16 Brands. 81 Countries. No TV Ads. How ZURU Does Marketing Differently - with Rob Thomas
How do you launch 16 brands in 81 countries in just 12 months - all without a single TV ad in the US?
In this special episode of Marketing Masters, recorded live at the #OnSocial25 event by the Marketing Association NZ, Zania Guy chats with Rob Thomas, Global Head of Digital at ZURU. He lifts the lid on what it takes to build billion-dollar brands from scratch - fast.
From testing in New Zealand to scaling globally, Rob shares ZURU’s digital-first, content-led approach to brand building. He unpacks how they use creators, test-and-learn tactics, and smart strategy to win in market after market - and why staying scrappy is still in their DNA.
You’ll learn:
Why over 90% of ZURU’s marketing is digital
How they test in NZ before going global
The story behind "Granny XSHOT content” that went viral with 200M+ views
What marketers can learn about speed, agility and thinking big
This one’s a must-listen for anyone working in brand, digital, strategy or content.
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More episodes at: zaniaguy.com/podcast-marketing-masters
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