I grow brands on Insta, TikTok + Pinterest 📈 reaching over 67 MILLION impressions every MONTH for my clients 🔥 Track Record of Scaling Brands on Social | Not just your average marketer 💅

I don’t do trends. I do traction.

You won’t find me pushing hacks, follower goals, or 30-day content calendars.

I work with brands who care more about consistency than chaos - and want their marketing to mean something.

🔹 Fractional CMO (by application only)
For brands ready to grow sustainably, with systems that don’t fall apart in 3 months.
I guide the strategy. Your team executes. Together we scale - cleanly and profitably.

🔹 In-House Marketing Consulting/Management
I coach + run internal teams to run like agencies - without burning out or drowning in busywork.
Structure. Clarity. Direction. All data-driven to your store's backend to optimise for revenue growth.

📌 I’ve helped brands hit 7 figures without paid ads
📌 Generated 1B+ organic impressions across client accounts.
📌 I build systems that do the heavy lifting - so your team doesn’t have to.

Right now, I’m quietly building something new. Stay tuned 👀

Danielle Theobald 🍪

Completely and utterly unremarkable.

that's what I'm striving to be

not ur average LinkedIn post, right?

context: my word for 2026 is 'unremarkable'

and I know that sounds insane coming from me lmao

the girl who feels most comfortable working 14-hour days
scaling businesses
being the busy entrepreneur

my comfort zone is literal chaos 🤡

and that's... not the flex I thought it was

so this year I'm not optimising for growth, I'm optimising for more peace

and let me tell you - sitting in this chill period is UNCOMFORTABLE

it's only been 2 weeks and I'm already battling myself daily

my brain keeps whispering 'you're falling behind' 'you're failing' 'be better'

bc that's my comfort zone

here's what 'unremarkable' looks like for me:

I drive a 2013 beat-up Corsa
but I've paid my entire Bali lease upfront for the foreseeable future

I don't buy designer clothes (Vinted girlie thru and thru 💅)
but I'm on track for early retirement

99% of people here are in hustle mode

grinding, scaling, optimising for MORE

(+ that's fine if that's what YOU want)

but what if slowing down is YOUR version of getting out of your comfort zone?

and I think that's the thing no one talks about

🚨 why aren't we focusing on what feels good for US? 🚨

rather than what looks impressive to strangers on the internet

choose what you want, but for me I cannot wait to be completely unremarkable in 2026

Danielle Theobald

I guarantee 1M+ impressions in 90 days 💰 Scaling health + wellness brands to 7 figs with strategy that sells on Instagram + Pinterest 🧬 BSc in Biochemistry with Hons

if going viral on Insta worked

every brand with a video over 1m views would be rich 

but there's a reason that isn't the case

✨ funnels ✨

it's actually ridiculously easy to get a viral video

(use the retention curve - look at my past posts or YT for a breakdown on this)

but viral video ≠ instant sales

idk why it's still the goal for so many business owners tbh 😭

play it out in your head:

1. your video goes viral, Sarah sees it
2. at best, Sarah is interested and clicks on your profile

without funnel:
3. Sarah's attention isn't caught within 3 seconds with a direct follow through so she goes off your page and continues her doom scrolling

with funnel:
3. Sarah sees a lot of content on your page she's interested in
4. Sarah follows you
5. over the weeks, Sarah gets a lot of genuine value from your account
6. Sarah puts her email in for a lead magnet you promote on stories. you now own her data and she's gone from organic to earned data
7. Sarah may share it with a friend, or she may not read it for a couple weeks
8. Sarah continues getting value from your account 
9. one random Tuesday, Sarah gets hit with an email that specifically targets her and she purchases

question for all students still reading: WHY does Sarah purchase?

answer: because the brand filled her with VALUE, PATIENCE, TRUST, TIME

I guarantee you that if the product arrives and she loves it, she's ordering again AND telling all her friends about it

LTV of Sarah = pretty endless

she alone could make you thousands

repeat after me:

it's not the viral video that gets your brand rich

it's the ✨funnel✨

admittedly this is a bit of a rage post because I'm tired of ONLY seeing formulas for viral videos

when they're actually only 5% of the story x

and for brand owners not running marketing themselves: if your marketing team isn't consistently yapping about funnels and is entertaining a focus of going viral

fire them and hire someone who actually knows how to turn Insta into money in the bank

spending my morning blocking over 200 people on LinkedIn 

you know it’s bad when looking at my own post is a drain 

(me the past month) 

AI comments eeeeverywere

I’m losing brain cells on a platform that should be giving me more insights + info

Ya girl is tired of it

mirror mirror on the wall

blockity block BLOCK AI comments fall

tryna fill the O2 arena is what's killing your brand

let me explain

200 engaged people > 20k ghosts

do you KNOW how many people 200 is?

that's a PACKED room. standing room only. people lining the walls.

but brands are out here trying to fill O2 Arena when they can't even fill a coffee shop with people who actually care 🤡

here's what the research says (yes actual research):

a study on online brand communities found that ENGAGEMENT and IDENTIFICATION with the community - not size, not participation numbers - are what drive:

• brand loyalty
• willingness to co-create with you
• positive WOM

read that again!

it's not about how many people are IN your community

it's about how many people FEEL like they belong

the brand owners obsessing over follower counts?

probably still waiting for their Shopify dings lmao

the brands building real connection with 200 ride-or-dies?

they've got a marketing army that money can't buy

(enter Duo, Aldi, Ryan Air)

so before you stress about growing your numbers...

ask yourself:

do my current people actually care?

bc if they don't, adding more won't fix it x

signed,

your friendly neighbourhood reality check

460k impressions in 30 days on a NEW account is cool

but you know what's even cooler??

- compounding content that never dies (hello guaranteed MRR)
- SEO cheatsheet for blogs for your business (bc Pinterest did the heavy-lifting for you)
- Google boost for free (Pinterest will make you jump to page 1 on Google overnight)

I go on and on (and on) about Pinterest for businesses - but it's not just about the immediate money

It's the HUGE and FREE data collection you can get for your brand

Data you'd pay thousands (even tens of thousands) for

Which is exactly why OpenAI are looking at acquiring Pinterest 

(specifically, for their shopping insights + data)

get on it besties!!

easy $50k Pinterest funnel

(anyone can build x)

1. lead magnet → nurture → offer
2. 100 pins driving traffic
3. monthly keyword updates
4. scale the top 5 pins

takes a day (or less) 

maintenance = 1 hr/week 

and you’ll have an extra $50k per year within 12 months

ur welcome 🫶

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OPENAI MIGHT ACQUIRE PINTEREST 🚨

read that again bestie!! 

I've been SCREAMING about Pinterest for months

‘its free SEO’
‘its a discovery engine’
‘get on it before everyone else does’

and most of you thought I was being dramatic 🤡

well well well...

OpenAI wants Pinterest for:
• 600M monthly active users
• product search data (goldmine for AI shopping)
• real human engagement insights
• industry-leading discovery algorithms

aka everything I've been telling you makes Pinterest valuable 🤭

the brands who listened?

already have boards ranking
already have pins driving traffic
already have audiences built

the brands who didn't?

about to compete with OpenAI-powered discovery 💀

Pinterest isn't just a vision board anymore

it's about to be the backbone of AI-powered shopping

and if you're STILL not on there...

wake up x

(ps shoutout to my client Kim Palmer - Clementine - who let me know in our Pinterest catch up today!)

Why did it take 75 YEARS for someone to fix the chip box?? 🍟

same cardboard box since the 1950s... until now

Heinz just dropped...

✨ The Dipper ✨

(a chip box with a BUILT IN!! ketchup compartment)

launching in 11 countries at once

restaurants. stadiums. global domination.

this is what happens when brands stop overcomplicating literally everything

Kraft Heinz didn't reinvent ketchup

didn't try to shove an unnecessary product line into dev

didn't come up with weird seasonal offers

they LISTENED to their audience, had FUN, and made something COOL!

and I think we all need to start taking a page from that book

bc idk about you, but I'm tired of the constant in and out consumerism - no one wants it and it's why a lot of brands are losing the game :)

HELLO FRESH HAS DONE IT AGAIN 👏

(which is why they have 7.7 BILLION euros in rev)

let me take you to Waterloo Station, London

they built a life-size kitchen inside their delivery box
had a REAL family cooking dinner every evening (?!)
gave away 9,000 mini boxes with recipes and dinner bells

and now we're all talking about it

here's the thing about HelloFresh:

• 75% market share in the US and Europe
• 7.7 BILLION euros in rev
• the ONLY profitable meal kit company at scale

they didn't get there by playing small

they got there by being bold, testing weird ideas, and having FUN

and that's the reminder for every brand owner reading this:

stop overthinking
start experimenting

your next campaign doesn't need to be perfect!!

Ayan O.

Hello 👋

I am Ayan, the founder of Twenty-Fifth Media. We specialise in elevating the revenue of Beauty DTC brands through crafted paid advertising strategies.

With a track record of generating millions in ad sales, our services include:

☁️ Meta Ads
☁️ TikTok Ads
☁️ Digital Marketing Strategy

Ready to elevate your brand's scale? Reach out to us:

💌 Ayan@the25thmedia.com
💻 www.twentyfifthmedia.com

Founder

Last night I was on the phone to Chloe Walsh  & she said something that really stuck with me

“Ayan… you don’t actually talk about what you do… what’s more painful, the pain of embarrassment or failing?”

& you know what, she is right.

Almost all of Twenty Fifth Media has grown through word of mouth.

People trusting people.

Even Chloe… she came through a referral.If another client didn’t recommend her, she would never have heard of us 😳

Don’t get me wrong, I’m so incredibly grateful for the brands that trust us….

But what she said really got me hungry.

Like… why am I not my biggest fan?

In the past 12 months, we’ve generated over £30 million in revenue for some incredible beauty brands 🫢

& now going into 2026, we’re opening our doors to new, exciting brands.

So for once… here it is.

Twenty Fifth Media is a beauty & wellness growth agency.

- Full paid management across TikTok, Meta, Google and Pinterest.
- Full strategy, UGC and creator support.
p.s. we’ve got an incredible creator database for meta ads 👀


If you’re a brand ready to take the next step, we’d genuinely love to have a chat ☺️

And because Chloe has basically pushed me to scream a little louder about our services 😂

Message us “specialclo” for a free audit to see how we can support, this will run until Feb 5th.

No expectations 🫶🏾

Founder @ Twenty-Fifth Media | Growth Partner to Beauty Brands | Scaling with Paid Ad & Creative Strategy ✨

Margins on TikTok are getting scary 😅

& this is coming from someone who scales brands on TikTok for a living… there are so many hidden costs.

We’ve seen “TikTok brands” go under because of TikTok margins.

And on the other hand… we’ve also scaled some of the top beauty brands on the platform.

So let me be very honest.

TikTok is an incredible acquisition channel
(probably the best, if I’m honest).

It’s where you:

- Find customers.
- Create demand.
- Move fast.

But it’s also where:

- Commissions stack.
- Content never stops.
- Ads can get expensive.
- Trends expire quickly.

And if you’re not careful…

You scale revenue, absorb all the hidden costs, and kill profit.

Plus now with brands doing £1 drops… how do you even compete?

TikTok is a long game. It doesn’t take 3 months to become profitable.. 

But if you’re not there for the long-term goal, TikTok isn’t the way.

It takes time to really pick up.

One thing I’ll always scream is this: be mindful of each channel and know its true purpose.

TikTok for acquisition.
Margin success comes later.

Has anyone else seen this? 👀

You can now opt out of Instagram ads… by paying £3.99 a month.

Meta asked me last night if I wanted to go ad-free
(I’ve also seen £2.99, £3.99 and £4.99 floating around)

Feels very YouTube premium coded.

From an advertising perspective… it’s slightly unsettling 😅

We’re basically being asked to choose:

Pay with money or pay with data 

And it makes me wonder…

Are platforms slowly moving towards a subscription model? Will ads become the “free tier”? and will this change how brands think about paid social long term?

Hmm

Is this the future of social platforms?

Company culture isn’t ping-pong tables or slogans on a wall (soz) 😅

It’s how your team feels at 9am on a Monday.

In 2025, my biggest lesson building Twenty Fifth Media was this:

Culture is built in the small moments.
Boundaries are leadership.
If something can be resolved tomorrow, does it really need a reply today?

As silly as it sounds protecting focus protects people.
It’s trusting people to own their work.
It’s giving space to breathe.

It’s knowing when to step back.

And then there’s the culture you don’t plan...
The things that become… our culture.

The language. The rituals 😂

e.g

Calling the speaker our house speaker, just us knowing what it means… well now the world does 😂
Chatty for ChatGPT 🤍
“Ooooooo chile” when a task is finally done 🤣
 “Family road trip” when we all need something from the kitchen 😂

But honestly… this is what I’m most proud of.

Creating a safe place.

This is Twenty Fifth Media 🤍

And this is what I aim to build on in 2026.

Morphe 🤝 creating culture moments.

Their latest campaign works because it taps into a shared understanding.

Everyone knows what butter feels like.

Soft.
Smooth.
Melting.

So when you see this launch… your brain already knows what to expect.

Effortless blend & effortless makeup.

That’s powerful marketing (Lowkey why I love sensory marketing)

No claims. No explanations.

Just a universal feeling.

& universal feelings are one of the strongest ways to make people buy.

Love love 🧈🥐

taplio

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The Battle

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