our apparel brands. Small budget. ₹2K/day. Just to see what happens. Here’s what we did: 📦 We built creatives around 3 key education gaps: People are unaware of the fabric quality People unfamiliar with the silhouettes People do not know the difference stitching makes Within 30 days: → nCAC dropped by 15% → Returning customer % fell by 15% (good sign—more new customers!) → Meta Cost per 1000 account center reached dropped from Rs 2453 → Rs 617 → Rs 393(this month) → Google brand search up 25% We didn’t change the product. We didn’t change the pricing. We just told our story better—and to the right people. Now this is part of our SOP. Awareness isn’t a top-of-funnel vanity move. If you build it around what people don’t know about your brand, it's a long-term play that fuels performance downstream. Cheers 🥂

What I learned as the lead social strategist for one of of the biggest nonprofits in the country: “Raising Awareness” is not a strategy. It’s a starting point. And far too many campaigns treat it like the finish line. Everyone and their dog has heard of The Salvation Army. People knew about the thrift stores. The bell-ringers and red kettles at Christmas. But with that familiarity came a massive Perception Gap. Most had no idea about the mind-boggling scale of social services provided by The Salvation Army. They didn’t understand how the organization operates, or exactly how donations are funneled. And this Perception Gap often posed friction to driving year-end donations, securing corporate partnerships, and recruiting volunteers. Closing that gap takes more than awareness — it requires BELIEF. That means understanding exactly what people need to know, feel, and believe before they’ll take meaningful action. Not just “we exist,” but: • Why their work matters • How it actually functions • What’s at stake if it doesn’t • Where their support fits in • And why they should care now Once we mapped that belief journey, everything shifted. Social became more than a megaphone… it became a tool for trust-building. And that’s where so many nonprofits and mission-driven orgs still get stuck: they try to skip straight to promotion without bridging the space between “we’ve heard of you” and “we trust you to solve this.” This is the real work of strategy. You build the ladder. Then you lead people up, one rung at a time. I shared the full framework — and how we applied it at scale — in this week’s Strategy-First Social newsletter. Here’s the link if you want to dig in: https://lnkd.in/ew5VkZF6

Hear me out...what if we started treating our partner programs less like siloed one-way biz-dev functions and more like a community? I've had a few conversations this week about how to keep momentum, how to build differently, and how to engage at scale. My response: build your program like it's a community. Bring the ALL together. Think about it. Your "ecosystem" technically is a community, it's just not CONNECTED like a community. But what would happen if it was? A lot of things will happen (I've seen it work). When you bring ALL of your partners together like a community, whether it's in one general Slack community, a community portal like Circles, or something as simple as a monthly gathering (Nick Salvatoriello ran a great monthly meeting for all partners at Drift). You start to see something of a network effect within your ecosystem. When you pull them all together, like a community, here's what happens: 🔸 They start to learn from each other, what's working, what's not. How to do more within the partnership. We would highlight one partner a month and the work they were doing to show the other partners what great looked like. 🔸 They start to get to know each other and work with each other. Agency partners start talking to your tech partners and begin providing services to those tech partners and now thinking about how those integrations work more holistically to service the customer and drive more usage with the customer versus you just thinking singularly about your product. 🔸 Value rises in what you are building in your program. You're no longer standing there with your hand out, you're standing there inviting them into a community that has the potential to become a serious revenue driver for their business, as you would ideally be teaching them how to do more for the collective customer base. Chances are you're already doing some of the same things a community offers, you're just doing them in random acts of delivery or one-offs. A community offers: 🗳 Tactical training 🗳 A resource hub 🗳 Events 🗳 An opportunity to network and work with others. At a minimum, your program should already be delivering on these things. Go treat your partner program/ecosystem as a community and watch amazing things happen. Be Great. Be Arcadia 🐻