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

Rachael is the Founder and Company Director of Because of Marketing, a global digital marketing publication. 

An Instagram page that started from her bedroom in July 2020 has become a trusted publication for the latest in marketing campaigns, industry news, and trends. 

In just five years, Because of Marketing has grown a community and following of over 700,000 and earns more than 40 million organic impressions annually with a large audience base across the US, UK and Australia. 

With a passion for business and marketing from a young age, Rachael’s career began when she studied International Business Management with Marketing at Heriot Watt University, Edinburgh. She graduated with a First Class Honours degree, awarded Third Year University Prize, First prize Balmoral Asset Management and Deputy Principal awards for 2017/2018 and 2018/2019. 

Her first marketing role was in Dubai before returning home to continue building Because of Marketing full time. She has 6 years industry experience and uses her voice on LinkedIn to share her story, educate her audience through her marketing knowledge and build Because of Marketing in public. 

Rachael advocates for the Lewy Body Society and Alzheimer Scotland, having raised over £17,000 in the past seven years to support their vital work.


• Rachael has been featured In: 
Mailerlite, Virgin Money, Shield, Semrush and LinkedIn News

• Brand Partnerships Include: 
Adobe, Meta, Notion, Hootsuite, Semrush, Virgin Startup, Typeform, Intuit Mailchimp, LinkedIn, LinkedIn For Marketing, BT Business 

• Speaking Engagements Include:
Chartered Institute of Marketing, Heriot Watt University, Spotlight by Semrush Mastermind Session, The Marketing MeetUp


To discuss business inquiries please contact:
rachael@becauseofmarketing.com
partnerships@becauseofmarketing.com

CEO & Founder

Coca-Cola just proved a 95-year-old marketing strategy still works, even with AI. 

Since 1930, Coca-Cola started using Santa Claus in their advertising throughout Christmas time.

Illustrator Haddon Sundblom created a warm, friendly image of Santa Claus enjoying a Coke, which soon became a cultural icon symbolising the brand with Santa’s red suit.


Every year since, Coca-Cola has brought Santa to life across billboards, adverts, packaging, and of course, the iconic Christmas truck introduced in 1995.

But for the second year in a row, the soft drink giant has leaned on AI to power its Christmas campaign, 

and the internet has opinions. 

“Genuinely feel like this is the one Christmas advert they should have never changed. Ruined it,” one user commented on TikTok in response to the ad.

But despite the online backlash, the numbers tell a different story. 

According to System1 and Andrew Tindall, Coca-Cola’s 2025 AI advert scored 5.9 stars and achieved 97% brand distinctiveness. 

Which is proof that their timeless brand assets (Santa Claus, the red truck, the ‘Holidays Are Coming’ music, and the bottles featured) still resonate deeply with consumers. 

So while many argue that AI is killing creativity, Coca-Cola might just be showing us how to balance innovation with tradition, keeping the magic of Santa alive in a new era.

Here’s what their campaign continues to teach us:

• Coca-Cola has built a decades-long narrative around Santa Claus:

↳ the red Christmas truck, polar bears, and nostalgic nods to its heritage. 

A great story captures attention, sparks emotion, and turns campaigns into memories. 

Aldi’s Kevin the Carrot is another example of storytelling done right - case study coming soon! 


• Coca-Cola’s Christmas marketing isn’t about selling a drink, it’s about selling a feeling. 

↳Their campaigns tap into the heart of the festive season: kindness, togetherness, joy, and magic, which all embody Coke’s values. 


• Consistency Builds Trust 

↳ Coca-Cola has built a sense of tradition since 1930, reinforcing its brand identity during the festive season.

Consistent messaging, visuals, and themes help solidify your brand’s identity in the minds of consumers, making it instantly recognisable. 



Coca-Cola proves that storytelling, emotion, and consistency can withstand the test of time, even in the age of AI. 

Because when you’ve built 95 years of brand equity, not even technology can disrupt it. 

But for brands without Coca-Cola’s heritage, that strategy might not translate as easily. 

Their advert is a reminder to us that marketing isn’t just about how you make a campaign, it’s about how your audience feels when they see it.

What do you think of Coca-Cola’s AI Christmas advert this year? 🎅🏼

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One day your posting pictures on Instagram to build your marketing experience and 5 years later you’re partnering with one of the most credible, industry-leading beauty marketing business in London! 

Everyday I honestly pinch myself at what Because of Marketing has become. 

On Tuesday evening over 50 guests attended Because of Marketing and SEEN Group’s event bringing together the voices shaping our industry's future.

Moderated by the wonderful Chelsea Mtada, we discussed three main themes:

- How creative thinking builds long term brand equity 
- How advocacy and PR are evolving into growth engines 
- How physical experiences are redefining how brands are felt shared and remembered.

Joining me on the panel was: 

• Renee Juzdan - Global Director of Events and Experiences at Burberry
• Nellie Eden - London-based Creative Director, Editor & Consultant
• Natasha Hulme - Chief Creative Strategy Officer at SEEN 
• Hengheng Xu - Cosmetics, Skincare and Bodycare at TikTok

The evening was filled with insight and value on what’s driving our industry forward with examples of brands who are doing this well! 

Going into 2026, I’m excited to bring the Because of Marketing community together even more through these in person events. 

Thank you to the team at SEEN for trusting us and for being a great partner to bring this event to life 🤎 

And thank you to everyone who attended, participated, and helped make this event a real success. 

Here’s to the next one! 

Photography by Julia Kozhan

Marketing is starting to look a lot like the movie Moneyball

You don't win by spending the most, you win by thinking the smartest. In particular, trusting the data that truly drives outcomes [ad] 

And on December 3rd, LinkedIn for Marketing will unpack exactly how to do that in their upcoming live B2Believe virtual event.

➡️ Sign up here: https://lnkd.in/dsJm4DK7
–
On Tuesday, I attended LinkedIn’s B2Believe event and one thing became clear:

B2B marketers’ unfair advantage is using data, creativity and audience insight together. Their virtual event will show you how to put this into action as we head into 2026.

Here’s a teaser of what LinkedIn’s live event will explore: 

1. The B2B Business of Marketing

The numbers tell a story most marketers are missing:

• 82% of marketers say earning trust now matters as much as driving reach.
• 71% of Millennial and Gen Z decision-makers demand authenticity over polish.
• LinkedIn Ads delivers 113% ROAS that comes from meeting your audience where marketing means business.

The virtual event will unpack how to use these behaviours to measure impact, drive ROI and show up where your audience actually spends time.
 
(Which is the smartest way to win in today’s $20T marketplace.)


2. Why Video Is No Longer Optional

LinkedIn now sees 154B annual video views (+36% YoY).

But the real opportunity is understanding the psychology behind the scroll:

→ Put simply: make your audience feel something, and they'll do something.

During the virtual event, LinkedIn will show how to build data-led, creative video that not only earns attention but impacts the pipeline.


3. The Power of Creativity

Success also comes from the art that brings it all to life. In other words, creativity. 

→ 49% of B2B decision-makers are more likely to explore companies with creative advertising.

The virtual event will dive into how creativity and upper-funnel strategy work together to drive 3x more leads, and how to balance art + science for real impact.

These insights are just the surface.

If you want to learn more, with practical steps to apply in your 2026 B2B marketing strategy,  join LinkedIn’s live virtual B2Believe event on December 3rd (10:00–10:45 AM GMT).

Secure your spot: https://lnkd.in/dsJm4DK7

It was also great connecting with friends from LinkedIn: Joe Glover, Matt Swain and Sanam Dhanoa 🤎

#B2Believe #B2BelieveVirtual #Ad

Brand partnership • Founder of Because of Marketing

In 1997 Starbucks taught us a valuable marketing lesson when they introduced their first-ever festive Holiday Cup.

Since then, their red cup designs have become symbolic, signalling the unofficial start of the holiday season 🎄

Today, many other cafes and coffee chains release their own winter cup designs. 

So why does a simple change in design make millions of people feel like Christmas has officially arrived?


The person behind these designs is Starbucks Creative Director Kristy Cameron who commented in a press release: 

“There’s something unmistakably magical about that moment the cups arrive – it’s as if the season officially begins”

As a marketer, I couldn’t agree more. 

This year’s holiday cup theme was inspired by the green and red aprons worn by Starbucks baristas:

• Merry Apron Strings (in both red and green) 
→ celebrates the annual shift from green to holiday red aprons

• Coffeehouse Plaid 
→ makes the cups feel like they’re wrapped in festive gift packaging

• Cold Cups 
→ feature ribbon-like red and green designs


Each cup also includes a blank tag on the back, which is perfect for a personalised message and a thoughtful little touchpoint! 

Their 15-second spot, created by Stagwell and set to The Proclaimers’ 500 Miles, shows charming cartoon ice skaters dancing around holiday drinks

(Caramel Brulée Latte, Peppermint Mocha and Iced Gingerbread Chai), continuing the story behind the festive designs.

On Starbucks’ Instagram alone, several videos on their festive designs and red cups have over 1 million views. 

Even the teaser for their official Red Cup Day which took place on November 13th received over 8.2 million views. 

But it doesn’t stop there.

The design story continues in-store, too, with evergreen garlands, velvet ribbons and campaign visuals playing throughout Starbucks coffee chains. 

For over 5 years, I’ve analysed Starbucks’ holiday campaign because it made me curious around  how brands become part of cultural rituals. 

They’ve built an emotional connection that links the consumer, the holiday season and the Starbucks brand.

Between now and Christmas the festive cups will fill your social stories and grid. This generates a bank of UGC, free publicity and media coverage for Starbucks.

It proves the power of seasonal marketing and the impact of changing your packaging.

Because it’s a reminder that Starbucks isn’t just selling coffee, they’re selling the experience of visiting, whether you sit in, drive thru or takeaway.

They’ve transformed a simple cup into an iconic representation of their brand experience.

And as marketers, we can learn from Starbucks success by: 

- Build emotion around seasonal moments 
- Design experiences customers want to share 
- Tap into existing rituals rather than trying to create new ones

Let me know your thoughts on this year’s cup design! ❤️

Images credit 2 & 3: Starbucks Instagram.

B2B marketers are stuck between tighter budgets and rising ROI demands. LinkedIn for Marketing  just announced how to solve both #ad

On Wednesday 3rd December, LinkedIn is hosting a free virtual B2Believe event, helping you meet your audience where business actually happens.

I attended their in-person B2Believe event, and everything I learned there is what you’ll get in the virtual experience too.


Insights like:

• How an always-on brand drives a 10% lift in conversions
• Why brand-building content supercharges lead gen performance
• How LinkedIn Ads deliver 113% ROAS by reaching buyers where impact is proven


And the virtual event goes even deeper. You’ll get practical guidance on:

• Authentic storytelling
→ What actually makes B2B brands buyable today, and why trust is now as valuable as reach.

• Data-led video strategy
→ How to build creative that resonates with Millennial + Gen Z decision-makers 

(and why mobile-first video is outperforming polished production).

• Proving real outcomes
→ How LinkedIn empowers marketers to demonstrate business impact and turn marketing into measurable growth, not guesswork.

So, if you want smarter investment decisions, deeper insight, and marketing that fuels real pipeline in 2026;


This is the event you can’t afford to miss! 

Spots are free, but attention isn’t.

→ Register today: https://lnkd.in/dsJm4DK7 


#B2Believe #B2BelieveVirtual

A recap on Day 2 & 3 of Adobe MAX in Los Angeles!! 

And yes; I made Because of Marketing’s very first sticker! 

After the Adobe Ambassador Summit, I spent two incredible days at Adobe MAX;

A global creative conference that brought together over 10,000 designers, marketers, filmmakers, and innovators.

Day 1 Highlights:

• Adobe’s CEO, Shantanu Narayen, kicked off the keynote, discussing new features and celebrating the power of creativity.

↳ Over 80 updates dropped for Adobe ambassadors and customers including:

    → Adobe Express: AI Assistant + ChatGPT integration (this one has me very excited)
    → Adobe Photoshop: improved Remove Tool, Harmonize, Firefly Boards, Temperature Adjustment Layers
    → Adobe Premiere: iPhone access, Auto Bleep, Sequence enhancements

• The Adobe leadership team followed with live demos, product deep-dives, and insights on creating content smarter, faster, and better.

• The Creative Park brought so much energy with brands like LinkedIn, Sharpie, TikTok, and Coca-Cola inviting us into their brand worlds! 

• And I wrapped the day with Lia Haberman’s session on Gen Z social trends and content formats.

One stat that stuck with me from Lia’s session was:

Memes can boost engagement, with some campaigns seeing a 60% increase in sales (Forbes study) 


Day 2 Moments:

• James Gunn joined Adobe’s Jason Levine for an inspiring chat on filmmaking and creative storytelling.

• I reconnected with friends from around the world and explored more creative booths and sessions in the Creative Park.

• The day ended with a live creator Q&A hosted by Colin and Samir, founders of The Colin and Samir Show. 

They shared thoughtful advice on brand partnerships, short vs. long-form content, and building confidence as a creator! 


But my favourite part of the Creative Park had to be the Adobe Express “Café Express-o”, where I designed Because of Marketing’s first-ever sticker using their new AI Assistant (in beta).

(More on this new feature coming next week) 

- 

Attending Adobe MAX for the second time felt like such a pinch-me moment. 

I’ve been to many events, but none that bring together 10,000 creatives with this kind of energy.

It perfectly embodies what Adobe stands for: 

celebrating creativity, innovation, and technology.


Until next time 🤎

#AD #AdobeAmbassadorsAtMAX

Some moments define a journey. This is ours. 

Over 5 years ago I founded Because of Marketing from my bedroom. 

Next week, we’re hosting our second in-person event with SEEN Group, bringing together the voices shaping our industry's future.

Today I’m excited to announce our panelists and who I’ll be sharing the panel with: 

• Renee Juzdan  - Global Director of Events and Experiences at Burberry
• Nellie Eden - London-based Creative Director, Editor & Consultant
• Natasha Hulme - Chief Creative Stratey Officer at SEEN Group 

The panel will be moderated by Chelsea Mtada, Senior Strategist at SEEN Group!

Together, we will explore the themes, shifts, and evolutions shaping the future of creativity, advocacy, and experience — and what they signal for what comes next.

We’ll be discussing: 

- How creative thinking builds long term brand equity 
- How advocacy and PR are evolving into growth engines 
- How physical experiences are redefining how brands are felt shared and remembered. 

And guests will have the opportunity to network and make new connections on the evening! 

Limited tickets available below: 
https://lnkd.in/eufSSSNi


We look forward to welcoming you 🤎

Adobe just gave us the creative partner we didn't know we needed 

And it’s been helping me amongst the Q4 and Christmas chaos.


Black Friday sales, Christmas campaigns, darker nights, and let's be honest, our creativity is already running on fumes as we countdown to the holidays.

But when I was at Adobe MAX last month, they shared something that I’ve been testing as we approach the end of year content madness. 


Adobe Express AI Assistant (beta) isn't just another AI tool trying to replace creativity. 

It's the creative partner that helps you save time whilst still bringing the creativity out in you. 

As one of Adobe’s leadership executives mentioned during the summit:

“AI shouldn’t automate aesthetics — it should amplify artistry.”


Here's how I’ve been trialling the AI Assistant in Adobe Express: 

Once you toggle on AI Assistant, you're not starting from scratch anymore. You can either work with Adobe's templates or upload your existing designs. 

The AI assistant suggests prompts based on what you upload, so when you’re lacking that creative spark, it's already thinking ahead for you.

I tested it with a few edits this week:

• Apply vintage film effects — because who doesn’t love nostalgia during the holidays
• Generate a design to elevate an existing image - I need creative inspiration for our Christmas adverts round up! 
• Change backgrounds completely — from office to Santa’s workshop 

But this is what I love most:

Instead of generic AI suggestions, it learns your brand aesthetic. You can:

→ Add or replace objects while keeping your style intact
→ Apply filters and palettes that stay on-brand
→ Resize and realign without losing quality
→ Generate copy that matches your tone

The feature works through simple text prompts, so if you need a last-minute Christmas invitation, simply prompt it with "create a Christmas dinner invitation with red and gold sparkles” and watch the magic happen. 

You can easily prompt anything and edit anything! 


This isn't about AI doing the work for you. It's about AI assisting with your creative workflow, so you can save time whilst still controlling the creativity of your assets. 

Give it a try and let me know what you think! 🤎
 
#AD #AdobeAmbassadorsAtMAX

Adobe Express AI Assistant (Beta)

• 97% of marketing leaders believe their team drives web strategy, but • 94% of technical leaders say they do.

This is an ongoing office debate, and if you've been in those meetings, you know exactly how it plays out [ad]

If you’ve ever felt the tension between marketing and engineering… the data confirms you’re not imagining it.

That’s just one of the insights from Webflow’e new 'State of the Website Report', 

which dives into how teams collaborate, the opportunities for 2026 and how AI is reshaping the future of web development.

This is exactly why Webflow built their AI-native Website Experience Platform, to empower marketing teams to: 
 • Move faster without compromise • Break out of cookie-cutter tools • Build bold, branded web experiences that convert

They're also trusted by over 300,000 brands including The New York Times, Dropbox, and TED who rely on Webflow to build, manage, and optimise their websites.

Whilst reading the report, this caught my attention. The top priorities for marketing leaders over the next 12 months are:
 • Optimising AI-driven search and summaries • Driving lead-gen and revenue impact
• Improving site health

And on a fun note, a huge thank you to Webflow for sending over a custom “Future of the Web” mechanical keyboard. 

It’s already earned a permanent spot on my desk! 

The team has also offered to give away one of their keyboards (just in time for an early Christmas gift) 🤎 

I'll select a winner in the comments; all you have to do is share one prediction on the future of the web in 2026 for your chance to win!! 
 Find out whether marketers or tech leaders own the web strategy along with other insights to help you grow; 

download the report today→ https://wfl.io/Rachael

#ad

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