Thrive Collective’s Post

Is Demand Gen just 'great marketing'? Yeah, But it helps to have a category for it when talking about it internally As Adam Holmgren says: "If I said internally that I'm only focussing on building brand awareness, I'd probably get killed" Unless you're part of a mature organisation and you have a large marketing team, the reality is you're going to have to both build the brand, AND make sure that you can tie certain efforts to revenue It's not necessarily about tying specific activities, but your efforts as a whole to revenue

Let’s talk about The Chicken Wine 🐓🍷 You might know it as Famille Perrin’s wildly popular bottle featuring—you guessed it—a chicken on the label. But here’s the thing: nobody called it by its actual name. On social media and among fans, it was simply “the chicken wine.” Instead of trying to fight this quirky nickname, the brand listened. Famille Perrin leaned into the buzz, rebranding their limited-edition packaging to proudly embrace The Chicken Wine. The result? An instant hit that cemented its status as a fan favourite, broadened its appeal online, and gave sales another big boost. It’s a masterclass in how tuning in to your audience can lead to next-level success. So, what can you learn from this? 1️⃣ Lean Into the Narrative: If your audience has created a story or nickname around your brand, don’t shy away—embrace it. It’s their way of connecting with your product, and playing along makes your brand feel approachable and fun. 2️⃣ Stay Socially Aware: Social media is often where these trends and conversations start. Monitor what your customers are saying, and don’t be afraid to adapt based on what resonates. 3️⃣ Have Fun With It: Marketing doesn’t always have to be serious. When brands show they’re willing to have a little fun, it builds authenticity and loyalty. 4️⃣ Keep Listening: Whether it’s a viral nickname or feedback on your products, your customers are a goldmine of ideas. The more you listen, the better you can serve them. Famille Perrin didn’t just sell wine—they tapped into a story their customers had already created. So, small business owners and marketers: the next time your audience tells you who they think you are, take a moment to really listen. You might just find your next big idea! #MarketingTips #SocialListening #BrandStorytelling #CustomerEngagement #DigitalMarketing #SmallBusinessTips #WizardPiInsights

It's easy to believe that in today's crowded market, the more loudly you shout, the more people will hear you. However, real marketing feeds on honesty rather than noise. Consumers nowadays are more savvy and discriminating than ever; they look for businesses that share their beliefs rather than just those that demand attention. Being authentic entails establishing credibility, providing real value, and adhering to your brand's essential characteristics. Creating messaging that speak to the true needs and goals of your audience is more important than merely promoting a product. Authenticity-focused brands build stronger relationships with their consumers, converting them from consumers into devoted supporters. Strive to be the most authentic rather than the loudest competitor. Because, at the end of the day, people don’t just buy products—they buy into the stories and values behind them.

How Kanchan Jewellers sparked a viral sensation: The 3 Insider Secrets 🚀 When a post goes viral, there’s always more to the story than just luck. Here’s what really happened behind Kanchan Jewellers’ latest viral post: 1. The Story Hook: People don’t just connect with brands—they connect with stories. Kanchan Jewellers didn’t just showcase their product, they shared a compelling journey that made followers root for their success. 2. Timing is Everything: Kanchan Jewellers picked the perfect moment to strike! Their post went live during a key festive season when people were already in the mood for something special. 3. Engagement Strategy: This is the golden rule. It wasn’t just about posting and waiting—it was about actively responding to comments and amplifying the conversation. Every interaction was intentional and personal. 💡 Takeaway: It’s not magic. It’s strategy, story, and timing. Curious to try this for your brand? P.S. Repost this ♻️ and share how you plan to apply these tips! #ViralMarketing #BrandStrategy #JewelleryBusiness

This marketing campaign highlighting the recent announcement of the collaboration between Chamberlain Coffee and 818 Spirits is genius — for a few reasons. ☕️🍸 1 — it’s highly entertaining and engaging, capturing the audience instantly using humour, status, and creative direction. 2 — it captures youthfulness in the way that two successful businesswomen merge together to create a collaborative product, that is trend-worthy and hyped, as well as aesthetically pleasing. 3 — the story that surrounds this campaign perfectly incaptulates the mix between seriousness (the product) and humour (the face of the brand). So, this just proves the fact that marketing campaigns need to be highly engaging, creatively directed well, able to communicate effectively to tell a story, which in return invites the consumer them to unpack the true value of the product. Keen to see more collaborative campaigns similar to this across multiple channels. What are your thoughts? 💭 #marketing #chamberlaincoffee #818spirits

Every week in my newsletter I share a little history around marketing Tomorrow's edition is all about having a plan, a strategy, a clear path to get you from where you are to where you want to go This is what De Beers Group had to do when they were looking at how to change consumers concept of diamonds for rings We can learn a lot about what brands have done in the past to shape how they grew and apply it to our businesses today. If you want more stories like this drop a comment or DM with 'Thoughts' and I'll send you the link

🔥 Attention is easy. Retention is power. 🔥 Let’s get real: chasing attention is overrated. Sure, you can grab eyes 👀… but without retention, it’s just noise. A strong brand doesn’t just collect followers; it creates believers. Here’s the problem with the “Pied Piper” model 🎶 — hype-only brands eventually leave people disillusioned, doing more harm than good. Want to really make an impact? 👉 Deliver on your brand promise. Keep people engaged by building trust and delivering real value. In the end, the brands that fulfill their promises build the kind of loyalty hype can’t buy. 💯 Do you agree? 💬 Are we too focused on attention over loyalty? #BrandLoyalty #AttentionVsRetention #BrandPromise #CreateBelievers #MarketingTruth #BrandTrust #DavidMastersGroup

Why do brands suddenly have beef with each other on social media? 🤔 Let’s talk about the latest #marketing trend… From fast food chains throwing shade to clothing brands roasting their competitors… Everyone seems to be getting sassy online. 🌶️ Why? Because it grabs attention. It makes people laugh. And it definitely gets the likes, shares, and comments rolling in. But here’s the thing… Not every brand can pull this off. It’s a fine line between being clever and just plain cringey. 😅 Brands like Wendy's and ALDI USA have mastered the art of the roast. They know their audience. They stay true to their voice. And they keep it playful, not petty. But if your brand isn’t naturally witty or your audience doesn’t vibe with sarcasm… It can backfire faster than you can say “delete tweet.” 🚨 So, should you jump on this trend? Maybe. Maybe not. It all depends on your brand's personality and your audience's taste. But whatever you do… Be #mindful. Be #careful. Be you. And if you’re not sure where your brand stands… Choose wisely. Choose Mama's media. 😉

How does a canned water brand become worth $1.4 billion in 7 years? Here’s how ↓ Liquid Death proves that no industry is too "boring" to market. They took the oldest, most saturated product on earth—water—and turned it into one of the hottest brands of the year. How? They didn’t sell “purity” like everyone else. They flipped the script with bold, rebellious marketing. Their tagline? “Murder your thirst.” Instead of the usual health-driven campaigns, they made drinking water cool—especially for non-alcohol drinkers who were tired of choosing between sugary sodas or bland 0% beer at events. Liquid Death's founder, Mike Cessario saw musicians hiding their water in energy drink cans to “fit in.” He turned that insight into a brand that blended in where it mattered—from bars to festivals. And they nailed the execution: - A can that looks more like beer than water. - Fun, edgy content with a massive following on TikTok and Instagram. - Collaborations with rock legends like Metallica and influencers like Travis Barker. Next time you see a can of Liquid Death, remember: It’s not just water—it’s target market fit done right.

“Ramp & Bump”! This clever approach, visualized here, blends brand building (the long game) with sales activation (short-term wins) to boost your brand’s impact over time. I think of it like dating—you’ve got to impress on date one (sales activation) with charm and wit, but if you want a lasting relationship, you need trust, connection, and shared values (brand building). A quick promotion (discount codes, flash sales) is like a dinner date that impresses instantly but won’t keep them coming back unless there’s substance. On the other hand, consistently building your brand’s identity and story (loyalty programs, social impact) builds a solid base of committed followers. Next time you’re crafting a strategy, don’t just chase the bumps (quick hits). Invest in the ramp—it’s what keeps customers around, laughing at your jokes, connecting with you on a human level and wanting more! #BrandBuilding #ContentStartegy #BrandVSPerformance