Bean Soup Theory, Internet Backlash and LSKD’s running campaign

Ever posted something online and thought it was pretty straightforward…only to find yourself in the comments defending a point you never actually made?  Welcome to the internet. I’m back after a three-month break, and this episode is a proper brain dump. No neat bow, just what’s been rattling around in my head. First up: Bean Soup Theory. A slightly ridiculous name for something very real, the expectation that every piece of content should be tailored to me, personally. And when it’s not? Outrage, misinterpretation, and comment-section chaos. We unpack why this happens and why it messes with your head more than you’d like to admit. Then I break down a campaign from LSKD that genuinely impressed me. It tackles women’s safety while running (a very real issue), but still manages to sell product without feeling forced or tokenistic. There’s a lot to learn here… and one mistake they made that most brands are still making. And finally, AI. Apparently, we’re all meant to ditch ChatGPT and hand over the keys to our entire digital life to Claude Code. I’ll walk through what’s being promised, what’s actually useful, and where I think people are getting a little too trigger-happy. If you’re building a brand online right now, this episode will help you: – Stop overcorrecting for loud critics – Think more clearly about campaign execution – And not lose your mind every time the internet takes your content sideways   References mentioned Vibinggranolamom (TikTok creator behind the “Bean Soup Theory”) Kookai Reel Roxy Jacenko house lottery discussion part 1 Roxy Jacenko house lottery discussion part 2 LSKD campaign “She Runs But She’s Never Really Running” Megan Winter, Lume Marketing Kajabi Claude Code Kellee Eriksson   Come Say Hi If Bean Soup Theory has ever smacked you in the face mid-comment section, I want to hear about it. Find me on Instagram → @campaign_del_mar   Extras → Get the backstage pass on Substack → Explore Marketing Circle → Get Mia’s marketing calendar   This episode was produced by Laura McRae from Podcast Support Services