In our season opener, we sit down with Sally McLean, Head of Social at BIG W, to find out how one of Australia’s most loved retailers is keeping pace with modern mums — and winning their loyalty along the way.

Sally reveals:

• How BIG W’s social strategy shifted from polished to real

• Why comedic relief and relatability outperform product posts

• How to talk to mums without stereotyping

• The value of testing, failing fast, and learning what actually resonates

• BIG W’s vision to be every mum’s “wing woman” — not just her store“Mum is still the heart and soul of families. Our job is to make her feel seen — and make life easier.” —Sally McLean

If you're a brand wanting to stay relevant with today’s family consumer, this episode is packed with practical takeaways.

Follow BIG Won Instagram HERE and TikTok HERE

Follow Sallyon LinkedIn HERE

Follow Christie on LinkedIn HERE