What happens when you drop £30,000 on an influencer and the sign-ups never show?

In this episode of Embracing Marketing Mistakes, Andy Lambert, co-founder of ContentCal, author of Spheres of Influence and now Principal Manager of Product at Adobe Express, unpacks two costly growth errors: overinvesting in performance ads and running a transactional influencer campaign that barely moved the needle.

Andy explains why demand capture can look like growth until it suddenly stops, and how “pilot” influencer tests often fail because trust is not built in a week. He shares the practical reset that followed: tighter audience focus, creators who genuinely use the product, stronger community signals, and personality-led brand building that supports revenue over time.

If your paid media efficiency is slipping, your influencer spend feels underwhelming, or you are trying to rebalance brand and demand, this episode will help you avoid the same expensive mistakes. 

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