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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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