Rachael Higgins

Founder of Because of Marketing & Co-Founder of Cupsly 🤎 Sharing my journey and advice on building two startups from a business & marketing perspective

I started Because of Marketing from my bedroom in July 2020 because I was obsessed with understanding how marketing captures our attention.

Five years later, that curiosity has grown into a global marketing media publication with a community and following of over 750,000 and 60 million organic impressions annually across the US, UK and Australia.

As I build Because of Marketing, I share my story, break down the marketing campaigns that catch my attention, and discuss the latest marketing news and trends. 

Outside of business, I'm a proud advocate for the Lewy Body Society and Alzheimer Scotland, having raised over £17,000 in the past 10 years to support their vital work. 

Follow along for marketing breakdowns, campaign analysis and the journey of how I'm building Because of Marketing into the go-to media brand within the marketing industry. 

Business brand partnerships: partnerships@becauseofmarketing.com

General enquiries: rachael@becauseofmarketing.com

CEO & Founder

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

Just a little rant 

Sometimes people forget marketing isn’t about being clever… it’s about being understood.

I jumped on a discovery call this week. The brand struggling with performance.

We did a full audit and I kept rereading their ads thinking,I still don’t get what you actually want me to do.

Buy what? Why? What problem are you solving?

Nearly 10 years ago in my first marketing job, my manager stopped me mid-explanation and said:

“Ayan, explain it to me like I’m 5.”

At the time I was slightly offended 😅 but it became the best advice I ever got..because customers don’t sit analysing your ad. They decide in seconds.

Clarity converts.

Complexity impresses other marketers.

Sorry not sorry 🤷🏾‍♀️

If your ads aren’t working...simplify what you're saying xo

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

Tiktok has a reputation of impulsive buy. I understand why brands think AOV can be weak on TikTok.

But for past 2 and half months, we’ve been pushing traffic from TikTok to the website for a beauty brand…

and our client’s AOV from TikTok to the website is currently sitting at £60.

So what changed? We didn’t treat TikTok like a discount bin.

TikTok Shop is known for bundle…so we flipped it.

We created website-only bundles that aren’t available on Shop (smart move)

Exclusivity changes behaviour & focused on perceived value

✨ Free shipping thresholds.
✨ Smarter offers.
✨ Structured bundles.

The ads felt native…. Nothing salesy. Nothing screaming “BUY NOW”

They looked like TikToks. Just strategically built.

Then the funnel:

✨ Three prospecting funnel & one strong remarketing funnel.

TikTok is an acquisition channel!!! It’s where people discover you.
So maximise it 📣

People are already searching for what they want. Why wouldn’t you capture that demand?

TikTok builds interest & website protects margin!

-----------------

If you’re struggling with TikTok ads, message me “TikTok website”

We’ll run a free audit and show you exactly where you can scale 🤍🤍

taplio

The Battle

Rachael Higgins

Ayan O.

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taplio

The Battle

Rachael Higgins

Ayan O.

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ayan O.'s LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAyan O.'s LinkedIn Performance