Should you’re beginning off the 12 months with a bunch of execs demanding explosive development in 2026, you will like this creator’s refreshing take: “Your model would not have to be cherished by everybody. Even for those who’ve captured simply 3% of the market, your model can keep alive.”
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Whereas I am conscious “staying alive” is extra disco anthem than advertising purpose, her level holds: Attempting to attraction to everybody in 2026 is not going to work… and it additionally would not have to.
Crafting robust advertising that resonates with a loyal group of lovers is best than Hail Marying your model on a billboard in Occasions Sq..
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Jemma Wu
Built-in Advertising and marketing & Partnerships Strategist
- Enjoyable reality: Joined the founding group of the moment magnificence model By no means Have I Ever with a gaggle of pals from the inventive business. In simply two years, totally bootstrapped and constructed from scratch, they scaled the model into retailers like City Outfitters, PacSun, and World Market, whereas reaching $1.5M in complete DTC and wholesale gross sales.
- Declare to fame: Helped manufacturers together with The Odd, CeraVe, TikTok Store, and Crocs obtain a median 51% gross sales enhance inside six months by way of genuine viewers connection and totally built-in advertising campaigns.
Lesson 1: Nice advertising lives on the intersection of seeing the forest and analyzing the bushes.
Wu approaches TikTok movies and vogue by way of the identical lens.
“Coming from a designer background again within the day, I used to be a doer. Now, at any time when I see one thing, [whether it’s] advertising content material or a garment, my first response is: ‘How did they make this? What instruments did they use? How did they reduce it? What’s the angle they used?‘”
These questions have served her properly in advertising. She’s very detail-oriented, and cares as a lot in regards to the sensible execution of promoting as she does the high-level imaginative and prescient.
It is a lesson we will all lean into in 2026: Certain, the slide decks and Zoom conferences crammed with buzzwords like omni-channel development have a time and place, however each leaders and ICs have to take duty for understanding the nitty-gritty that goes into advertising.
As soon as you’ve got ironed out the big-picture imaginative and prescient, it is price taking a while to ask the second-, third-, and fourth-level questions that assist create robust advertising content material. Whether or not you are main the marketing campaign or in-the-weeds, you need to care simply as a lot in regards to the tone, copy, and visuals as you do in regards to the high-level messaging.
Lesson 2: Genuine neighborhood trumps follower depend.
Viewers measurement would not matter almost as a lot as viewers curiosity does.
Throughout her time as advertising director at a TikTok Store associate company, Wu as soon as generated $350k in income on an eight-hour livestream with creator Avery Mills (a 90 Day Fiancé alum).
Mills has roughly 500k TikTok followers. Nothing to sneeze at, however solely half the viewers measurement of one other influencer Wu labored with who had 1m+ followers — and solely generated $5K in six hours.
Mills could have seemed like a much less optimum funding on paper, however she delivered 70X extra income in comparison with the higher-profile creator.
Mills was tasked with promoting a fragrance bundle… to a TikTok following who’d by no means had an opportunity to odor the fragrance in actual life. Speak about a troublesome promote.
And but she was capable of rack up $350k in gross sales by interesting to her viewers’s pursuits and making real connections with them.
As Wu describes it: “She knew what her viewers needed. Not everybody loves vanilla — like I personally wouldn’t use that. However [Mills knew] her viewers is loopy about it. She’s a great salesperson.”
The lesson right here is twofold: 1) Belief smaller-scale creators who’ve engaged audiences relatively than merely chasing vainness metrics, and a pair of) as soon as you’ve got employed that creator, allow them to lead the present. They know their viewers higher than you do.
Lesson 3: Bought a small price range? Flyers in Washington Sq. Park work, too.
“I do know what it is prefer to work with a $1 million price range. You’ll be able to ask helicopters to point out up, vehicles, prefer it’s a vogue present. However when you do not have that price range, there are many free ways.”
Wu as soon as requested individuals to place flyers round New York Metropolis, telling individuals a few free contest in Washington Sq. Park. Folks confirmed up, somebody hosted the competition, they usually bought tons of free content material from it.
Should you’re not as inquisitive about in-person advertising occasions, think about these low-budget digital advertising actions which can be largely free:
- Newsletters (ahem, ahem)
- UGC campaigns
- TikTok vids
- Visitor-starring on business podcasts
“For small manufacturers, it is extra about producing buzz inside your neighborhood. There are such a lot of issues they will do which can be free for advertising.”
