Iyia Liu Built $3.5M in a Year. Now She's Doing It Again With Claude, Meta + FMCG | Marketing Masters

$3.5 million in her first 12 months of business at 21. Multiple brands built and sold across shapewear, supplements, haircare, gifting, fashion and now FMCG. Three seasons of Boss Babes. Four thousand founders coached through Make It Happen.Iyia Liu has done it.And she's still building.Her newest brand, Brewe Iced Coffee and Matcha, is rolling into Woolworths supermarkets in June, five months after launch. Buyers told her that doesn't happen. It's happening.What makes this conversation different is the timing. Iyia is launching a brand right now, in 2026, with every lesson from a decade of brand-building plus a stack of tools that didn't exist when she launched her first business. Claude in the workflow. Meta's new algorithm rewriting paid social. The mass micro-influencer affiliate model. FMCG as a whole new game. And it's working.So we asked her to walk through the entire playbook. Not the highlight reel. The actual mechanics.What you'll hear in this episode:The principle behind every brand she's built ("people will literally just buy what other people buy")Why she'd run zero paid ads on day one of a new business in 2026How she's using Claude to set up Meta ad campaigns end to end without touching a buttonThe six-angle creative framework she uses to generate 85 ads for one campaignThe mass micro-influencer affiliate model behind one Shopify brand doing $500 million in three yearsThe outreach volume game most founders are losing (message 100, not 5)Why $1 on email returns $36, and the founders still ignoring itHow community got Brewe into Woolworths five months after launchThe exact pricing formula she uses across every brandWhy this is the slowest business she's ever grown, and what she's learning from itIf you're building a brand, scaling a brand, or thinking about starting one, this is the most practical hour of marketing you'll listen to this year.🎧 Chapters00:00 The one principle behind every brand Iyia has built03:30 Why she'd run zero paid ads on day one of a new brand05:00 Mass micro-influencers and why founders are messaging too few people07:00 Macros, micros, nanos: when each one actually earns its fee08:30 Using Claude to build a full Meta ad campaign without touching a button10:00 Meta's algorithm change and what it means for creative11:00 The 50 to 100 creatives rule (Iyia is running 85)12:00 The six-angle framework with the playground client example14:30 The tools and tabs Iyia opens every morning17:00 How she decides what to test and what to bin18:00 The Comfrt case study: $500M in three years on mass micro-affiliates20:00 Two posts a day, every day, and who actually runs it21:00 How community got Brewe into Woolworths in five months23:00 Why FMCG broke every e-commerce assumption Iyia had28:00 The collab strategy: influencer marketing without the influencers30:00 The DM outreach volume game (message 50 to 100, not 5)32:00 The highest-paid influencer she's ever worked with33:00 Affiliate marketing in New Zealand and what to call it instead35:00 Sampling, manufacturing and vetting suppliers36:30 The retention mistake Iyia made across multiple brands37:30 Why $1 on email returns $3639:00 The three-channel mix Iyia gives every client in 202641:00 Pricing: buy at $20, mark up to $80, bundle the rest44:00 The why: from a dingy flat to a green oasis and two kids46:00 The juggle, hiring family, and what comes nextHosted by Zania GuyMarketing Masters is the podcast about the marketers building the brands we actually buy from.zaniaguy.com