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In this week’s Marketing Espresso, I’m diving into what makes advertising actually work — and yep, we’re using that Telstra ad as our case study.

You know the one… catchy song, slightly annoying guy, and now, a bunch of versions popping up all over social media. But here’s the clever bit...Telstra didn’t just sit back and hope it went viral. They went all in, re-creating it with user-generated content and letting the internet do its thing.

We’ll break down why it’s working — from the smart use of music, to community-driven content, to how brand recognition plays into getting a whole country talking (even if half of them are rolling their eyes).

Plus, we’ll talk about the bigger picture:
☕ How jingles can work differently for local vs national audiences
☕ Why intentionality is the secret weapon behind any great ad
☕ What you can steal from Telstra’s playbook — whether you’re a rural business, an online store, or running Insta ads from your kitchen table

Because love it or hate it, this campaign is proof that if you want attention, you’ve gotta give people something worth talking about.

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Send us a text

In this episode of Marketing Espresso, I chat with Leah from Snappystreet Creative about the ins and outs of podcasting. We explore whether starting a podcast is worth it for your business, the dedication required, and how impactful it can actually be.

Leah shares her extensive experience in the field and provides key insights on optimising your podcast journey. We talk about the importance of knowing your 'why,' the challenges of maintaining consistency, and practical tips for those considering taking the plunge.

Tune in to discover if a podcast is the right move for you and gather actionable advice on how to set yourself up for success.

Connect with Leah:

Website: http://snappystreetcreative.com.au/
Instagram: https://www.instagram.com/snappystreetcreative/

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Send us a text

In this episode, I’m joined by Clare Walter - digital designer, branding expert and founder of Ignitely, to unpack what’s really going on with SEO right now. With AI changing how users search and how platforms like Google serve results, we’re diving deep into what this means for your website, your content and your broader marketing strategy.

Clare brings two decades of experience and a practical approach to digital strategy. Together, we explore how AI-generated content is flooding the internet and why it’s critical to shift our thinking around SEO, content creation and user engagement.

We talk about how Google's AI Overview is changing search behaviour, why traditional keyword stuffing is no longer enough, and how content that lacks human insight is quickly becoming obsolete. Clare offers practical tips on improving your site's domain authority, the value of backlinks, and what kind of content is actually getting served by Google’s AI.

She also shares how using AI strategically, as a content brainstormer or editor, not a creator can support your SEO efforts without damaging your credibility. Plus, we dive into broader marketing themes, like why human connection and emotional resonance are more important than ever across all your channels.

If SEO feels overwhelming or outdated to you, this episode will give you fresh perspective and practical actions. You’ll walk away with ideas to strengthen your online presence and ensure your content stands out in an increasingly automated world.

Key takeaways:

• Google’s AI Overview is changing how search results are displayed and reducing click-through rates to websites.
• Content structured like prompts or FAQs is more likely to be served in AI results.
• Simply using AI to generate blogs won’t cut it - authenticity, opinion and human insight matter more than ever.
• Building domain authority with high-quality backlinks and a technically sound site is essential.
• Holistic marketing strategies that go beyond SEO are key to long-term success.

Action steps:

• Review your blog and website content - are you actually offering insight or just adding noise?
• Rework key pages and posts to answer real user questions in a conversational format.
• Use AI as a collaborator, not a copywriter. Make your content distinctly human.
• Focus on brand trust and engagement across all touchpoints - because SEO alone won’t save you.

Connect with Clare
https://ignitely.com.au/
https://www.instagram.com/ignitely_creative/
https://www.linkedin.com/in/clarewalterdesign/

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative