Behind the Campaign

Ep. #20 - SalesAI Sponsors an IndyCar

Hijinx Marketing — Mon, 25 May 2026 12:00:00 GMT

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 city-wide brand awareness campaign, why they built interactive AI agents into their billboards, and what they're doing differently in year two. If you've ever wondered how small teams pull off big activations, this one's for you. Subscribe and leave a review so more marketers can find us.

Ep. #19 - Behind the Campaign - Real Models vs. AI Models: Eric Javits' Live Campaign Test

Hijinx Marketing — Mon, 11 May 2026 12:00:00 GMT

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 render a high-quality product accurately, and what Meta's hook rate data is telling them so far.

For more information on Eric Javits, visit https://ericjavits.com/.

If you like what you hear, subscribe and leave a review.

Ep #18 - CONQUERing // Paris Fashion Week

Hijinx Marketing — Mon, 27 Apr 2026 12:00:00 GMT

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 Tammy and her team developed the campaign concept, why community was central to every decision, what Tammy would do differently, and why one very specific turtle prototype ended up walking the runway.

For more information about CONQUERing, visit https://myconquering.com/ (use code ANDI10 to save 10% off your order)

For more information about CONQUERing’s Paris Fashion Week looks, visit https://myconquering.com/pages/paris-fashion-week

For more information about Hijinx Marketing, visit https://hijinxmarketing.com/

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Ep #17 - Do Good // NaaS

Hijinx Marketing — Tue, 14 Apr 2026 12:00:00 GMT

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 again. If you're rethinking your go-to-market strategy or trying to find product-market fit, this one's worth your time.

For more information on Do Good, visit them at https://www.dogoodpoints.com/

Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

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Ep #16 - Swoogo // Event Marketing Year Round

Hijinx Marketing — Mon, 23 Mar 2026 12:00:00 GMT

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 virtual roundtable with Purple Cork, extended the campaign across multiple channels, and kept it running for months. They also discuss the challenge of internal alignment and why long-game, always-on campaigns often outperform short-term tactics. Tune in, subscribe, and leave a review if you found this helpful.

For more about Swoogo, visit https://swoogo.events/

For more about Hijinx Marketing, visit https://hijinxmarketing.com/

Ep. 6 - Our Public Schools Work

Hijinx Marketing — Mon, 29 Sep 2025 14:00:00 GMT

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 and misinformation.
Engages diverse audiences — from parents and voters to educators and legislators — with a clear, authentic message.
Balances storytelling, paid social strategy, and reputation management in a highly charged digital space.

Whether you’re a marketer in the nonprofit sector or simply curious about how strategic communication can influence public perception, this conversation offers practical lessons in message clarity, stakeholder alignment, and crisis planning.

Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep #14 - Boxed Water and Alaska Airlines

Hijinx Marketing — Mon, 02 Feb 2026 13:00:00 GMT

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 campaign, and how the teams prepared for scrutiny around taste, recycling, and cabin waste. You’ll hear how audience targeting, media strategy, and frontline education all worked together to move the needle in a very visible way.
Follow the show, leave a review, and subscribe for more behind-the-scenes campaign stories.

For more about Boxed Water, visit https://boxedwaterisbetter.com/

For more about Blaze PR, visit https://www.blazepr.com/

Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep #15 - Childish Gambino - Bando Stone & The New World

Hijinx Marketing — Mon, 16 Feb 2026 13:00:00 GMT

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 legacy, apocalypse themes, and artistic closure. They also discuss experiential marketing, creative direction in music, and how AI fits into modern design workflows.

To watch the trailer for Bando Stone & The New World, visit https://youtu.be/V44EenldJQs?si=BxMdIF9cPoLIa0qZ

For see Darryl's work, visit https://www.darrylsharp.com/works/grid-view

Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep. 12 - The Creamery District San Antonio

Hijinx Marketing — Mon, 05 Jan 2026 13:00:00 GMT

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 delays and launching niche brands like jazz lounges and chic coffee shops, this episode is a masterclass in integrated marketing. Discover how they balanced individual brand "vibes" with an overarching district identity through strategic SEO, social media, and authentic storytelling.

For more information on The Creamery District, visit https://www.thecreamerysatx.com/

For more information on Embark Marketing, visit https://www.embark-marketing.com/

Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep. #9 - Cottonelle // Animal Crossing

Hijinx Marketing — Mon, 10 Nov 2025 11:00:00 GMT

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 activation during the COVID lockdown. Kiku also shares her lessons on pitching bold ideas, working remotely, and staying true to your creative instincts.

Learn more about Creative Ladder: https://www.creativeladder.org/

Follow or subscribe to Behind the Campaign for more behind-the-scenes stories from the marketing world.

Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep #13 - Tinkle Racing and Scouting America

Hijinx Marketing — Mon, 19 Jan 2026 13:00:00 GMT

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 divided across organizations, and what it took to execute across social, broadcast, print, and live race environments. You’ll hear practical lessons on partnerships, cause-based marketing, and campaign coordination at scale.

For more about Zachary Tinkle Racing, visit their website: https://www.zacharytinkle.com/

For more about Scouting America, visit their website: https://www.scouting.org/

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Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep. 5 - Storyblok // Joyful Headless

Hijinx Marketing — Mon, 15 Sep 2025 12:00:00 GMT

In this episode of Behind the Campaign, Andi Robinson talks with Dominik Angerer, CEO of Storyblok, about the Joyful Headless campaign—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 workflows inside the CMS. From major branding overhauls to creative activations, this episode explores how a clear identity shift can drive results and reshape perception.

Perfect for marketers, developers, and anyone curious about the intersection of content strategy, branding, and technology.

Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep. 3 - Cloudflare // Security Signals Report

Hijinx Marketing — Mon, 18 Aug 2025 13:00:00 GMT

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 Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep. 4 - Attic Theatre // National Volunteer Month

Hijinx Marketing — Tue, 02 Sep 2025 10:00:00 GMT

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 Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep. 8 - Funnel // Make Data Dance

Hijinx Marketing — Mon, 27 Oct 2025 10:00:00 GMT

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 acquisition costs in half along the way. If you’ve ever wished data felt a little more inspiring, this conversation will get you moving.

Learn more about Funnel at funnel.io

Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep. 2 - Borshoff // Indianapolis Zoo - Alligators and Crocodiles!

Hijinx Marketing — Mon, 21 Jul 2025 19:00:00 GMT

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 Colin Dullaghan, Sr. Writer, Borshoff

Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep. 1 - Chef For Hire // Meal Choice Campaign

Hijinx Marketing — Thu, 03 Jul 2025 15:00:00 GMT

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: Rebecca Bormann, CEO of RB Consulting Agency, and Jeff Scheck, EVP of Chef for Hire

Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep #11 - Laykhaus // Sonora Resort Collaboration

Hijinx Marketing — Mon, 15 Dec 2025 14:00:00 GMT

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 place to extending the story across visuals, postcards, and guest experiences. The conversation also explores purpose-driven marketing, environmental commitment, and why the best partnerships are built for the long term—not one-off campaigns. Subscribe, follow, and leave a review to catch more behind-the-scenes marketing stories.

Learn more about Laykhaus: https://www.laykhaus.com/

Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep. 7 - Innovatemap Rebranding

Hijinx Marketing — Mon, 13 Oct 2025 12:00:00 GMT

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 collaboration to managing expectations and maintaining authenticity. You’ll hear how Innovatemap approached rebranding with honesty, empathy, and strategy — and why “risking being human” is the new standard for modern brands.

Topics include:

The value of doing real customer research before a rebrand
How to align internal teams during big brand changes
Why collaboration (not silos) determines rebranding success
The importance of authenticity in today’s marketing environment

Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.

Ep. 10 - Man of Many // Angel's Envy

Hijinx Marketing — Thu, 27 Nov 2025 20:00:00 GMT

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 long-form brand content, authenticity, and evolving marketing roles. If you enjoy hearing how marketers build thoughtful, human-centered campaigns, this one’s for you.

For more information about Man of Many or Angel's Envy, visit their websites:

- https://manofmany.com/
- https://www.angelsenvy.com/us/en/

The full video for Angel's Envy discussed in this episode can be found at https://www.youtube.com/watch?v=XThs3SZqs1w

Want to see the video version? Check out the Behind the Campaign playlist on YouTube.

For more about Hijinx Marketing, visit our website.