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Kim Chappell is Chief Brand Officer at Bobbie, the mom-founded infant formula brand that’s crossed $100M in revenue and is trying to change how formula gets talked about in America. In this episode, she breaks down how Bobbie built a brand parents are proud to buy in a category that used to be driven by guilt, and why trust beats sheer creative volume when the old Meta scale-button playbook stops working.

For DTC founders, CMOs, and performance marketers scaling a trust-heavy product in a crowded category.

Inside the episode:

Why Bobbie treated infant formula as a culture problem, not just a product problem
How the team thinks about brand vs performance now that the old Meta-only growth playbook has weakened
What “learn more” looks like when your customer journey is messy, delayed, and omnichannel
How Bobbie chooses the few advocacy lanes it can credibly own, then actually follows through
Why the Cardi B partnership worked, and how it turned celebrity into conversation share, trust, and policy momentum

Who this is for: Operators building in regulated, trust-sensitive, or education-heavy categories where brand has to do real work before performance can convert.

What to steal:

Put performance, organic, creator, and lifecycle under one brand story
Treat education as part of conversion, not a nice-to-have
Pick fewer cultural or political lanes, but show up with receipts when you enter them

Timestamps

00:00 Performance marketing has changed

03:00 Building Bobbie from scratch

06:00 Removing the stigma around formula

08:00 Why Bobbie understood the customer

10:00 Transparency as brand strategy

12:00 Brand vs performance

15:00 The omnichannel customer journey

18:00 Choosing the right advocacy lanes

21:00 Community-led brand action

23:00 Building awareness in a small market

26:00 How the Cardi B partnership happened

29:00 Measuring the campaign’s impact

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Ep 602: How Bobbie Won 91% of the Conversation With 4% Market Share | Building the Brand

DTC Podcast