Dirty Secrets & Brutal Pickups: Two campaigns worth obsessing over with Lillie Brown (Ep119)

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the subtle but important issue of the male gaze in advertising; how even great campaigns can unintentionally reinforce outdated narratives, and why it’s on us as marketers to do better.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 campaigns build long-term equity beyond the conversion cycle Campaigns and episode mentions: Seasol: https://www.seasol.com.au/dirty-old-secrets/ Lyka: https://lyka.com.au/ Airbnb: https://www.thedrum.com/news/airbnb-cmo-ditching-performance-marketing-big-bold-brand-campaigns   Connect with Lillie: Website: https://www.lilliebrown.com/ Instagram: https://www.instagram.com/sexwithlillie/ LinkedIn: https://www.linkedin.com/in/lillie-brown/   Connect with Mia: Connect with Mia on LinkedIn Follow got marketing? on Instagram   Get the backstage pass to Got Marketing? on Substack. The ideal companion to the show and place to share your thoughts about the Got Marketing? podcast episodes.   Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast or send us a DM.    🎷 Ripple Festival Nov 12 & 13, Grazeland, Melbourne: see you there? Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now. Visit RippleFestival.au for details 👩‍💻 Mia and the Campaign Del Mar team use and love Kajabi; it powers our whole business. Try it free for 30 days with Mia's exclusive link.    Still here? Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands.