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In this episode of Fluent in Marketing, host and founder of Margo, Paige Hewlett, chats with Aisha Hakim, an independent creative director, to explore the dynamics of small brand marketing through social media. They discuss the importance of understanding and tapping into internet culture, the impact of effective social media strategies exemplified by the Harris campaign, and the challenges big brands face with agility and approval processes. The conversation provides valuable insights for small business owners on how to navigate social media platforms, engage with younger demographics, and establish a genuine brand identity in the digital age.
Show Timeline
00:00 Introduction to Fluent in Marketing
00:07 Aisha Hakim Background and Current Projects
01:29 The Harris Campaign's Innovative Social Media Strategy
02:41 Challenges for Brands in Adapting to Modern Marketing
05:34 The Importance of Social Listening and Cultural Awareness
06:51 Adapting Marketing Strategies for Small Businesses
16:13 The Role of Experimentation in Marketing
16:57 Unique Brand Strategies and Their Impact
19:36 Conclusion and Final Thoughts
Episode Overview
The conversation starts with a discussion about the Twitter post that kicked off this conversation, and a deep dive into the social media strategy employed by the Kamala Harris campaign.
Aisha highlights how this approach has set a new standard for engaging with younger demographics, particularly those under 40. She emphasizes the critical importance of speed, cultural relevance, and authenticity in today's marketing landscape, noting that even traditionally conservative entities like presidential campaigns are now embracing more dynamic, responsive communication styles.
Aisha illuminates the challenges large corporations face in adapting to the fast-paced nature of social media trends. Echoing the many marketers in the wings, she argues for the need to trust marketing professionals and give them the autonomy to make quick decisions, drawing a stark contrast with the outdated approval processes that can stifle creativity and relevance.
But it's not just about big brands and political campaigns. Aisha translates this for small businesses navigating the complex world of social media marketing. She advocates for experimentation and finding an authentic voice, citing examples like Steak-umm and Liquid Death as brands that have successfully carved out unique identities through unconventional approaches.
Throughout the episode, Aisha's insights underscore a central theme: the power of authentic, culturally tuned-in communication in building strong brand identities and meaningful connections with consumers.
Notable Quotes
- "To be a successful brand, it's not just 'Oh, we're talking to young people.' We're talking to teenagers like you really need to be tuned in to the culture of the internet for anyone under 40."
- "Hiring people to be tuned in to social and conversations, and what's popular is what's capitalistically best for your business."
- "No one is expecting that from small brands. I think the more public, the bigger, the more iconic, people have different expectations of brands."
About Aisha Hakim
Aisha Hakim is an experienced marketing professional based in Boston. She has worked in the advertising industry for over 12 years, including two years at 72 and Sunny. Aisha is currently working as a consulting/freelance creative director, tackling various marketing challenges for different brands. You can find Aisha on Twitter/X and or through her website.
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