A Marketer's Mindset

Smart takes on social strategy, community, and brand growth.

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  • Future Implications

    Jessica Kidd ©shutterstock/Peera_stockfoto Social media is changing really fast, like blink of an eye fast! Driven by new tech and constantly changing expectations, it’s reshaping how brands connect with people, measure success, and build real value. Most brands are already on social media, but just being active isn’t enough anymore. It’s more about being thoughtful…

  • Viral Marketing Initiatives

    In today’s fragmented digital landscape, going viral isn’t luck, it’s the result of smart strategy, cultural awareness, and content people want to share. The best marketing campaigns no longer just sell products, they create moments, conversations, and communities. Below are my top five characteristics of a viral marketing initiative, supported by current examples and the…

  • What Orkut Still Teaches Us About Social Media Marketing (Even in 2026!)

    If you were online in the mid-2000s, you might remember Orkut as that mysterious, invite-only social network everyone wanted access to. If you were in Brazil, you probably remember it as the social network. Even though Orkut shut down in 2014, its rise and fall offer surprisingly relevant lessons for today’s social media marketers. From…

  • Rethinking Viral Awareness Campaigns: The Breast Cancer Meme Case Study

    Why social media engagement is just the first step, and how to turn likes into real-world action. by Jessica Kidd Every October, pink takes over the internet for National Breast Cancer Awareness Month, and social media buzzes with campaigns urging people to get involved. Among the most well-known and debated efforts is the viral “breast…

  • Disrupting the Eyewear Game: How Warby Parker Turned Social Media Into Its Superpower

    A marketer’s look at how digital storytelling, UGC, and community reshaped an entire industry Image credit: CNBC https://www.cnbc.com/video/2024/09/28/how-we-built-warby-parker-into-billion-dollar-eyewear-brand.html How Warby Parker Used Social Media to Turn Skeptics Into Superfans If you’ve ever bought glasses, you know the frustration: endless appointments, expensive frames, and that overwhelming wall of styles that somehow all look the same. Back…

  • About the Marketer Behind The Mindset

    Hi, I’m Jessica, a brand strategist, storyteller, and curious observer of why people buy what they buy (and why they scroll right past some brands without a second thought). I created A Marketer’s Mindset Blog as a space to break down the psychology, strategy, and creativity behind modern marketing. I’ve spent my career working at…

  • Hello World!

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