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Kelly (Leggoe) Small reposted thisKelly (Leggoe) Small reposted thisPissing people off is a great marketing tactic. I’m obsessed with this microdrama happening on Instagram this week, where a basket shop in Nantucket put up a “No Influencers” sign, and every influencer proceeded to lose their mind and post about it. From influencers with 1 or 2+ million followers, down to the micro influencers. The sign has become THE main character on IG this week. It's kicked off conversations about equity, the patriarchy, etc. Wild stuff. And I personally think it’s brilliant marketing by this 100 year old shop. They’re getting millions (billions?) of awareness impressions for the cost of a wooden sign. They’re also being very clear about who they’re for and who they’re not for. It’s not making everyone happy, but that’s the point. They don’t want these faux customers in the shop anyways, and now that's very clear. Also, now millions more people know where they can go in Nantucket to shop for an artisanal basket, without dealing with the selfie-stick crowd of influencers. Win-win. 9 times out of 10, criticism is free marketing. Piss more people off, it might be your best marketing play ever :)
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Kelly (Leggoe) Small reposted thisKelly (Leggoe) Small reposted thisCrayola’s water bottle crayon is exactly what the internet needed this week! Last time I checked the announcements on social have racked up over 10 million views! That’s an INSANE amount of earned reach. CamelBak teamed up with Crayola and turned the most recognisable object from our childhood into an adult friendly water bottle. I needed to say adult friendly here because I want one 👀 CamelBak's been selling hydration packs and water bottles since 1989 but they sat out the entire moment the water bottle became a personality. Stanley did that for one crowd. Owala did it for Gen Z… people literally wait for the next drop. This is CamelBak's way into culture, and perfect timing whilst we’re all completely obsessed with nostalgia. Something that drops you straight back into a primary school art lesson is going to do numbers right now. Which colour are you picking? 😅
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Kelly (Leggoe) Small reposted thisKelly (Leggoe) Small reposted this61% of mothers describe their wellbeing as "good", 93% of them also report experiencing burnout always or often. So what have we let 'good' come to mean for mothers? Today, we release the first Motherhood Index in partnership with Nuna. This report is based an analysis of 500,000 Peanut posts, over 4,000 survey responses, and qualitative interviews. The findings aren't always comfortable. It appears that "good" now means surviving on broken sleep. Carrying the majority of the domestic load. Feeling guilty as a baseline state. Losing pieces of your identity with no clear path back to them. Watching your career shift beneath you in ways you weren’t warned about. Needing support that never arrives, and still, somehow, convincing yourself you’re fine. If 93% of mothers are burned out and still calling themselves good, the question really shouldn't be whether mothers are okay, it should be whether as society we're ok with this? What the Index also demonstrates is that this is a generation of women who aren't waiting for institutions to fix things. Women are speaking more openly about identity, burnout, ambition, loneliness, trauma and matrescence than any other generation. And with that, they are becoming clearer and more uncompromising about what they need from the future. What emerges from this data is not hopelessness, rather that women are refusing to quietly absorb the realities any longer. The village may have changed shape, but mothers are rebuilding it themselves. Through community, technology, friendship, and brutal honesty. This shift has the power to reshape not just motherhood, but the systems, workplaces, and industries surrounding it. Thank you to the Nuna team for trusting us with this report. And thank you to the whole Peanut App team for tirelessly perfecting this research.
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Kelly (Leggoe) Small reposted thisKelly (Leggoe) Small reposted thisI love everything that’s wrong with you, person who came up with this email for Pit Viper.
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Kelly (Leggoe) Small reposted thisKelly (Leggoe) Small reposted thisWhoever thought of this deserves a raise. A small local brewery printed instructions on their beer can that turn the ring pull into a working fishing hook. Remove the ring pull. Cut on the lines. Twist and fold. Tie on line. Go fishing. I mean. Come on. 10 million organic views on social. From a can. A small local brewery. No ad spend. No influencer deal. No agency. Just a genuinely brilliant idea printed on the side of a beer can that people couldn't stop sharing. Think about the customer for a second. Someone sitting by the water. Beer in hand. Realizes they forgot a hook. Looks down at their can. Reads the instructions. Here's what I love about this: 🎣 It costs basically nothing - Same can. Same ring pull. Just different instructions on the side. The creativity did everything a marketing budget would normally do. 🎣 It's useful, not just clever - This isn't a joke on the packaging. It actually works. And when something is genuinely useful people share it with people who would also find it useful. 🎣 They knew their customer - Not just who they are. But where they are. What they're doing. What they might need. That level of customer understanding is rare and it shows. Know your customer well enough and your packaging does the marketing for you. I post about marketing. Connect with me (Brendan Cox) to stay in the loop. #marketing #packaging #smallbusiness #nobaddays #brandstrategy
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Kelly (Leggoe) Small shared thisBobbie giving us a masterclass on how to create a brand advocate. Understanding that a product can be a part of your life for a time period and you don't have to be a "customer" for life. Maybe a partnership with Yumi for their graduates?Kelly (Leggoe) Small shared thisI canceled my baby formula subscription and got a graduation party. Most companies design cancellation flows around prevention. A retention offer, a guilt trip, maybe a survey. Bobbie did something different. Instead of "Sorry to see you go," they built a personalized celebration. Balloon letters spelling "YOU DID IT" floating against a blue sky. And underneath, a message that named the real journey: the bottle shaking, the late-night snuggling, the obsessive poop-color-checking. "This moment is for you, Cody." They understood something most brands miss. I wasn't leaving because I was unhappy; I was leaving because my kid hit a milestone. The cancellation was the success story. That reframe changes everything about offboarding design. When you understand why someone is leaving, you can meet them with the right emotion instead of a generic save attempt. Bobbie didn't try to win me back. They celebrated with me. And now I'd recommend them to every new parent I know. What's one moment in your customer journey that looks like a loss on paper but is actually a win worth celebrating?
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Kelly (Leggoe) Small reposted thisKelly (Leggoe) Small reposted thisYesterday, we let The New York Times know we're expecting... ✔️ We’re expecting clear guidelines for the phrase ‘clinically studied.’ ✔️ We’re expecting heavy metal limits. ✔️ We’re expecting more pregnancy research funding. ✔️ We’re expecting transparency ✔️ We’re expecting PROOF. We’re expecting higher standards. That’s why we’re headed back to D.C. this week to make our voices heard. If you want to show your support, click here to show your support: https://lnkd.in/eekfhyE3
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Kelly (Leggoe) Small shared thisMy kid literally "painted" my fingernails with Crayola crayon. He was not thinking about the lasting results of how that was going to stay on. As someone going down the AI rabbit hole, I feel this deeply. I love adapting to change, but sometimes feel a bit overwhelmed by how quickly technology is adapting around us. I want to learn it so I can grow with it while also protecting my family, life and future. Found a good balance yet? ...btw, my Crayola nails were destroyed in 2 minutes of doing mom-life.Kelly (Leggoe) Small shared thisSam Altman recently responded to my thoughts about kids growing up with AI, and I want to share more in this video. Our kids are growing up in a time where there’s a shortcut for almost everything - academic, emotional, social. And over time, those shortcuts make it harder to tolerate frustration, think critically, and do hard things. And here’s the thing: kids won’t choose the harder path on their own. That’s not a flaw. So the answer isn’t just “don’t use AI.” That leads to hiding. Instead, we have to get into the moment with our kids. Plan for the urge. Stay connected. Be the home base they can come to when things feel hard. I’m not anti-tech, anti-progress, or anti-productivity. I happen to love all those things! It’s just that I am also pro-childhood, and I’m pro-human development. If we build a world that requires less and less from children emotionally, the result will be less human connection, less creativity, and a whole host of other problems too. We have to figure out a way to preserve some of the friction in children’s lives, not erase it; to make space for waiting, boredom, effort, disappointment, repair, and real human feedback, rather than assuming increased ease and productivity is a predictor of healthy human development. You can check out the full episode on the Mostly Human podcast with Laurie Segall, which is out now. I’m curious about your thoughts. Drop them below!
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Kelly (Leggoe) Small shared thisI never thought i'd think and talk about sleep this much. Ever since my close friends and I became parents, we've discussed the best way to get as many Zz's as possible. And everyone, and their mom, has advice on what worked for them (me included), yet I still don't have a clear answer on how to actually do it. Have you tried sleep training? Do you co-sleep? What if your partner takes the night? What if you feed them butter (????) Considered trying to get their zoomies out before bed? Better bedtime routine? Night doula? I love this campaign from Nanit because I would love them to help us take the guess work out of it... #opentoworkKelly (Leggoe) Small shared thisI’m officially on the market - and OPEN TO WORK 👀💼 For years, I've been quietly doing the job of sleep coach. Tracking patterns. Spotting trends. Helping families understand what's actually happening at night. And I think it's time I got a little credit. While parents are hiring sleep consultants, sifting through conflicting advice, and surviving night by night, I've been here all along - doing the work. Here's my resume (TL;DR: I'm the most qualified candidate you could dream of): - Available 24/7, every single day - no days off, no sick days - More than 10 billion hours of infant sleep observed - More than 1 million active client relationships across 25+ countries - Wirecutter Best Baby Monitor, 2026 Who I'm looking for: families who want to stop guessing and start understanding their baby's sleep - for real. Know someone who could use a little extra support at night? Repost this and while you’re at it, leave us an endorsement as well! PS: I'm available for immediate hire. #OpenToWork
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1mo
Nat, if you have the opportunity to work with Victor i'd highly recommend it. He's fabulous.
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Kelly (Leggoe) Small reacted on thisKelly (Leggoe) Small reacted on thisEight years of work, a lot of talented people, and so many good memories. ❤️ Finally, one portfolio. 😅 Looking back through the work has been a pretty good reminder of how much my role has changed over the years. I started as a filmmaker, found my way into the brand world, and eventually had the chance to lead an incredible global creative team of 30+ people. The portfolio brings together some of the work I’m most proud of from that journey, global campaigns, keynotes and events, brand films, photography, and even the short film that started it all. But more than anything, looking through it reminds me of the people behind the work. The teams I had the privilege of building and leading, the creative partners I learned from, and all the incredibly talented people who made every idea better along the way. Thank you all. ❤️ I’m grateful for everything that got me here, and really excited about what comes next. Take a look, and if something sparks a conversation, I’d love to hear from you. https://lnkd.in/gNzi58wb
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Kelly (Leggoe) Small liked thisKelly (Leggoe) Small liked thisDegree, the deodorant brand owned by Unilever, just did an amazing social media campaign and activation yesterday in New York City. I remember visiting NYC in the summer and being so hot on the subway that I would definitely sweat through my clothes if I was wearing sleeves. Degree took that very real experience and built an entire campaign around just how hot the NYC subway gets in the summer. They placed marketing decals and signs throughout popular subway stations across New York City, but the activation itself is what really stood out to me. They gave out full size Degree deodorants with RFID stickers that actually paid for one subway ride. It was such a smart way to connect the product directly to a real problem people experience every day during a New York summer. Also, imagine tapping your deodorant to pay for your subway ride, iconic. 🤭 #marketing #NewYorkCity #experiential #branding
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Kelly (Leggoe) Small liked thisKelly (Leggoe) Small liked thisIn 2023, I helped founder Anna Sotto get Akitso off the ground and have served on its board since then. Akitso’s mission is personal to Anna. As the daughter of Thai immigrants, Anna grew up in her parents’ restaurant. The staff was her extended family; she did her homework at the restaurant after school every day. There were good years and bad years. Anna saw firsthand how hard it can be for independent restaurant owners to succeed. After many years working in design & marketing, Anna established Akitso, a 501(c)3 nonprofit to help underserved food entrepreneurs differentiate themselves — and ultimately succeed. What this looks like varies. At its simplest, this might be a menu and website redesign for a vendor at the farmer’s market. At its full expression, it could be a full interior redesign of a brick-and-mortar restaurant, ranging from physical materials to web presence. I’m very proud of the work Akitso did with Addis, an Ethiopian restaurant in City Heights owned by Alem & Fekad who immigrated to the United States in the 80s. Alem & Fekad work so hard. They are both at the restaurant every day of the week except for one, often spending 12 hours or more there. The month immediately following Akitso’s renovation, Addis saw an 80% increase in revenue. What you can’t measure, though, is how grateful Alem & Fekad were to have a thought partner at the table with them. So often, independent restaurant owners like this have been grinding day after day for years. It’s hard to measure how energizing it is for these entrepreneurs to finally have someone to dream with them, and help bring some of these dreams to life. Akitso has done a lot with a little. With a small number of donations and grants, Akitso impacted 22 businesses in 2025. Akitso is pushing hard to double that number as soon as possible. Today, I’m asking for your support on a great cause! Link to donation page in comments. If you are passionate about helping underserved entrepreneurs succeed, or even just enjoy having a diverse range of hole-in-the-wall restaurants to enjoy in San Diego, join me in supporting Akitso.
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Kelly (Leggoe) Small liked thisKelly (Leggoe) Small liked thisI walked into Zendesk as a senior video editor. I never could have imagined where that first day would take me. I came to Zendesk as a filmmaker who loved telling stories, and somehow that journey turned into learning and working along side a creative team of incredible people across brand, design, copy, motion, video, and digital. Along the way, I got to work on some truly unforgettable things, from product launches, films, photoshoots, keynotes, and all the weird, wonderful projects in between. But when I look back, the work isn’t what I’m most proud of. It’s the people. I’ve had the incredible privilege of working alongside some of the most talented, generous, funny, brilliant people I’ve ever met. People who challenged me, trusted me, taught me, made me better, and gave me the opportunity to grow far beyond the person who first walked through those doors. Zendesk gave me the space to go from video editor to creative leader. I made mistakes. I learned a ton. I took some big swings. Some worked. Some definitely did not 😂. I am grateful. Grateful for the opportunities. Grateful for the lessons. Grateful for every late night editing, every crazy production, every keynote rehearsal, every pitch, every laugh, every person who made the journey what it was. And most of all, grateful for the team I got to build and be part of. Adios Zendesk ✌🏽 If you’re looking for a creative leader, filmmaker, storyteller, or someone who knows how to bring a very talented group of humans together and make something great, I’d love to talk.
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Kelly (Leggoe) Small reacted on thisKelly (Leggoe) Small reacted on thisI've been producing campaigns for 20+ years and while every project is different and exciting in its own way, this one opened my eyes to how AI can change the game. For Chime’s latest national campaign, leadership wanted to end on something ambitious: a huge grid of real Chime members, not just a couch-ful. I reached out to over 100 Chime members, asking if they were interested and if so, to send in photos. Predictably, what we got back was all over the place — inconsistent lighting, backgrounds, quality, and a few wardrobe challenges. The traditional path (flying everyone in, studio days, hair and wardrobe, coordinating schedules across the country) would have been slow, expensive, and honestly, probably wouldn't have gotten greenlit at all. Using Runway, we turned that inconsistent, real-world material into consistent and broadcast-ready content, at a fraction of the cost and timeline. We didn't just make the process faster, we made a scene possible that we would have otherwise had to cut. I get the skepticism around AI in creative work, and I don't think it's misplaced. A lot of what people are reacting to is real: generic AI content, tools that flatten craft into something soulless, and legitimate concerns about what this means for creative jobs. But this project wasn't AI replacing people. It started with finding a production approach to include real members, with real payment for their participation. AI was the tool that let us honor all of that at a scale we couldn't have pulled off otherwise. No one lost a job here; if anything, more members got paid for their time and story than would have otherwise been possible. I also get the environmental argument against AI, but with production, I have always struggled with that and spent a lot of my career finding ways to go green. I would argue (and have done so with my teenage daughter several times now) that AI is more environmentally friendly than putting allllll these people on airplanes for a few minutes on set. I haven’t done the actual math on data center impact but know that production travel leaves a significant carbon footprint. With that, I am proud to share what we made! Chime has been an amazing place to push the limits of AI in production. Big thank you to Vineet Mehra, Orlando Baeza, Nick Fairbairn, Meredith Dupont for not wincing when the new girl suggested this approach. Ryan Brown, I appreciate you giving me carte blanche to put any tool I want to use and for encouraging me to give this a shot with Runway & Lauren Hagen! Go team: Vicky Inoue, Christopher Versackas, Nathaniel Costa, Julie Mastalerz for bringing this production to life, no easy feat! Last, thanks to all our members for participating! *Member testimonials were filmed the traditional way (shout out to LITTLE MOVING PICTURES!) Full story: https://lnkd.in/gbgwSXXFRunway News | How Chime Used Runway to Produce Their Latest National TV SpotRunway News | How Chime Used Runway to Produce Their Latest National TV Spot
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Kelly (Leggoe) Small reacted on thisKelly (Leggoe) Small reacted on thisI recently stumbled across One Minute Briefs and, honestly, what a brilliant creative exercise. If you haven’t seen it before, you’re given a simple brief each day and challenged to come up with an advertising idea in… well… about a minute. I know I’m a little late to this particular brief (creating billboard-style ads for complementary or competing brands), but I couldn’t resist giving it a go. What I enjoyed most wasn’t the final visuals. It was the thinking. How do you take two brands with completely different identities and find one simple idea that makes both stronger? How do you use each brand’s existing equity instead of forcing a collaboration? How do you make someone smile in just a few words? These were some of my favourite concepts from the session. This was a great reminder that creativity isn’t always about having weeks to develop a campaign. Sometimes it’s about training your brain to spot connections, simplify ideas, and execute them quickly. Safe to say… I’ll definitely be doing a lot more of these.
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