Behind the Campaign

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.

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/

 
Follow Behind the Campaign for more behind-the-scenes marketing stories, and don’t forget to subscribe or leave a review. 

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

For more about Hijinx Marketing, visit our website.

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.

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.

 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.

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.

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.

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.

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.

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.