My Best Campaign
By Monday Creative Inc
What was so special about it? How did it change the trajectory of the business or their career? What went wrong? What were the magic ingredients that made it work?
Marketing Molly Baz’s mayonaisse empire | Avery Hairston, VP Marketing, Ayoh
Avery Hairston thinks it's time for brands to think like content creators. In this episode he talks about how CPG brands can take the playbook from internet personalities to fuel growth—we explore the impact of set-piece marketing campaigns, the role of the founder personality in marketing, and at what point brands should reach "escape velocity" to stand on their own beyond a founder.
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Unreasonable Hospitality by Will Guidara
How to pop-up at Paris Fashion Week | Sidney Baptista, Founder & CEO PYNRS
When it seems like every single brand is popping up at major events, how can small up-and-comers stand out and make a mark with a tiny budget? In this episode, Sidney Baptista—founder of PYNRS Performance Streetwear—walks us through what he learned by activating his brand at Paris Fashion Week. He talks about innovative event formats and how to break out of industry patterns. He also talks about how to land great-fit brand partnerships, and settles the question of whether he is Jay-Z's latest fashion influence.
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Gabby Thomas, Olympic Gold Medalist
TrailblazHers Run Co & Newton Police lawsuit resolution
Desiree "Des" Linden, "Queen of Boston"
Mike Peck, Brooks Creative Director
Huckberry's Foolproof Rules for Branded Content | Danny Segal, VP Brand & Creative Brami
Huckberry has long been the benchmark for branded documentary content—iconic series like Dirt, Shop Class, and Huckberry Homes have racked up millions of views for the brand. Danny Segal is the creative director who kicked this content engine into gear. We talked about the key ingredients of brand content collaborations, how to hit the right balance of content and commerce, and he spilled his best trove of inspiration right now.
LINKS
https://www.dannysegal.wtf/
https://www.linkedin.com/in/danielgsegal/
https://enjoybrami.com/
SXSW for Marketers: What to Do, See & Skip (Insider's Guide)
Heading to SXSW? This is the guide I wish I'd had on my first trip. After eight years attending South by Southwest, I've figured out exactly how marketers can get the most out of the week—from scheduling strategy and what sessions to prioritize, to what to wear, what to eat, and how to navigate Austin without any FOMO.
In this video we cover:
- Where to stay & how to get around
- What to pack (including the shoe rule)
- How to plan your sessions (and when to ditch your plan)
- Why panels are overrated & what to attend instead
- The #1 way to network at SXSW
- Brand activations worth your time
Whether it's your first time or your fifth, there's something here for you.Drop your questions in the comments — and let me know if you'll be there. The Monday team will be on the ground as always.
#SXSW #SXSW2026 #MarketingStrategy #SXSWGuide #ContentMarketing #MarketingTips #Austin #SouthBySouthwest
Amanda's Brand + Marketing Trend Predictions 2026
Every year we make a series of predictions that sit at the crossover of marketing and active / outdoor / wellness brands. We call it our Crystal Baller. This is the 6th edition—the second to make it on My Best Campaign. From cortisol to vintage gymwear, it's a non-so-comprehensive list of what we'll all be talking about in 2026.
LINKS
Read the original Crystal Baller post
Good Thinking Podcast
The Business of Fashion Podcast
Articles of Interest Podcast
Running Supply Substack
The Sweat Lookbook Substack
As Seen On Substack
Fitt Insider email
The Future Party email
Satisy Running: I think I saw you on my run today
Diadora's Cinematic Social
Shawna Olsten on My Best Campaign
Coperni’s probiotic "bacteria-infused" clothing
Melani Masarin’s Nightshade on Substack
The Power of Community (+ A Really Good Workout) | Brogan Graham, November Project
Brogan Graham built a global fitness revolution with 250,000 committed members across the globe. We sat down, literally on the floor at The Running Event, to talk about how he did it and what brands can learn about growing organic communities and foster die hard fans. We cover: how to turn fans into evangelists. What is the right amount of friction for a branded event? And what is the biggest barrier that makes it impossible for some brands to partner with local community crews.
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Ep.27 Caryn Wasser, Chief Brand Officer, Little Spoon | The biggest food launch in Target's history
Baby food sensation, Little Spoon spent a decade as a DTC brand, building a massive following through customer-first thinking and killer—unconventional—brand partnerships... think Graza, Rachel Antonoff and Dusen Dusen. But this year, it did the biggest single brand food launch Target has ever seen: 23 products across six different aisles. Caryn Wasser has led marketing for all of it and has thoughts about what brand moments to seize vs ignore, and how to make the leap from pure ecomm to retail sensation.
LINKS
Little Spoon Taylor and Trave memes
Little Spoon + Rachel Antonoff
Little Spoon + Grillo's Pickles
Ep 26. Niclas Bornling, CMO Shibumi Shade (ex Salomon, Black Diamond, New Era, Keen, Houdini) | The Algorithm is Killing Creative
When it comes to advertising, what is the far edge of edgy? How much risk is too risky? Niclas Bornling thinks maybe we're playing it too safe, and letting the algorithms dumb down creativity. In this episode, he talks about his days at Salomon and the campaign that almost cost the brand its biggest retailer. We look back at the heyday of print advertising in ski and snowboarding and consider what we can bring to our marketing and brand campaigns today.
LINKS
Fact check: 3,000 injuries a year by beach umbrella. One death.
Ep 25. Austin Hodges, Global Chief Marketing, Growth & Design Officer, Nuna | This is Your Sports Partnership Masterclass
Austin Hodges was running NBA partnerships at adidas when he got tapped to make what might sound like a surprising leap: lead global marketing at a baby brand. Since then he brought the adidas sports partnership playbook to life at Nuna—and Nuna's sub brands, Tavo and Hedgren—totally changing the game in marketing to parents. This episode is a masterclass in sports partnerships. It's also an incredible lesson in leadership—Austin spells out his distinct approach that has rocketed him from a single brand CMO to global oversight of three verticals for three brands.
Ep 24. Victoria Lozano, CMO, Crayola | How to Turn a Brand into a Theme Park
Remember that shiver of excitement that comes with opening a fresh box of 64-count crayons? That's what Crayola CMO Victoria Lozano has been capturing for more than 15 years. In this episode we dive deep into the world of location-based brand experiences, creating original brand IP and how to keep a campaign fresh when it runs over multiple years. She even gives the secret to getting a competitive brand management role without an MBA.
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Ep. 23. Julie Igarashi, VP Creative Director, Nike | How To Become a Nike-Worthy CD
When you get a Nike VP on the show, you make the most of it. Julie Igarashi joined us to give the MBC treatment to 3 iconic Nike campaigns: the Air Max Day campaign that took over Shinjuku and garnered millions of views on Youtube; the Jordan sneaker revival in Japan that pushed the brand from #9 to #1 in youth consideration; and the global 2024 Paris Olympic campaign that marked a major reset for Nike. What's more, she gives us a playbook for working your way up at Nike, and a window into how Nike cultivates world-class creative ideas.
LINKS
Nike Secret Tournament World Cup 2002 campaign
Faith Kipyegon Breaking 4 attempt
You Can't Win, So Win Super Bowl campaign
Nike Unlaced at Paris Fashion Week
Is Nike Finally Winning With Women?
Nike Japan Air Max Day 2022 campaign
Naomi Osaka, Awich, Yuto Horigome and Hiroshi Fujiwara courtside in Jordans
Ep 22. Charlie Grinnell, Founder, Right Metric (ex Red Bell, Aritzia, Arc'teryx) | Red Bull's Social Media Playbook
Charlie Grinnell was one of the creative brains behind the viral Red Bull Raw 100 video series. In this episode he talks about the birth of Raw 100 and why it worked. He also goes deep into how to build a social calendar and budget that give you flexibility to jump on cultural moments, his process for inventing a viral content category, strategies for how to allocate your social ad spend, and his theory of how to work with the social algorithms right now.
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Ep 21. Katie Wilson, Co-founder, BelliWelli | The Silly TikTok Skits that Led to 2,000% Brand Growth
Katie Wilson believes in trial and error, but she had no idea that her days of consumer research in the vitamin aisle at Walmart would unlock a viral TikTok strategy and 2,000% growth. In this episode she talks about how she cracked the code, how she evolves her TikTok strategy to keep up with algorithm, and why she's newly a believer in brand building that doesn't show an immediate ROI.
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Ep 20. Jen Gurecki, Founder & CEO, Coalition Snow | Should Your Brand Be on Substack?
Jen Gurecki is downright famous (infamous?) in the outdoor industry. She's outspoken, unabashed and not afraid to center women/their businesses/their pleasure. But more importantly, she runs the only women-owned and operated ski and snowboard manufacturer in the world—a business she grew by sharing her personal journey and using her incredible voice. It makes her brand a perfect fit for Substack. In this conversation, we discuss the ingredients for a successful Substack and how to run a sale that doesn't damage your brand.
LINKS
Jen's Go Fund Me - Donate to Cancer Messed with the Wrong Bish
The Portable Feminist Reader, ed Roxanne Gay
Letters from an American - Heather Cox Richardson's Substack
Ep 19. Brianna Showell, VP Marketing, Reef (former Nike, Prana) | How to build and scale a marketing team from scratch
Meet the fixer who will build your perfect marketing team. Brianna Showell spent 20 years at Nike—starting with the mysterious coveted role as an EKIN, moving on to product line management before roles as Global Brand Director for Innovation and for Nike Kids, then finally as VP of Marketing for Nike Swim.
It set her up for VP Marketing roles at two timeless California brands, Prana and Reef. In this episode, she talks about the single non-negotiable for high-impact creative: hiring world-class teams.
We talk about the one quality every marketing leader needs, the first hire a CMO should make, and at what point you need to switch from hiring generalists to specialists. It's a masterclass on building your marketing team whether you're starting from ground zero, or cleaning up an existing team.
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Liquid Death x Mary Ruth's - Killing Clowns Campaign
Ep 18. Gillian Damborg, Creative Director, Aisle & Somedays (former lululemon, Saje, Lush) | The TikTok formula that saved a small business
How do you get massive results on a tiny budget? Gillian Damborg cracked the code with a viral social campaign for period care brand Aisle. She had one shot and to save the business and sell 20,000 pairs of underwear. With a budget of CAD $30,000 the brand had a return of nearly CAD $1.1 million. In this episode, she spells out the formula for the video series that made it happen.
Watch this episode on YouTube
Episode Links:
- Save the Period Aisle landing page
- Save the Period Aisle video
- Megan Lee: Save my boomer mom's Light Shop
- Brood Care - Gill's business
- Kelly & Kelly - podcast production agency
- Lauren Bercovitch - Director
- Amanda's Crystal Baller 2025 Predictions
- Willet linen bedding
- Blume beverages
- Christine Day
From our sponsor
Ep 17. Ryan Eckel, CMO, Diadora | The brand film that hit Tribeca and won an Emmy
When he was a VP at Dick's Sporting Goods, Ryan Eckel asked a simple question: what if we replaced just one 60-second TV spot with an anthemic full-length documentary? The result was a pair of films that hit film festivals, won awards and put Dick's in a new tier of brand equity. In this episode we hear how he did it, and follow Ryan's journey from speechwriter to head of marketing at Puma. We find out why he went from one of retail's biggest names to a scrappy running startup, and why he's now cast his lot with an Italian brand you might only remember if you grew up in the '90s.
EPISODE LINKS
From our sponsor:
Ep 16: Ty Haney (Outdoor Voices, TYB, Joggy) | How Outdoor Voices fostered 10,000 engaged brand ambassadors
In some circles, Ty Haney needs no introduction. She became an icon for millennial women when she launched her activewear brand, Outdoor Voices, as a sparky 23-year-old. She quickly became a DTC powerhouse and saw huge success raising capital and turning Outdoor Voices (or OV as it was widely known) into the coveted uniform for active living.
Ty left OV in 2020 (not the story we're telling here, but a fascinating one to read up on), took a beat, and went on to start two new projects: a better-for-you energy drink called Joggy and a brand loyalty platform called TYB—short for Try Your Best.
In this conversation, we talk a lot about loyalty, TYB and how Ty used community to grow Outdoor Voices into a cult brand with more than 10,000 engaged ambassadors. But there's a secret lesson to cult-brand building in this episode too. Listen closely. We think you'll learn a lot.
Episode links
From our sponsor:
Ep 15. Shawna Olsten, (Aritzia, SAXX, Native Shoes, Quiksilver) | Kendall Jenner, “Shoe-gate” and Aritzia’s star-studded Super Puff Campaign
How much did Kendall Jenner really get paid for Aritzia’s Super Puff campaign? That’s one of many secrets divulged in this expansive episode with Shawna Olsten. Shawna led marketing creative at Aritzia when the brand went big on the Super Puff. She pulls no punches as she shares the highs and lows of that star-studded campaign. She also tells us how to get the most out of user-generated content (UGC) and how Aritzia has managed to perfect the brand retail experience.
My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.
Mentioned links
Episode 14. Katie Dreke, DRKE (ex Nike, adidas, Droga 5, IDEO) | Get Nike's Playbook for Building a Global Loyalty Program
No brand has fans like Nike has fans. In this episode, the architect behind their global membership program, Katie Dreke, gives us a look behind the curtain of their omnichannel loyalty program and how it evolved out of a stand alone performance training app.
We talk about how Nike created an indispensable feedback loop with their most devoted customers and Katie shares the one tiny hack that unlocked an extra $2 million in revenue for Nike Japan. We went deep in this one and Katie really pulled back the curtain on what worked, what didn't and how she managed to get a massive, global matrixed organization on the same page about loyalty and membership.
Katie Dreke has had a global career in agencies and brands—from IDEO, Weiden + Kennedy and Droga 5 to adidas and Nike, with stints in Tokyo, Sydney and Amsterdam. Today she is the founder of DRKE in Portland, where she bridges brand, systems-thinking, digital transformation and story-craft to design emotionally meaningful, and financially powerful, products and experiences for human beings and planet Earth.
LINKS
Nike Membership via Nike app
Read about Wexley School for Girls
Episode 13. Nicks Ericsson, CMO Keen (former UGG, J.Lindeberg) | How to Revive a Brand: The Story of UGG’s Global Comeback
How to Revive a Brand: The Story of UGG’s Global ComebackUGG boots were massive when they launched in North America. They came onto the scene with huge Y2K energy and gradually seemed to fade into midwest suburban obscurity. But today they’re back in a big way, largely due to the leadership of Nicks Ericsson. In his 11 years with UGG—in global roles focused on brand, product marketing, and purpose and sustainability—he helped double the brand’s revenue, making it a significant part of the Deckers portfolio.
In this episode, he tells us how they brought UGG back into the cultural conversation, explains the “UGG Eclipse,” and spells out the ingredients of a great celebrity brand collaboration. Then he shares what drew him to his latest role at Keen Footwear, how their sustainability mission plays out, and how to drive purpose at global public companies vs private owner-led companies.
My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and follow us on your fave podcast app. It helps us grow.
Episode 12. Crystal Baller: Amanda’s Industry Predictions
We’re mixing it up! In this episode Amanda shares her annual Crystal Baller—her roundup of emerging cultural, marketing and product trends that will shape the market for outdoor, active and wellness brands. She’s got 9 trends she’ll be watching for in 2025, and tips for how your brand can respond to the cultural moment.
Read the original Crystal Baller article, and past editions here.
My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.
Episode 11. Nicholas Lammie, Global Brand Director, EA Sports FC | From FIFA to EA Sports FC: The rebrand that will reach a billion fans
EA Sports FC (formerly FIFA) has an audacious goal of reaching one billion soccer fans with their games and digital properties—and Nicholas Lammie is leading the charge for the brand. He also led the brand through a monumental relaunch when EA and FIFA dissolved their partnership after 30 years. He shares how they did it, launching around the world with 200 partners—including David Beckham, ManCity and Real Madrid—simultaneously. He also shares how he scored his first job at EA, and how he gathered 17 of football’s greatest in one studio for a single photoshoot.
My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.
Episode 10. Luke O’Shea ex Mons Royale, Rapha, Fox Sports, Asics | Behind Rapha Rides: 21 cities and 21 films in 12 months
Content was the secret to Rapha’s huge rise in the cycling world, and Luke O’Shea has the story of how a small global team made 21 films around the world in just a year. As the head of Marketing and Sales for Asia Pacific he oversaw many of them, and he shares how they built consistency across continents, while keeping the films locally relevant. We talk about secrets to working in founder-led companies, and the arc of Luke’s 20-year career that spans his early days at Asics to his current photography projects with Sydney FC and endurance sports.
My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.
Episode 9. Didi Bethurum, Chief Communications Officer, Meow Wolf | Boldly unbranded—how the power of mystery worked for Meow Wolf
Meow Wolf is a surrealist fever dream—a large-scale psychedelic wonderland with five locations. And Didi Bethurum is at the helm of the creative team that keeps selling out openings in cities like Las Vegas, Houston and Denver. Sometimes that means taking big creative risks, like a teaser billboard campaign that doesn’t even name the brand. Didi walks us through the steps that made Meow Wolf’s Denver launch a landmark success.
My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.
Episode 8. Braden Hoeppner, VP Marketing + Digital, FYidoctors - How to build a global omnichannel brand from scratch in one year
Braden Hoeppner has been a driving force behind major brand success stories—FYidoctors, Herschel Supply, Saxx underwear and Clearly—but in this episode we’re learning from a brand that (initially) failed. Working at Kit and Ace was a once-in-a-lifetime opportunity—a brand fully and liberally funded by the family behind lululemon. Braden and the K+A team were tasked with growing a billion-dollar brand in three years. Spoiler: it didn’t happen. But having limitless resources meant trying things that had never been done: building a custom ecomm site that could scale globally, opening 60 stores in 5 countries in one year, and a road trip in a giant copper Airstream.
Braden tells the story and practical learnings about brand storytelling, performance marketing, holding things loosely, and the major marketing inflection points shaping our work.
My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.
Episode 7. Michelle Lazar, former Director of Brand Marketing, Athleta - The ingredients for athlete sponsorship magic
Women’s apparel brand Athleta has totally flipped the model of athlete sponsorship on its head—breaking all the usual rules. Their roster includes true icons: Simone Biles, Alicia Keys and Allyson Felix. Seasoned marketer Michelle Lazar helped bring these partnerships to life across the brand’s many touchpoints, and she shares with us how they happened, what made them work, and the lucky breaks that turned into major cultural moments.
Find Michelle on Linkedin and heck out her latest project Community Academy.
My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.
Episode 6. Cassondra Spring, Global Brand Manager, Liv Cycling - Is event sponsorship worthwhile bang for your buck?
Liv is arguably the leader in the world of women’s cycling, and for the last three years they’ve made a huge splash by sponsoring the industry’s biggest event: the Tour de France Femmes. Liv’s Global Brand Manager, Cassondra Spring, tells us how they do it, what they get out of it, and how they turn that kinetic energy of on-the-ground event marketing into a lasting relationship.
My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.
Find Liv Cycling at the Tour de France Femmes and on Instagram
Episode 5. Talia Goldstein, Founder + President, Three Day Rule Matchmaking- How to scale word-of-mouth marketing
Match-making is a one-to-one business, and for Talia Goldstein, Founder + President of Three Day Rule Matchmaking, growing her own business required that same personal touch. She explains how brands can fuel the fire of word-of-mouth and create a playbook for PR to seize those lucky media breaks when they happen.
My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.
Episode 4. Jeanine Pesce, Founder, This is Range - Should you make a branded magazine?
Jeanine Pesce is the oracle of the outdoor industry—for more than 20 years she has informed trends in culture, brand and product. For years her magazine Range was the go-to resource for industry insiders to see what’s new and test out-of-the-box creative. She talks about the pros and cons of print content marketing and how it built her brand.
My Best Campaign is brought to you by Monday Creative. Follow us on LinkedIn and Instagram and stay tuned for when a new episode drops.
Episode 3. Sneaker Steve Patiño, Founder, Ales Grey - The brand that MTV built
The brand that MTV built
Sneaker Steve was running Global Special Projects at DC Shoes during its multimillion dollar growth run. Find out how he built the brand through celebrity partnerships and some major MTV moments, and how he’s gone on to build his own sustainable footwear company, Ales Grey.
My Best Campaign is brought to you by Monday Creative. Follow us on LinkedIn and Instagram and stay tuned for when a new episode drops.
Episode 2. Katie Boston-Wilson, CEO, BelliWelli - The making of a viral billboard campaign
The making of a viral billboard campaign
BelliWelli seized a moment and latched onto the “Hot girls have…” meme, and then made it entirely their own. Find out how strategic billboards helped this CPG brand build a die-hard fan base. Katie Boston-Wilson, CEO of BelliWelli, has the tea.
My Best Campaign is brought to you by Monday Creative. Follow us on LinkedIn and Instagram and stay tuned for when a new episode drops.
Episode 1. Adam Saraceno, CMO, Peak Design - The parody video that garnered 4.7 million views
The parody video that garnered 4.7 million views
Peak Design was built almost entirely on Kickstarter. Now, their YouTube videos—including one parody that takes on Amazon Basics—are keeping it in the spotlight. Adam Saraceno, CMO at Peak Design tells us how they did it.
My Best Campaign is brought to you by Monday Creative. Follow us on LinkedIn and Instagram and stay tuned for when a new episode drops.
This is My Best Campaign!
Amanda Lee Smith, CEO of Monday Creative, talks to some of the world’s best marketers to hear their path into marketing, and the story behind one career-defining campaign—their first global spot, a major rebrand, a video that went viral, or maybe something that just changed the way people saw their brand.