Behind & Beyond: Women Who Have Changed The Marketing Experience
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2 min
I’ve said it once and I'll say it again - we want more than just a product. Experiential marketing is in, and your postbox flier and occasional email isn’t cutting it anymore.
We want the full experience. The whole spiel we see from influencer’s PR unboxings, and brand trips, free goodies and the excitement of meeting the face of the business in person - all that stuff. We want connection, we want to be seen, and we want something tangible.
Four young females in the marketing and business space have embraced this new era face first, tapping into immersive, community-driven strategies, and shown us what it takes to take brand engagement from mediocre to unforgettable.
The wave of experiential marketing:
Caitlin Emiko
(Creative Mastermind for Community Building)
Caitlin Emiko’s campaign for Grill’d on TikTok is what caught my attention. It was bold and felt like it went against all the rules of building an online community - which is what made it pure genius! Instead of opening doors wide, she shut them.
Her client’s account went private, turning your standard burger business into an exclusive club, tuning into your desire to belong to something that isn’t available to all. In just 30 days, follower count surged by 350%! She managed to maintain engagement and following through intentional content: rare BTS, exclusive giveaways, and influencer collaborations.
Katie Gulle
(Turning Brands Human)
While Jaz Handmade probably isn’t the first to do this, Katie Gulle charmed our FYPs and set the ball rolling and the bar high for Employee Generated Content (EGC)! Showing behind the scene glimpses of coworker friendships, fun challenges and team building activities has made us feel like we’re also a member of the team!
She uses a combination of raw content, vlogs, trends and dances to keep the business relevant. We feel invested in the people at the office, and want the best for the business, and by treating us as one of them, we experience their brand authentically as if we are friends.
Jess Hunt
(The Gift of The ‘Influencer Experience’)
The creative force, director and founder of REFY, the former influencer knows that connection is everything. Jess Hunt focuses on fostering personal relationships with her loyal community, making them feel seen, heard and special.
In her most recent launch campaign, Jess drove the streets of London in a vintage convertible, hand delivering gift bags straight to the offices of her customers; but this is not new for her! She has also swapped your typical influencer brand trip for long-time loyal customer trips - what a life to live.
Ilyia Liu
(Empowering Through Masses)
A woman of many endeavours, Ilyia Liu has founded and run many successful multi-million dollar businesses. Good thing she’s a girls’ girl - she aspires to share her success through mentorship so we can all live our dream lives!
Through Girls in Business and Make It Happen, she has created spaces for like-minded women both online and in person to connect, grow and chase their dreams together. Her approach shows experiential marketing goes beyond a good campaign - it’s also the people you surround yourself with, and having a good support system at your fingertips.
It’s not about loud ads but creating moments, memories and communities. Marketing looks nothing like it did 10 years ago - and these trailblazers are only some of the many who are redefining what marketing means today!
Experience it all, Beauties x
