Behind the Campaign

Hijinx Marketing
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  • MARKETING

Take a sneak peek behind the curtain of your favorite marketing campaigns. Learn how they came up with their ideas, what their goals were, and more. Each episode highlights campaigns that you may have seen out in the wild. We ask the marketers behind the campaigns the questions you were wondering about. 

Episodes

  1. 6D AGO

    Ep. 12 - The Creamery District San Antonio

    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.

    33 min

  2. 12/15/2025

    Ep #11 - Laykhaus // Sonora Resort Collaboration

    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.

    22 min

  3. 11/27/2025

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

    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.

    29 min

  4. 11/10/2025

    Ep. #9 - Cottonelle // Animal Crossing

    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.

    27 min

  5. 10/27/2025

    Ep. 8 - Funnel // Make Data Dance

    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.

    28 min

  6. 10/13/2025

    Ep. 7 - Innovatemap Rebranding

    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 rebrandHow to align internal teams during big brand changesWhy collaboration (not silos) determines rebranding successThe importance of authenticity in today’s marketing environmentWant to see the video version? Check out the Behind the Campaign playlist on YouTube. For more about Hijinx Marketing, visit our website.

    29 min

  7. 09/29/2025

    Ep. 6 - Our Public Schools Work

    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.

    32 min

  8. 09/15/2025

    Ep. 5 - Storyblok // Joyful Headless

    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.

    32 min

  9. 09/02/2025

    Ep. 4 - Attic Theatre // National Volunteer Month

    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.

    20 min

  10. 08/18/2025

    Ep. 3 - Cloudflare // Security Signals Report

    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.

    28 min

  11. 07/21/2025

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

    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.

    34 min

  12. 07/03/2025

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

    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.

    29 min
  • 12 Episodes

About

Take a sneak peek behind the curtain of your favorite marketing campaigns. Learn how they came up with their ideas, what their goals were, and more. Each episode highlights campaigns that you may have seen out in the wild. We ask the marketers behind the campaigns the questions you were wondering about. 

Information

  • Creator
    Hijinx Marketing
  • Years Active
    2025 - 2026
  • Episodes
    12
  • Rating
    Clean
  • Copyright
    © 2026 Behind the Campaign
  • Show Website
    Behind the Campaign