What does it take to refresh a global brand like Lululemon? Ravi Hampole, SVP of Global Brand Creative, returns to Social Pros to reveal how the team has been working on a brand new identity for 2025 that connects products, people, and stories in a way that feels uniquely human. From their three core pillars to balancing authenticity and inclusivity, Ravi shares what it means to build a brand that truly moves.

Full Episode Details 

Lululemon’s new brand identity is more than just a refresh. It’s a statement about who they are and the stories they want to tell. At its core is the belief that movement goes beyond physical performance; it’s also about emotional and mental well-being. Whether it’s the energy of a run, the serenity of yoga, or simply feeling present, Lululemon's approach focuses on connecting with people on a human level.

During his conversation on Social Pros, Ravi shares how the brand uses storytelling to bring this philosophy to life. At the heart of this evolution are three guiding principles: Honest, Playful, and Vibrant. These pillars shape everything from campaign visuals to social media content, ensuring that the brand resonates with audiences on a personal level. Whether it’s through light-hearted social media challenges or bold, energetic visuals, every piece of content is designed to inspire joy, movement, and a sense of belonging.

Ravi also highlights the importance of authenticity and inclusivity in shaping Lululemon’s global presence. By working with ambassadors who bring their own unique practices and perspectives, the brand ensures their message feels genuine while reflecting the diverse communities they serve. As Lululemon continues to expand, balancing cultural sensitivities and staying true to their values remains a key focus.

In This Episode:

• 1:42 - Ravi shares what excites him most about Lululemon’s new brand identity and its focus on how products and movement make people feel
• 4:00 - How storytelling bridges the gap between product design and brand identity, with a focus on community connection and authenticity in campaigns
• 5:30 - The three pillars of Lululemon’s new brand identity: Honest, Playful, and Vibrant
• 9:31 - Ravi explains the balance between authenticity and brand alignment when working with ambassadors
• 15:18 - The evolution of Lululemon’s approach to inclusivity and representation, from showcasing diverse stories to navigating the challenges of global branding
• 22:42 - How Lululemon evaluates creative ideas to ensure they align with brand values and cultural sensitivities
• 27:27 - Why training and experience have made Lululemon’s team more confident in tackling sensitive topics and balancing inclusivity in campaigns
• 29:15 - Ravi’s advice for aspiring social pros

Resources 

• Visit Ravi’s Website
• Follow Lululemon on Instagram
• Follow Lululemon on TikTok

Visit SocialPros.com for more insights from your favorite social media marketers.

Building a successful influencer program isn’t just about campaigns. It’s about connections. On this episode of Social Pros, Kara Salazar, Senior Influencer Marketing Specialist at Southwest Airlines, takes us behind the scenes of their thriving influencer program. From truly understanding each influencer’s unique style to bringing them together for face-to-face events like Creator Day, Kara reveals the secrets to creating campaigns that feel genuine, build trust, and deliver results.

Full Episode Details 

For Kara Salazar, success in influencer marketing starts with building genuine connections. Since joining Southwest Airlines in 2022, she has focused on creating a program that prioritizes trust and authenticity. Kara doesn’t just work with influencers—she makes an effort to know their names, handles, and what makes them unique. This personal touch has turned their influencers into loyal brand advocates who go above and beyond for Southwest.

It’s not just about connections; it’s about communication. Kara explains that every influencer is different, works differently, and has unique needs. She creates space for honest, two-way conversations, often through feedback sessions designed to refine how they collaborate. These sessions allow influencers to share what works best for them—whether it’s receiving a detailed brief or a more visual guide—and ensure that every campaign feels tailored to their strengths. By listening, adapting, and making these adjustments, Kara builds trust and creates partnerships that don’t just work—they thrive.

Kara’s vision for Creator Day has also been transformative. This annual event brings influencers and the Southwest team together in person to strengthen bonds and gives influencers a deeper understanding of the brand. These face-to-face moments have turned Southwest’s influencer program into a true community, delivering campaigns that feel authentic and meaningful.

In This Episode:

• 1:29 - Kara’s role at Southwest Airlines and the origins of their influencer program
• 3:35 - Rebuilding the influencer program after COVID and proving its value to leadership
• 5:07 - How Kara measures the success of influencer campaigns
• 6:21 - Finding influencers who align with Southwest’s brand and reflect their diverse audience
• 8:22 - Building genuine relationships with influencers by getting to know them personally
• 10:23 - The importance of feedback sessions and tailoring briefs to individual influencer styles
• 12:12 - Southwest’s Big Flex campaign and integrating influencers into large-scale marketing efforts
• 13:32 - Bridging the gap between marketing teams to scale influencer campaigns
• 16:08 - Kara’s advice for navigating different goals between internal teams and influencers
• 17:47 - Experimenting with short-term affiliate campaigns to track direct revenue from influencers
• 20:44 - The story behind Creator Day and how it strengthens bonds with Southwest’s influencers
• 21:41 - How Southwest uses influencers to test new platforms like TikTok before launching as a brand
• 25:03 - Kara’s advice for aspiring social pros

Resources 

• Connect with Kara on LinkedIn
• Follow Southwest Airlines on TikTok
• Follow Southwest Airlines on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

As it’s Thanksgiving week, we’re taking a moment to look back at one of our favorite episodes with Bennie F. Johnson, CEO of the American Marketing Association. In this conversation, Bennie breaks down how AMA supports both academics and practitioners, shares his perspective on AI’s ethical and legal challenges, and even explains why LinkedIn is his platform of choice. Most memorably, he highlights why he believes marketing is equal parts art, science, and magic.

Full Episode Details 

The American Marketing Association is probably an organization you’re familiar with, and in this episode, we welcomed none other than the CEO himself, Bennie F. Johnson, for a fantastic conversation. Bennie shares some background of AMA and how it supports those on the academic and practitioner side of marketing.

We hear his thoughts on AI and the ethical and legal considerations that marketing pros need to know about – some of which differ by state and country. Bennie also explains why LinkedIn is the platform of choice for his personal brand and AMA.

Bennie shares his advice for the future marketing leaders out there, and we chat about why marketing today doesn’t just belong in the creative realm. There’s also a science to it (with a dash of magic too). He outlines how marketing pros can communicate the value of marketing to a wider organization, the importance of taking risks, and his advice for the Social Pros community.

In This Episode:

• 1:08 - How the American Marketing Association supports the marketing community
• 4:58 - Why marketers need communities more than ever
• 7:28 - How marketers can embrace AI
• 11:00 - What marketers need to know about different privacy regulations
• 13:13 - Balancing communication with community members
• 17:24 - How Bennie speaks to future marketers
• 20:38 - How marketers can communicate their value to a wider organization
• 24:46 - Why risk and curiosity are key to marketing
• 29:37 - Leading authentically in marketing
• 31:23 - Bennie’s one tip for those wanting to become a social pro

Resources 

• Join the Social Pros community on LinkedIn
• American Marketing Association
• Connect with Bennie on LinkedIn

Visit SocialPros.com for more insights from your favorite social media marketers.

Managing social media for 275 locations might sound like a daunting task, but for Dogtopia, it’s a chance to connect with dog lovers everywhere. Toni Teplitsky, Senior Director of Marketing, reveals how her team keeps content fresh, local, and heartfelt—while staying true to their playful brand. From leveraging AI to embracing the power of real, raw storytelling, Toni shares what it takes to stand out in a world full of adorable dog content.

Full Episode Details 

Dogtopia’s social media isn’t just about cute dog photos (though there are plenty of those). With 275 locations across North America, Toni and her team have mastered the art of balancing efficiency with heartfelt storytelling.

At the core of their success is authenticity. Whether it’s showcasing dogs having the time of their lives with “canine coaches,” celebrating local flair with events like Halloween parades, or capturing raw, unfiltered moments of joy, Dogtopia’s content feels personal and genuine. It’s not about polished perfection—it’s about showing the real, messy, lovable lives of dogs and their humans.

Recycling content is another key ingredient in their strategy. Instead of constantly churning out new material, Toni’s team leans on high-performing posts from the past, giving them new life and introducing them to fresh audiences. As Toni explains, not every follower sees every post, so why not highlight what already works? This approach keeps their message consistent and their content machine running smoothly.

With a clever mix of repurposed content, local insights, and emotional storytelling, Dogtopia proves that standing out in the crowded world of dog content doesn’t mean reinventing the wheel—it just takes a little creativity and a lot of heart.

In This Episode:

• 2:51 - Tackling social media’s constant changes to stay relevant
• 4:10 - Balancing Dogtopia’s corporate brand with local franchise voices
• 6:12 - How AI helps Dogtopia tweak posts at scale without losing its unique brand voice
• 7:40 - Creating platform-specific content and why speaking to each platform’s strengths is key
• 8:54 - Feeding the content machine: why UGC and raw, authentic content are outperforming polished professional shoots
• 11:19 - Ensuring Dogtopia’s content breaks through in a sea of dog-focused content online
• 12:35 - Recycling content: why repetition strengthens your message
• 14:32 - Making life easier for franchisees: how Dogtopia creates ready-to-use campaign toolkits
• 16:01 - Messaging that connects with pet parents at every stage, from first-time dog owners to seasoned pros
• 17:51 - How younger generations are reshaping trends in pet care
• 20:43 - Smart content strategies for evolving platforms—why “think smarter, not harder” is key
• 22:40 - The platforms Toni sees the most growth potential in
• 23:58 - How Dogtopia’s foundation supports veterans, students, and adults with autism through the power of dogs
• 28:23 - Toni’s advice for aspiring social pros

Resources 

• Connect with Toni on LinkedIn
• Visit Dogtopia’s Website
• Follow Dogtopia on Instagram
• Follow Dogtopia on TikTok
• Follow Dogtopia on Facebook

Visit SocialPros.com for more insights from your favorite social media marketers.

Getting your message heard in today’s crowded digital world isn’t easy, but clarity in communication can make all the difference. Steve Woodruff, the King of Clarity, shares his 4-step formula to help social marketers create impactful, memorable messaging. With insights tailored for a content-saturated landscape, Steve offers practical advice to sharpen your messaging and truly connect with your audience.

Full Episode Details 

In today’s digital chaos, clarity is your secret weapon for cutting through the noise. Steve Woodruff, also known as the King of Clarity, shares how simplifying your messaging can help you grab attention and leave a lasting impact. His 4-step Clarity Formula is designed to help marketers define their message, hook their audience, and ensure their communication hits home.

Steve reveals how understanding the brain’s natural filters—like the Reticular Activating System (RAS)—can make your messaging more relevant and engaging. He explains how techniques like crafting “memory darts” and structuring information like a pyramid can help to simplify complex ideas and make your audience remember what matters.

This isn’t just about cutting words—it’s about connecting on a deeper level. Clarity helps you build trust, align teams, and create messaging that truly resonates with your audience and inspires action. So, whether you’re navigating a flood of AI-generated content or cutting back on jargon-loaded messaging, this conversation is your blueprint for clear, effective communication.

In This Episode:

• 2:23 - Steve introduces himself and shares what he does
• 4:16 - The importance of clarity in cutting through today’s noisy digital landscape
• 7:17 - How the brain’s RAS and WIIFM principles make messages stick
• 9:20 - Staying authentic and relevant amid AI-generated content—and why clarity is the answer
• 11:50 - Breaking down Steve’s four-step "Clarity Formula" for effective communication
• 15:03 - How structuring information like a pyramid helps simplify messaging and win over stakeholders while keeping audiences engaged
• 17:57 - Why timeless communication principles still apply in the age of social media
• 20:16 - Questions social marketers should ask to ensure their messages are clear and effective
• 22:14 - Brand examples: what FedEx gets right, and UPS gets wrong about messaging
• 26:35 - Using “memory darts” to create messaging that drives referrals
• 31:26 - Steve’s advice for aspiring social pros

Resources 

• Connect with Steve on LinkedIn
• Visit Steve’s Website

Visit SocialPros.com for more insights from your favorite social media marketers.

For the past few years, we’ve seen all kinds of brands scrambling to learn more about their Gen-Z audiences. Cue a wave of brands rushing onto TikTok to learn their secrets…

But what about the Gen-Z marketers on the other side of the content? As social media natives, Gen-Z are a goldmine of social media wisdom and insights that could transform your social strategy. In this episode, we hear from Gen-Z Content Strategist, Mitchell Sauve, on how to connect with Gen-Z audiences and what this generation of marketers can do to get ahead on social.  

Full Episode Details 

Joining Social Pros this week is Content Strategist Mitchell, a colleague of our host, Hannah! He discusses a little about LT’s content team and how it prioritizes the voices of Gen-Z marketers to create fun, engaging, and scroll-stopping content. We also hear why Mitchell believes Gen-Z is the perfect generation for marketing – bringing adaptability, a love of learning, and a willingness to think outside the box.

From leveraging employee-generated content (EGC) to embracing the quirks of social media trends, Mitchell shares insights on how brands can harness the creativity and authenticity of Gen-Z to connect with their audience in meaningful ways. He shares his take on what Gen-Z marketers can do to promote their own skills and grab a seat at the table, plus why handing the reins to your Gen-Z intern could be the smartest move your brand makes!

In This Episode:

• 2:08 - Mitchell gives us an overview of his job as a content strategist
• 3:10 - How social pros can approach working with non-sexy brands (and stay motivated)
• 5:40 - How Mitchell stays motivated when working on all types of content
• 7:54 - Mitchell’s take on how social media platforms and behaviors are changing
• 10:04 - How to get marketing clients with looking beyond vanity metrics
• 13:58 - Why employee-generated content is a huge trend today
• 19:57 - Why a desire to learn and try new things are a Gen-Z marketer’s secret weapon
• 24:05 - Are Gen-Z afraid of LinkedIn?
• 29:58 - Mitchell’s top tip for aspiring social pros 

Resources 

• Connect with Mitchell on LinkedIn
• Follow Mitchell on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.

Coming to you live from Content Marketing World in sunny San Diego, Social Pros brings together content experts Robert Rose, Chief Strategy Officer at Content Marketing Institute, and Amber Naslund, LinkedIn’s Enterprise Sales Leader. Together with host Zontee Hou, they explore strategies for creating real impact on social platforms, building authentic thought leadership, and finding the sweet spot where creativity meets AI.

Full Episode Details 

Robert begins by sharing his journey with Content Marketing World, illustrating how a strong content marketing strategy has evolved from routine busywork to bold, game-changing projects. He emphasizes the need for marketers to “swing for the fences” by creating memorable content that brings real value. His concept of zero-click content encourages marketers to think beyond just drawing traffic—instead, he suggests designing content that fully engages audiences right where they are, from meaty LinkedIn posts to scroll-stopping moments across social.

Amber follows with her take on thought leadership and personal branding, drawn from her experience at LinkedIn. She talks about finding the balance between corporate guidelines and the authentic voices of individuals, revealing how brands can empower their people to be credible, relatable representatives. Her approach highlights the value of building genuine connections over polished corporate speak, showing that real credibility often starts with letting employees bring their own voices to the table.

In This Episode:

• 2:55 - The origin story of Content Marketing Institute and Content Marketing World
• 5:27 - Why marketing teams are stuck in “busy work” and how to break free
• 6:00 - The power of “swing-for-the-fences” content projects that move the needle
• 6:29 - The rise of zero-click content and how it’s reshaping social strategy
• 7:19 - Why AI adoption pressures could lead to missed opportunities
• 9:05 - “Valuable friction” and why it’s key to smarter, more effective teams
• 11:46 – Robert’s book ‘Content Marketing Strategy: Harness the Power of Your Brand’s Voice’
• 13:42 - What content marketers and marketers in general should have on their radar for 2025
• 14:05 - Why brands should rethink “other people’s platforms”
• 15:38 - Robert’s advice for Social Pros
• 17:10 - What living person Robert would have a video chat with
• 17:56 - Amber’s journey from marketer to enterprise sales leader at LinkedIn
• 19:00 - Why thought leadership is essential in today’s digital world
• 23:06 - Balancing personal brand with corporate storytelling
• 25:04 - Creating frameworks to shape and strengthen your thought leadership voice
• 26:51 - Amber’s advice for Social Pros
• 27:21 - What living person Amber would have a video chat with

Resources 

• Connect with Robert on LinkedIn
• Connect with Amber on LinkedIn
• Content Marketing World
• Content Marketing Institute

Visit SocialPros.com for more insights from your favorite social media marketers.

TikTok’s the place for dance trends, DIY hacks… and, apparently, for reviving iconic products from the ‘80s! When Lenox’s Spice Village collection started trending on the platform, it sparked a social media success story that no-one saw coming. Caitlin Gillard, Social Media Marketing Manager at Lenox, joins us to share how her small but mighty team turned TikTok virality and real-time feedback into a full-on product relaunch, proving that sometimes, the fans know best.

Full Episode Details 

Lenox’s iconic Spice Village collection may have started its journey back in 1989, but thanks to TikTok, it’s making a serious comeback! Who would’ve thought that decades later, a beloved kitchen staple would find a new generation of fans through social media? Caitlin tells us how the Spice Village collection went from nostalgia to viral sensation, sparking a relaunch.

Though the Lenox social media team may be small, they certainly didn’t just sit back and watch the buzz unfold—they dove headfirst into the conversation. By listening to what TikTok fans were saying and engaging directly with their feedback, they brought Spice Village back at the original price from 1989! Caitlin explains how this customer-first approach didn’t just revive a beloved product, but also led to new ideas and innovations for the brand’s future.

Caitlin also shares how her team manages the balancing act of keeping Lenox active across platforms like Instagram and TikTok. She emphasizes the importance of knowing “who you want to be following you” and how focusing on the right audience helps create genuine, lasting connections. Whether you’re trying to boost engagement or revive a legacy product, Caitlin’s insights offer valuable lessons for any social pro.

In This Episode:

• 2:04 - Caitlin’s role at Lenox and how her small social media team is making a big impact
• 5:20 - The story behind the Spice Village revival and the importance of social listening
• 10:32 - How an unexpected TikTok virality took Lenox by surprise and influenced their strategy for engaging younger generations
• 12:47 - Caitlin reflects on the internal reactions to the TikTok buzz and the valuable lessons learned along the way
• 16:35 - The coolest moments of the Spice Village revival and a glimpse into future plans at Lenox
• 17:26 - The importance of real-time feedback and why comments are driving product innovation at Lenox
• 22:26 - Social media platforms Lenox uses and the strategies for each
• 24:38 - Caitlin on the importance of knowing "who do we want to be following us" on TikTok
• 26:56 - How Lenox uses metrics and feedback to tell the full story of their social efforts
• 35:55 - Caitlin’s top tip for an aspiring social pro

Resources 

• Connect with Caitlin on LinkedIn
• Follow Lenox on Instagram
• Follow Lenox on TikTok
• Lenox Website
• TikTok Magic: How Four Brands Cashed In on Going Viral

Visit SocialPros.com for more insights from your favorite social media marketers.

Candy fans unite! This episode is for you. Grab your favorite flavor of Nerds or indulge in some controversial candy corn and tune in to hear Annie Belgrade, Senior Manager of Integrated Content Marketing at Ferrara Candy Company, talk about finding the sweet spot in your social strategy. 

Full Episode Details 

Annie Belgrade joins us in the run-up to Ferrara Candy Company’s busiest time of year aka the “Super Bowl” of candy season, Halloween. With months of advance planning to real-time engagement, she reveals how Ferrara keeps its finger on the pulse of candy conversations across social media.

She talks about the challenges of managing multiple brand personalities under Ferrara Candy Company and how her team assigns unique voices to each depending on the audience that favors each brand. Conversations over social media with each brand are the results of tireless manual work, seeking out trending topics and candy talk on each platform. The result? Authentic and relatable content that feels like you’re chatting to a friend with a sweet tooth. 

We hear how Ferrara Candy Company manages both organic and paid social, and why “LoFi” content is their preferred style over presenting a “polished façade.” As a bonus, Annie also shares a secret recipe that might just convert the candy corn haters. 

In This Episode:

• 3:41 - An introduction to Annie’s role at Ferrara Candy Company
• 4:39 - How Annie’s team manage content during the busy holiday season through social listening and organic engagement
• 7:22 - The importance of manual work over automation
• 10:35 - A candy corn combo that might even convert the haters
• 11:42 - How Annie’s team manages accounts for at least 10 different brands
• 14:22 - How they determine which brands and platforms get more attention
• 16:27 - Why paid and organic social should complement each other
• 18:28 - Why “LoFi” content is gaining popularity
• 19:22 - What bugs vs. excites Annie about working with social media
• 21:53 - Annie shares her experience of winning a film fest award on TikTok
• 25:01 - How Ferrara Candy Company works with influencers and got a surprise endorsement from Kylie Jenner
• 28:58 - The most important social channels for Annie’s team
• 30:12 - Annie’s predictions for the future of content and influencer marketing
• 32:42 - Annie’s top tip for those aiming to become a social pro

Resources 

• Connect with Annie on LinkedIn
• Ferrara Candy Company

Visit SocialPros.com for more insights from your favorite social media marketers.