2025 is the year you get your community moving like never before. It’s the year we go beyond the ordinary and create powerful, out-of-the-box campaigns designed to attract a surge of people into your world, capture their attention, and get them genuinely invested in your program.
How will we do it?
I’m going to show you step-by-step. Together, we’ll take a journey down memory lane to revisit some of the most impactful community campaigns I’ve ever launched – campaigns that didn’t just grow my community but completely transformed it. And improved my income drastically as a result! These were the strategies that turned casual onlookers into loyal members and enthusiastic advocates. By analysing what worked, why it worked, and how to adapt it to your own needs, you’ll have all the tools you need to replicate these techniques and take your community to the next level.
Thank me later!
Cast your mind back to 2015: subscription boxes were the thing. Trust me, everyone and their dog was signing up for a box of goodies. I thought, why not create one for bloggers?!
Enter: Blogger Beauty Box, where I curated products to connect bloggers with brands.
It was created on a movement: As smaller bloggers, we weren’t getting PR. So this was a way for creators to experience a range of brands and get “easy win” content, since unboxing and review videos/blog posts were it back then.
And you know what? It worked. Not only did every box sell out, but the buzz turned into a proper community where bloggers supported each other. Lesson one: when you create something that genuinely solves a problem for your people, they’ll show up (and bring their friends).
Fast-forward a bit, and I’d pivoted to being a dating blogger—aka the Carrie Bradshaw of Tinder. I launched Vix Swipes, a cheeky little campaign where I shared the absolute carnage of online dating. It was a hashtag on Twitter that had tonnes of people following along with my love life, even some celebs. The highlight? A saga involving a train guy that had everyone glued to my updates, after I dropped a note asking him out in his lap.
It blew up. People loved the chaos, the humour, and the relatability. I even got interviewed on BBC Radio 1 and appeared on TV! Oh and got an invite to the 50 Shades of Grey premier…
Lesson two: never underestimate the power of oversharing in building connections.
At some point, I decided to pivot again (because who says you can’t keep changing your mind?). My blog became more about lifestyle and pop culture, and when I started live blogging Love Island, my audience went wild.
It was pure fun – commenting on every ridiculous twist and turn in the villa – and it got me noticed by “actual” media outlets like The Independent. Plus, I got invited to speak on radio panels, proving that screaming about reality TV can sometimes be a career move. Lesson three: lean into what your audience is obsessed with.
When I went full-time with blogging, I realised there were loads of people like me who wanted to grow their platforms but didn’t know where to start. So I created Grow & Glow, a membership program for bloggers and influencers.
Its launch mainly came off the back of a weekly Sunday email that I sent called “Exciting Emails”, where I chatted about the opportunities that can land in your inbox as an influencer and how to make that happen! It grew to around 3,500 people. And subscribers were literally live Tweeting when it arrived.
Grow & Glow became something huge, with over 1,200 members in its first year. Honestly, I still pinch myself when I think about how it brought people together during such a weird, covid time. Lesson four: if you create a space for people to learn and connect, magic happens.
Instagram’s algorithm has been a menace for years, and like everyone else, I was over it. So I decided to do something about it with Insta Rebel, a launch campaign where I encouraged creators to stop chasing the algorithm and start embracing their unique vibes. I created a 5-day live program where people could learn how I was growing my IG by thousands of followers a day, despite the damn algorithm.
It worked—people resonated with the message and signed up in droves. The kicker is this, though: To promote the program I did an Insta Rebels live webinar, which 1,200 joined. During the webinar, I offered a free IG content audit to anyone who then signed up to Insta Rebel. 350 people did just that! Can you imagine how many hours it took me to go through all of those Instagrams and send personalised voice notes with feedback? It was intense!
However, for me, that’s what community is about. It’s about doing the unscalable. I offered something that was temporarily very time and energy intensive, but it allowed me to connect with people on another level. So that’s lesson 5!
The next chapter of my journey was all about digital products and courses. For my launch of Course Creation Revolution, I tried something new: building a little community on Instagram’s ‘Close Friends’ list.
It was like a VIP club where I could chat directly with people who were genuinely interested, and it created the kind of connection you can’t fake. I built my offer in public, with polls, games and insights into the program I was making. This campaign taught me that sometimes, smaller and more intimate, beats bigger and broader. I didn’t have an email list and I wasn’t posting to my main IG about the launch. BUT I did have 85 people on my Close Friends list. Guess what? 82 of them joined the program! Plus, 75 left testimonials. Pretty mind blowing stuff.
Lesson six: create exclusivity, and people will feel like they’re part of something special.
There are certain things that helped to make all of these campaigns over the last 10 years the huge successes they were:
So, let’s get back to present-day, 2025. I’m now utilising everything I’ve learned over the past 10 years about growing communities, taking them with you through any pivot and, ultimately, getting them to invest in what you’re selling.
That’s what I want to help you with in my new offer.
I’m building in public again! And I want you to join me as I decide how exactly to teach you to get bigger opportunities and more visibility through community, so that you can boost enrolments and sales. I don’t know precisely how my offer will look yet, but I know that I want to make it exactly what you need. Follow along on Instagram!
If you, like me, want to make community growth a priority this year so that you can increase your visibility, sales and opportunities, you need to join the totally free Slack channel I’ve got running for the next few weeks! I’ll be sharing strategies and insights into all things community and would love to see you there.