Why some campaigns succeed and others flop with Lillie Brown

Not every flop is a failure of effort, often it’s a failure of strategy.

In this episode of Got Marketing?, Mia is joined by Campaign Del Mar’s community manager Lillie Brown to break down two recent brand campaigns that looked similar on the surface…but performed very differently in the wild. Think: celebrity endorsement, hero video content, big-budgets but only one of them hit the mark.

Together, they unpack what made the Bonds x Robert Irwin campaign so wildly effective (yep, it’s not just the wildlife), and why Michael Hill x Miranda Kerr felt flat despite all the polish.

If you’ve ever wondered why some brand campaigns stick while others disappear without a trace —this episode is a must.

🎧 Enjoy the episode, and if you’ve got thoughts, we’d love to hear them—send us a DM.

 

What you’ll learn in this episode:

✨ Why creativity requires constraints

✨ The (unsexy but essential) role of message clarity

✨ What made the Bonds x Robert Irwin campaign such a masterclass

✨ Where the Michael Hill x Miranda Kerr campaign missed the mark

✨ How to make lo-fi, social-first content work harder

✨ What to avoid if you’re launching a brand campaign in 2025

 

Mentioned in this episode:

• Miranda Kerr
• Robert Irwin
• Bonds x Robert Irwin campaign 'Down Under'
• Michael Hill
• Michael Hill x Miranda Kerr campaign 'A New Era'

 

Connect with Lillie Brown:

Website: https://www.lilliebrown.com/

LinkedIn: https://au.linkedin.com/in/lillie-brown

Instagram: https://www.instagram.com/sexwithlillie/

 

Ripple Festival is a two-day celebration of small business, creativity, and purpose. Nov 12 & 13, Grazeland, Melbourne.

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 (payment plan available) Visit RippleFestival.au for details

 

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