Earned First, Conceptual Thinking

Earned First, Conceptual Thinking

by | Apr 15, 2025 | Content Marketing, Creativity and Execution, Marketing Strategy, Social Media Marketing

Why Earned First Conceptual Thinking Matters So Much

In a world where social feeds are oversaturated, algorithms are smarter, and attention spans are shorter than ever, earned-first conceptual thinking isn’t just a creative flex—it’s a strategic necessity. It’s also a strategy that’s been around for well over a decade!

What Is Earned-First Conceptual Thinking?

Earned-first conceptual thinking, also called “social first” is the art of crafting bold, social-first ideas that don’t rely on paid media to gain traction. These are ideas so strategic, culturally relevant, or emotionally resonant that they connect with your audience and earn attention organically—through shares, comments, press coverage, memes, or DMs.

Think of it as the creative sweet spot where big ideas meet internet instincts. You don’t shout into the void with an ad. You spark a movement, a trend, a moment. And people pay attention—not because you paid them to, but because it’s genuinely worth their time.

In 2025, marketing trends are turning back time to earned-first marketing to get an edge, build loyalty, amplify brand voice, and stretch budgets without sacrificing reach.

For Small businesses, you’re going to want to spend a little time thinking about what really sets you apart from your competition, and create fresh ideas instead of quick posts.

Why It Matters in Today’s Social Media Landscape

Paid media still has its place, but the landscape has shifted significantly

  • Trust in traditional advertising is at an all-time low.
  • Users are curating their feeds and tuning out anything that feels overly promotional.
  • Platforms reward content that drives engagement and conversation.
  • So if your content doesn’t earn attention naturally, it gets buried in the noise.

Earned-first thinking aligns with how people consume and share content in 2025—quickly, emotionally, and socially. It gives your brand the power to break through without buying your way in.

5 Brilliant Examples of Earned-First, Conceptual Thinking

Dove – “Real Beauty Sketches” (yes, it’s from 2011—and it’s still memorable!)

Concept: Explore the contrast between how women see themselves vs. how others see them, using a forensic artist.

Why It Worked: This emotionally driven piece challenged beauty standards and sparked massive online dialogue. No hard sell—just a powerful, heartfelt concept that naturally went viral.

Check it out here.

 

Aviation Gin – “The Peloton Ad Response”

Concept: Within days of Peloton’s controversial holiday ad, Aviation Gin responded with a tongue-in-cheek sequel featuring the same actress.

Why It Worked: It rode the cultural wave with perfect timing and self-aware humor. No paid campaign needed—it was picked up by every major outlet and dominated feeds everywhere.

 

Spotify Wrapped – “Your Year in Music”

Concept: Personalized, visually engaging recaps of each user’s listening habits.

Why It Worked: People couldn’t wait to share their results. Spotify didn’t promote it—users did the work for them. It’s become a December tradition, earning massive social buzz every year.

Check it our here.

 

Oatly – “Wow, No Cow” + Billboard Rollouts

Concept: Cringe-worthy music videos. Billboards that say almost nothing. A self-aware, anti-advertising tone.

Why It Worked: By leaning into awkwardness and simplicity, Oatly gave the internet something weirdly wonderful to talk about. It didn’t just advertise—it created a vibe.

Check it out here.

Duolingo – The TikTok Owl Goes Wild

Concept: Let the owl mascot take on Gen Z humor and chaos, completely in tune with platform culture.

Why It Worked: Irreverent and unhinged in all the right ways, Duolingo earned a cult following by not taking itself too seriously. Proof that embracing weird can win big.

Check it out here.

 

How to Think Earned-First in Your Own Strategy

You don’t need a Super Bowl budget. You need big ideas with internet energy. Here’s how:

  • Start with culture, not campaigns. What’s trending? What’s funny? What’s making people feel something?
  • Make the audience the hero. Think user-generated content, personalization, or community-driven storytelling.
  • Design content for screenshottability, shareability, and saveability. That’s what performs.
  • Be brave. Earned-first content usually involves a little risk. You might need to go there—emotionally, humorously, or culturally.
  • Act fast. Especially with reactive or real-time content, speed wins.

Social First Ideas for Small Businesses

 

Go Live with Purpose

Go live once or twice a month:

  • Tour new arrivals
  • Host Q&A with a staff member
  • Share styling or gift tips
  • Do giveaways with a local biz bestie

Cross-Promote with Local Collaborators and Tap into shared audiences by teaming up with:

  • Nearby coffee shops, gyms, or salons
  • Local influencers or stylists
  • Other retailers for seasonal bundles or giveaways

Make it Interactive

If you want to see results, engage your people:

  • Use Polls in Stories
  • Ask Me Anything boxes (e.g. “Need a gift idea? Ask us!”)
  • “This or That” product comparisons
  • UGC prompts: “Tag us in your ____ and we’ll share it!”

Offer Social-Only ExclusivesCreate urgency and reward followers:

  • “Only on Insta” flash sales
  • Secret Story-only discount codes
  • Limited edition pre-orders

Weekly Call to Action (CTA)

Don’t post just to post!  Instead, each week, rotate between CTAs like:

  • Visit in-store
  • DM for a personal styling tip
  • Share their purchase
  • Tag a friend
  • Sign up for a local event

Measure What Matters. Monthly, track:

  • Engagement rate (likes, comments, shares, saves)
  • Follower growth
  • Website clicks / link in bio actions
  • In-store “heard from Instagram” mentions

Final Thoughts

Earned-first conceptual thinking isn’t about ditching strategy—it’s about supercharging it with bold, sticky, social-first ideas. When you create something people genuinely want to talk about, you don’t just get views. You get traction, loyalty, and momentum.

So the next time you’re planning your content strategy, ask:

“Would anyone share this if we didn’t boost it?”

If the answer is no—it’s time to think “earned-first.”

Next up, while we’re on the topic of focusing on customers, read about the customer journey right here. 

Bridging the Gap Between Creativity & Execution

by | Feb 20, 2025 | Content Marketing, Creativity and Execution

Get Traction with Vision + Executable Steps

If you’re like me, you like brainstorming to come up with juicy marketing ideas that will resonate with your target market. But the buck doesn’t stop there. Great marketing is a blend of creativity plus strategy. One without the other typically falls flat. And when the two work together seamlessly, the results are often fantastic—and measurable! The key to success isn’t just having bold ideas or executing flawlessly—it’s about fusing them into a cohesive strategy that drives real impact—something measurable.  Here’s some steps on how you can make your own creativity work for you, and some examples you can follow when you get those tasty little ideas and you want to bring them to fruition. 

Where Creative Vision Meets Step-by-Step Action

Great marketing starts with a powerful vision. And ideas don’t always pop in from out of nowhere. It takes throwing all the darts on the wall until the best one sticks. 

The greatest and most memorable campaigns are fueled by creativity, inspiring people to engage with brands in new and exciting ways that people talk about. What was your favorite Super Bowl commercial? SEE! Something came to mind, yes? My favorite commercials were all things Matthew McConaughey and Uber Eats. 

Today’s marketing is a bit challenging because we’re in flux somewhere between paying homage to the simpler times by creating vintage graphics to super sleek AI-generated graphics. Not only are the good old days resonating with people, but the kids these days are curious about what living with a corded phone must’ve been like. Now’s your chance to give them that visual! In fact, I’m looking for a client who wants to introduce a corded phone into their brand messaging. I have some ideas I’d love to play around with. 

All that to say: what sets successful marketing apart is the ability to turn whatever vision you have into reality through structured execution. Because when creativity and execution are in sync, marketing efforts build meaningful connections with your audience, deliver measurable and lasting impact, and create brand consistency and recognition.

 

How to Make Creativity Work for You

Creativity is the spark that ignites a campaign, but it needs a well-crafted strategy to shine. By designing a clear execution plan, you ensure that every brilliant idea reaches its full potential. In my experience, here’s how to bring creativity to life:

1. Define the Destination

Before launching a campaign, get crystal clear on the end goal. Whether it’s increasing brand awareness, driving conversions, or deepening engagement, defining success gives creativity a roadmap.

Example: A fitness brand wants to launch a new product line of eco-friendly workout gear. Instead of simply promoting it, they define their goal: to position themselves as the leader in sustainable fitness apparel within six months. This clarity helps shape their messaging, partnerships, and promotional strategies.

2. Build an Actionable Plan

Every strong marketing strategy outlines steps to bring an idea to life. Deadlines, team responsibilities, and performance checkpoints help keep execution on track.

Example: A boutique coffee brand wants to increase online sales. They break their goal into actionable steps: launching a social media campaign, collaborating with influencers, offering limited-time specials or daily discounts, and setting weekly performance reviews. This structure ensures that creativity leads to measurable progress.

3. Adapt and Evolve

And here’s one of my other favorites: embrace the power of optimization. If something isn’t working, adjust it. Creativity thrives in flexibility, and data-driven insights guide smarter decisions. 

Example: A travel agency launches a digital campaign to promote adventure tourism. Midway through, they notice that engagement is highest on their behind-the-scenes videos rather than traditional ads. They pivot their strategy, focusing on immersive storytelling and real customer experiences to maximize impact. And if you’ve read my previous blogs, you know I’m all about experiential marketing in 2025! 

4. Create a Seamless Brand Experience

From social media to email campaigns to website messaging, every touchpoint should feel connected. A cohesive marketing plan ensures that your brand speaks with one voice across all platforms. This includes your URLs. All too often I see one brand using a variety of names on their social sites, their video channels, and their domain. Round ’em up! Sure, you might have to abbreviate a name for Instagram but try to match your names across all channels, just like you maintain the same voice, colors, fonts, and message. 

Example: A skincare brand ensures that its website, social media, and email marketing carry the same look, tone, and message, emphasizing its natural approach to anti-aging. Their voice and tone are mature, optimistic, and helpful. Their colors and soft, and of course, must incorporate Pantone’s color of the year: mocha. Whether a customer visits their Instagram page, their website, or open a newsletter, they experience a cohesive journey, reinforcing brand trust and recognition.

5. Marry Creativity with Analytics

Numbers don’t stifle creativity—they enhance it. Use data to shape your marketing approach, ensuring that bold ideas translate into tangible success. Let Google Analytics be your friend. For my WordPress fans, I recommend installing Site Kit on the backend of your website. 

Example: A nonprofit runs a fundraising campaign with a heartfelt video message. They use A/B testing on different messaging styles and track engagement rates. By analyzing which version drives more donations, they refine their storytelling approach for future campaigns.

Bringing It All Together

Marketing isn’t about choosing between creativity and execution—it’s about uniting them into a dynamic force that captivates, inspires, and converts. When brands intentionally bridge the gap between ideas and action, they unlock the full potential of their marketing efforts.

Looking to bring creative ideas to life with a keen marketing strategy? Let’s collaborate to design marketing that works—not just in theory, but in reality. Because when vision and execution move together, that’s when the real marketing journey begins.