Dani Digital

CEO | Founder | Director

XOXO

CMO + Co-Founder

University of Surrey

Marketing Ambassador

University of Surrey Students'​ Union

Digital Communications Assistant 

Bar Staff

Sainsbury's

Sales Assistant

Explore Learning

Student Tutor

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
I coach internal teams to run like agencies - without burning out or drowning in busywork.
Structure. Clarity. Direction.

📌 I’ve helped brands hit 7 figures without paid ads
📌 Generated 100M+ organic impressions across client accounts.
📌 Built systems that do the heavy lifting - so your team doesn’t have to.

Right now, I’m quietly building something new.

It’s Pinterest-powered. It’s growth-focused.
And it’s for founders who are ready to stop guessing.

👀 Want early access? You know what to do.


At 6 I was in a refuge, my clothes from charity bags

By 24 my business had made over $1m

See I knew that hook would work

You want to copy me, right?

thing is - at 24 I also had the worst burnout of my life

I'm talking full on meltdown, burnt my agency to the ground and was honestly being toxic to all of my closest friends and family

I want to highlight 2 things on this fabulous Monday:

1. You should never open posts like this hoping to 'copy' someone. If they give you a formula of how to get from a to z 'just like them', run 🏃‍♀️

2. Please take some time this week to get off of social media and figure out what MATTERS to you:

because what I'm the most proud of??

Not the 7-fig business year I had last year

but that by 25 I can say I'm well on my way to true freedom

I fill my mornings with homemade food and playing with the dogs

maybe I meet a friend for brunch

go to my coworking space, hash out some passion work

Home, read, chill, sleep

TW: MY LIFE DOESN'T REVOLVE AROUND WORK

(dw I'm ready for all the hustle culture stans to come at me dw)

Your life doesn't have to either

If you want it to, honestly I'm backing you every step of the way queen

But please stop letting society pressure you into thinking being 'rich' is successful

Because then you'll be like me, a 'millionaire' with no idea of her passions, burnout going crazy, neglecting relationships and not truly living and you don't even wanna know what my health got like

I guess the moral of my story is: live for you

and if you don't know what that truly means for you, take some time this week to figure it out

even if it's just the first baby step x

(+ my DMs are ALWAYS open if you need 🫶)

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

Everyone's following the same Insta
‘blueprint’

I got 7.8k views in ONE WEEK just testing random sh*t

You're copying what worked for someone else.

Following their posting schedule.
Using their hashtag strategy.
Mimicking their aesthetic.

And wondering why it's not working for YOU.

Meanwhile I threw strategy out the window and just... tested.

Posted at 3am? Terrible idea.
Zero hashtags? Somehow worked.
Blurry photo? Highest engagement.

No blueprint. Just data.

Because here's what nobody wants to admit:

There IS no one-size-fits-all in organic marketing.

What works for fashion won't work for B2B.
What works for millennials won't work for Gen Z.
What works TODAY won't work next month.

The only strategy that works?

TESTING.

Not what some guru says.
Not what worked in 2023.
Not what your competitor does.

What YOUR data tells you.

My biochem brain gets it - this is literally just running experiments.

Change one variable.
Measure results.
Iterate.

While everyone's buying another course on ‘the Instagram formula’...

I'm treating my account like a lab.

And the results speak for themselves.

Stop following blueprints.
Start running experiments.

Your audience is TELLING you what they want.

You just have to test enough to hear them.

(and yes, this post is also a test. Let's see if you prove me right 💅)

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1.22 MILLION impressions in 90 days from Pinterest

(with zero ad spend)

While you're burning cash on Meta ads for 50k reach...

I just pulled 1.22M impressions + 113k engagements in 90 days.

For free.

My biochem brain sees it clearly 💅 

Meta Ads = pay to play
Pinterest = SEO compounds forever

The actual stats are INSANE:

📌 1.22M impressions
📌 113k engagements  
📌 660 outbound clicks
📌 90 days
📌 £0 spent

That's 13,555 impressions per day without touching it.

You post once.
It works forever.
Traffic multiplies while you sleep.

Meanwhile your TikTok peaked at hour 3 and now it's dead 💀

The compound math hits different:

Day 1-30: 200k impressions
Day 31-60: 400k impressions  
Day 61-90: 620k impressions

See the acceleration?

compound interest bestieeee

Each pin stacks on the last.
Each board amplifies the next.
Each keyword compounds your reach.

My clients competition is still treating Pinterest like a moodboard

While she’s engineering a traffic machine that prints 1M+ impressions quarterly

Pinterest SEO isn't sexy don’t get me wrong

But 1.22M free impressions in 90 days is

Especially when they're paying £10k for the same reach 💅

(yes these are my actual screenshots and yes doors have re-opened for Pinterest management)

90 days, 1.4m impressions

on a brand new Pinterest account

I get SO many DMs every day asking ‘how??’

So I’ll just paste what I tell everyone:

1. Make sure your account is OPTIMISED. The keywords need to be everywhere, profile, boards, descriptions

2. Create 5-10 boards in your niche (that your TA is searching for)

3. Post 2 pins/day that are optimised

4. That’s literally it 🥲🤣🤣

Sure there’s ways you can grow to 7 figure reach and increase CTR etc etc

If you want the full breakdown you can get my guide here: https://lnkd.in/eT4nknaf

But honestly to just get started and gain momentum you DON’T NEED IT!! 

Follow the steps above

See if you’re actually consistent

THEN focus on scaling. Buy a guide. Invest. 

Or, if you don’t have time I have 1 more space in October for Pinterest Management

But I don’t wanna sell to you

PLEASE just try it for yourself

It’ll take 1 day/month, max 

(for a basic strategy and posting schedule like above) 

Brands on Pinterest are taking over

You don’t wanna miss out x

54k of you watched me announce XOXO's pivot with zero plan

Now I'm gonna tell you what I haven't admitted yet

I have a business. w inventory. w potential. 

And absolutely NO IDEA what it's becoming.

My brain at 3am looks like:

Monday: 'Christian conversation cards to explore faith'
Tuesday: 'Intimacy sex packs for couples'
Wednesday: 'Charity in Bali - 50% profits to local families'
Thursday: 'More dating events bc that sold 200 tickets'
Friday: 'What if we did ALL of them?'

This is the first time in my business journey where something's ACTIVE but #planless

Usually I'm the strategy girl. The Pinterest queen with data. The one who scales brands to 7 figs with SYSTEMS.

But XOXO?

XOXO is teaching me something terrifying:

Sometimes the plan IS not having a plan.

My biochem brain is SCREAMING. It wants spreadsheets. Projections. Market research.

But maybe... just maybe... 

The magic happens when you stop forcing the answer.

When you let 1000s of conversation cards sit in your room while you test WILDLY different ideas.

Christian packs to sex packs is UNHINGED as a product range 😭

But what if that's exactly the point?

What if XOXO becomes whatever people NEED it to become?

Not what makes sense on paper.
Not what VCs would fund.
Not what my business coach would approve.

Just... what feels right in the moment.

I'm either building the messiest brand pivot ever or accidentally creating something revolutionary by NOT planning it.

(ps if you have strong feelings about christian vs sex packs please drop them below bc I literally need a sign from God at this point 💀)

I sent a bot to 3 meetings last week instead of attending

My team had no idea (soz guys!)

They got the summaries in Slack 10 mins later and carried on like normal.

Meanwhile I saved 3 hours and actually got sh*t done.

This is either genius or I'm a terrible boss 🤷🏻‍♀️

But here's what's wild:

My client asked about pricing we discussed 6 months ago. Usually I'd be digging through 73829 email threads for an hour.

Searched ‘pricing structure’ → found it in seconds.

Not minutes. SECONDSSS!

The psychology shift happened fast:

Week 1: Felt reaaal guilty sending a bot
Week 2: Sent it to ‘optional’ meetings
Week 3: Realised most meetings ARE optional
Week 4: Living my best life

The compound effect from the last 30 days:

Before: 15 hrs/week in meetings
Now: 6 hrs/week in ACTUAL important meetings
Difference: 9 hrs to scale client accounts

That's 468 hours per year.

Or 58 working days.

Just from being strategic about meetings.

But the REAL it girl moment?

Every meeting is now searchable. Every decision documented. Every action item crystal clear.

New team member joins? Here's 6 months of context.
Client questions something? Here's exactly what we agreed.
Team confusion? Search → find → done.

We're building institutional memory without trying.

(bye bye outdated SOP docs)

While everyone's playing meeting tennis, we're building a searchable second brain for the entire business.

The funniest part?

My team PREFERS the bot summaries to my rambling notes

(I’m not even surprised)

They're structured. Consistent. Actually useful.

(yes I use Noota for this - their Slack integration is chef's kiss and no they didn't pay me to say that)

Your competition is drowning in meetings they'll forget by Friday.

You could be building a knowledge machine that compounds forever.

ps - if you're still attending every meeting ‘just in case’... bestie we need to talk 💅

you have 2 weeks free trial + 20% off with my link: https://lnkd.in/eEYx3c_U

Pinterest users are SEARCHING to buy

(89% of them have their wallets out already)

Meanwhile you're fighting for 2% reach on TikTok 💀

My client just messaged me LOSING IT bc Pinterest sent her 454 clicks last month from pins we posted in FEBRUARY

(that's £3k in revenue from 6-month-old content bestie)

You know what your TikTok post from February is doing?

Nothing. It's dead. Buried under 73829 other posts.

But Pinterest? 

Pinterest users aren't scrolling mindlessly at 11pm

They're SEARCHING ‘personal brand ideas’ with a £10k budget

They're HUNTING ‘aesthetic coffee machine’ ready to drop £2k

They're PLANNING ‘Bali trip outfits’ with their credit card out

The psychology is COMPLETELY different:

TikTok: ‘entertain me while I avoid sleep’
Pinterest: ‘help me buy the thing I already decided I want’

It’s actually rly rly simple:

Social media = interruption marketing
Pinterest = intention marketing

One fights for attention.
One captures existing demand.

While you're creating another TikTok begging people to care...

Pinterest users are literally typing ‘WHERE CAN I BUY THIS’

Stop chasing people who don't want to be sold to.

Start showing up where people are ASKING to buy.

Today I start with 2 new brands on Pinterest:

👖 Clothes Doctor
🍊 Clementine App

I’m taking on 2 more clients this month - DM me if you want these results to be yours x

Milka removed a piece of chocolate and MADE €1.3M

Everyone's obsessed with adding MORE to their products

Meanwhile Milka literally took something away

In 2013, they removed one square from 13 MILLION chocolate bars. 

Just... missing. Gone.

But here's the GENIUS part:

They didn't just create scarcity. They engineered a choice.

You could claim your missing square online and either:
→ keep it for yourself (bc who shares the last piece?)
→ send it to someone with a personal message

Over 500,000 people chose to GIVE AWAY their last square.

The campaign psychology is chef's kiss:

They physically altered their ENTIRE production line to make you experience their brand value of 'tenderness'

Not a tagline. Not an ad. An actual missing piece of chocolate that forced a decision.

Results?
📊 33% sales increase during campaign
📊 65 million people reached
📊 3M+ YouTube views
📊 500 articles in 158 countries

While everyone's adding 'NEW IMPROVED FORMULA' stickers...

Milka proved that sometimes the most powerful marketing is what you DON'T give them.

Your competitors are still trying to be everything to everyone.

What if you became known for what you deliberately leave out?

(ps this may just be my fav earned media x guerrilla marketing camapign crossover EVER)

Duolingo killed their owl mascot and made 144 MILLION people watch

They literally posted videos of Duo getting hit by a Tesla Cybertruck

WITH SLOW-MO REPLAYS

I cannot make this up 😭

The internet LOST IT:
- Fake obituaries
- Funeral procession videos
- Grief counseling hotlines
- 'Duo probably died waiting for you to do your lesson'

Then Dua Lipa tweeted 'Til death duo part'

144 MILLION VIEWS

(yes that's a real sentence I just typed)

But here's the GENIUS part:

They held their mascot hostage.

'Bring Back Duo Challenge' - earn 50 BILLION XP to resurrect him

Suddenly everyone's doing their Spanish lessons like their life depends on it

The marketing psychology?! 10/10

They turned a language app into a Netflix drama

Created urgency through fake death

Made learning feel like a rescue mission

While your brand is scared to change your FONT COLOR...

Duolingo murdered their mascot for engagement

And it WORKED

This is what happens when you commit to being unhinged:

→ Years of weird TikToks earned them permission
→ Consistent chaos became their brand
→ People EXPECTED them to do something mental

You're still asking 'is this on brand?'

Duolingo's asking 'is this weird enough?'

Sometimes the best marketing strategy is having no chill whatsoever 💅

Greggs just opened a PUB and I'm FERAL

If I was anywhere near Newcastle rn I'd be RUNNING

they're calling it The Golden Flake Tavern.
pink Jammie Pale Ale on tap.
classic sausage roll on the menu.

This is peak guerrilla marketing and here's why:

They didn't announce it months in advance.
They didn't run focus groups.
They just... opened a pub. In Fenwick.

For 5 months only.

Guys I'm actually so here for it 😭

The FOMO is IMMEDIATE

Think about what they've created:

→ Urgency (limited time)
→ Exclusivity (one location)
→ Shareability (who ISN'T posting about this?)
→ Brand chaos (a bakery serving beer???)

This is how you hijack culture.

Not with a press release.
With a bloody Greggs sausage roll.

Greggs IS Britain core.
Steak bakes and meal deals.
Working class icons.

And they just made it BETTER.

While your brand is scared to try anything new...

Greggs opened a pub bc...

why the hell not??

Your competition is still making mood boards.

Greggs is making HISTORY.

ps - booking my train to Newcastle as we speak. Who's coming? First round of sosig rolls is on me 💅

Taplio

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