Behind the Campaign

What if your customers were also your best investors — and your investors became your most loyal customers? Jason Fishman, CEO of Digital Niche Agency (DNA), has spent years cracking the code on a marketing niche most agencies never touch: digital campaigns that raise capital. In this episode, Jason breaks down how equity crowdfunding marketing actually works, why half of all campaigns fail, and w...

What does it take for a B2B startup to go from "we sponsored a car" to an activation the next year that included 53 billboards across central Indiana? In this episode, I'm talking with Sterling Curran, COO, and Troy Purdue, Director of Marketing at SalesAI — an AI messaging and voice agent platform based right here in Indianapolis. They break down how they turned an IndyCar sponsorship into a full...

What happens when a 41-year-old luxury accessories brand shoots a real campaign in Miami — and an AI-generated one featuring the south of Italy — at the same time? Dario Markovic, CEO of Eric Javits, joins Andi to break down exactly that. He shares how his team built an AI creative workflow from scratch (mood boards, storyboards, Figma, and all), the surprisingly hard part about getting AI to rend...

What does it take to get a fidget jewelry brand onto the Paris Fashion Week runway — with no apparel experience and a team of dancers as stylists? In this episode, Andi talks with Tammy Nelson, founder and CEO of CONQUERing, about the brand's "Facets" campaign and how a goal written in a Wonder Woman journal became one of the most talked-about brand moments for this small business. They cover how...

What happens when a social enterprise decides to grow in front of everyone — publicly setting a goal of 100 new clients in 12 weeks? Andy Choi, founder and CEO of DoGood, joins Andi to break down exactly that. Andy shares how a "build in public" campaign became more of an awareness play than a sales push, why most people don't actually need a 501(c3), and what he'd do differently if he ran it agai...

What if the most valuable content you create all year comes from your biggest event — and you're only using it once? In this episode, Andi Robinson talks with Caroline Kite, Marketing Manager at Swoogo, about a content marketing campaign designed to help event and field marketing teams get more out of their flagship corporate event. Caroline breaks down how they built an anchor guide, ran a virtua...

What does it look like when an artist says goodbye on their own terms? In this episode of Behind the Campaign , Andi Robinson talks with Darryl Sharp Jr., a senior motion designer who worked on the creative campaign behind Childish Gambino’s final album. From animated Apple Music cover art to the larger film-and-music rollout, Darryl shares how subtle motion design helped tell a bigger story about...

What does it take to launch a sustainability-focused brand partnership without triggering backlash or accusations of greenwashing? In this episode of Behind the Campaign , Andi Robinson sits down with Matt Kovacs and Erinn Lynch from Blaze PR to break down the Boxed Water and Alaska Airlines collaboration. They walk through how the partnership came together, why PR - not advertising - led the camp...

What happens when a Pinewood Derby car design becomes a full-scale NASCAR race wrap? In this episode of Behind the Campaign , I sit down with Laurren Darr of Zachary Tinkle Racing to break down a national collaboration with Scouting America that blended storytelling, STEM education, and brand values into one standout campaign. Laurren shares how the idea came together, how responsibilities were di...

Ever wondered how to brand seven unique restaurant concepts within a single historic location without causing brand fatigue? Join host Andi Robinson as she sits down with Kim Beechner and Victoria Baumle from Embark Marketing to pull back the curtain on the Creamery District campaign in San Antonio. From transforming an old milk factory into a thriving hospitality hub to navigating construction de...

What does it really take to turn a brand collaboration into a full sensory experience? In this episode of Behind the Campaign , Andi Robinson sits down with Jack Shaw, co-founder of Laykhaus, to talk through how scent, storytelling, and shared values shaped a standout collaboration with Sonora Resort. Jack explains how Laykhaus approaches co-creation, from developing signature scents inspired by p...

 A bourbon brand’s story becomes a masterclass in marketing craft. In this episode, Scott Purcell of Man of Many shares how his team brought Angel’s Envy to life for Australian audiences through rich storytelling, stunning videography, and a deep look at the people behind the spirit. He walks through the strategy, production, and collaboration that shaped the campaign, along with insights into lon...

What happens when a toilet paper brand meets a beloved video game? In this episode of Behind the Campaign , Andi Robinson chats with Kiku Gross, senior copywriter, about how Cottonelle brought its Down There Care campaign into Animal Crossing —with a little help from T-Pain and Jenny Yang. Hear how a lighthearted joke in a Zoom brainstorm turned into a cultural moment that redefined creative brand...

What happens when a brand turns spreadsheets into choreography? In this episode, Carl Ronander, VP of Marketing at Funnel, joins host Andi Robinson to share how the “Make Data Dance” campaign transformed the way marketers think about data. From redefining Funnel’s brand story to connecting emotional storytelling with analytics, Carl explains how the team balanced creativity and performance—and cut...

What happens when a marketing and product experience agency rebrands itself? In this episode, Andi Robinson talks with Chelsea Douglass , Director of Marketing at Innovatemap , about the agency’s bold decision to “turn the mirror inward” and run its own brand process on itself. Chelsea shares lessons learned from leading a rebrand inside a creative agency — from the importance of research and coll...

What does it take to market a cause as complex — and sometimes controversial — as public education? In this episode of Behind the Campaign , Andi Robinson talks with Jenn Lisak Golding , Founder & CEO of Sapphire Strategy, about the nonprofit initiative Our Public Schools Work . You’ll hear how this campaign: Amplifies positive stories about Indiana’s public schools while navigating criticism...

In this episode of Behind the Campaign , Andi Robinson talks with Dominik Angerer , CEO of Storyblok , about the Joyful Headless c ampaign—a rebrand designed to show how content management can be joyful instead of frustrating. Dominik explains how customer feedback inspired the concept, how Storyblok balances the needs of both marketers and developers, and the ways AI is transforming everyday work...

How do you market a small community theater with limited resources? Jenn Byers from Byers and Beyond Marketing walks us through her campaign for Attic Theater’s National Volunteer Month, highlighting the power of storytelling, creativity, and grassroots marketing.  Want to see the video version? Check out the Behind the Campaig n playlist on YouTube . For more about Hijinx Marketing, visit our web...

How do you market a data-heavy report to a new audience? And how do you choose which of your many channels to use? In this episode, Amy Higgins from Cloudflare joins me to talk about this interesting campaign. Want to see the video version? Check out the Behind the Campaig n playlist on YouTube . For more about Hijinx Marketing, visit our website .

How do you create a marketing campaign without access to the product? That was one of the challenges faced by Borshoff when developing the campaign for the new Alligators and Crocodiles exhibit at the Indianapolis Zoo. Learn about the fun they had interviewing kids and how the idea of creating a rap commercial came to be.  Guests: Dominique Gilmour, Vice President, Client Services, Borshoff and Co...

Chef For Hire serves residents of Indiana and Ohio, including those who are homebound and children, with nutritious and delicious meals. They embarked on a new model that lets their clients choose their meals. They needed a way to communicate this to those who needed to know. Learn how they did research, used psychology, and came up with a robust campaign for this unique new offering.  Guests: Reb...