{"podcast":{"title":"Got Marketing?","slug":"got-marketing-4488813","podcast_index_feed_id":4488813,"rss_url":"https://app.kajabi.com/podcasts/2147492560/feed","website_url":"https://www.campaigndelmar.com/podcasts/got-marketing","image_url":"https://kajabi-storefronts-production.kajabi-cdn.com/kajabi-storefronts-production/file-uploads/site/118550/podcasts/071bcc-5c63-43ad-8210-df6bd7d45e2_Got_Marketing_2025.png","author":"Mia Fileman","episode_count":131,"summary":"Most marketing has the shelf life of a trending sound. This is Got Marketing? where we unpack campaigns, marketing news, and what actually lasts.","last_synced_at":"2026-07-16T08:22:07.060929+00:00","page_url":"https://stenobird.com/podcast/got-marketing-4488813"},"episode":{"title":"Dirty Secrets & Brutal Pickups: Two campaigns worth obsessing over with Lillie Brown (Ep119)","slug":"dirty-secrets-brutal-pickups-two-campaigns-worth-obsessing-over-with-lillie-brown-ep119","published_at":"2025-11-05T18:00:00+00:00","page_url":"https://stenobird.com/podcast/got-marketing-4488813/dirty-secrets-brutal-pickups-two-campaigns-worth-obsessing-over-with-lillie-brown-ep119","show_page_url":"https://stenobird.com/podcast/got-marketing-4488813","url":"https://www.campaigndelmar.com/podcasts/got-marketing/episodes/2149109084","audio_url":"https://app.kajabi.com/podcasts/medias/2149109084.mp3","summary":"Two recent campaigns that prove clever beats polished every time. This week on Got Marketing? , Mia is back with fan-favourite guest and CDM Community Manager, Lillie Brown , to unpack two standout campaigns. From a heritage gardening brand to a challenger pet food company, these campaigns couldn’t be more different but both deliver lessons in brand storytelling and cultural connection. First up, Seasol ’s “Dirty Old Secrets”, a witty, intergenerational campaign that turns a humble seaweed tonic into a cultural moment. With eccentric Aussie gardeners and cheeky storytelling, it proves even dirt can sparkle with the right creative lens. Then, Lyka ’s “The Brutal Pickup,” a hilarious Halloween-timed horror spoof about dog owners’ worst nightmare: the sloppy poo pickup. It’s bold, gross, and brilliantly clever, turning gut health into must-watch marketing. The episode also touches on ethical marketing and the subtle but important issue of the male gaze in advertising; how even great campaigns can unintentionally reinforce outdated narratives, and why it’s on us as marketers to do better.   What you’ll take away from in this episode: ✨ How Seasol’s Dirty Old Secrets built an enduring brand platform through humour and heritage ✨ The power of intergenerational storytelling in modern campaigns ✨ Why Lyka's disruptive “Brutal Pickup” works, and how timing amplified its success ✨ When (and how) to use grossness, taboo, or discomfort in marketing without crossing the line ✨ The ethical responsibility of marketers to challenge the male gaze and go deeper in creative critique ✨ Why challenger brands must be loud, and legacy brands must defend their market leadership ✨ What Airbnb got wrong (and how not to lose your brand edge to performance marketing) ✨ How brand campaig…","meta_description":"Two recent campaigns that prove clever beats polished every time. This week on Got Marketing? , Mia is back with fan-favourite guest and CDM Community Man…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1777,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/got-marketing-4488813/episodes/dirty-secrets-brutal-pickups-two-campaigns-worth-obsessing-over-with-lillie-brown-ep119/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/got-marketing-4488813/dirty-secrets-brutal-pickups-two-campaigns-worth-obsessing-over-with-lillie-brown-ep119.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}