The Art of Storytelling in Marketing

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What’s up, Rock Nation! Today we’re joined by Heidi Somers - YouTuber, entrepreneur, and founder of Buffbunny Collection. Over the past nine years, she’s scaled her creator-led activewear brand into a movement that women around the world connect with.

Heidi breaks down how storytelling became her unfair advantage - from early campaign videos that made women cry, to collections inspired by childhood nostalgia, to the inclusive sizing approach that fixed a broken industry standard. She shares why “pretty girl, pretty outfit” isn’t enough, and how Buffbunny built community by making every woman feel seen.

We also dive into the blueprint any brand can use in 2025: Nail your storytelling, lean into influencer marketing, and create innovative products people can’t buy on Amazon. If you want to learn how to turn a vision into an empire, this episode is packed with lessons from one of the most successful women in fitness and fashion.

Check out Heidi here:

https://www.instagram.com/buffbunny/

https://www.youtube.com/ ⁨@heidisomers⁩ 

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Timestamps:

0:00 - Intro

1:17 - Using storytelling to grow Buff Bunny

2:37 - The campaign that changed everything

5:03 - How Heidi decides which stories are worth sharing

7:07 - Measuring campaign success

8:26 - Breaking down a new campaign strategy

10:56 - Being a year and a half ahead on drops

12:47 - Pretty girl, pretty outfit, pretty photo doesn't work anymore

13:23 - The new collection content playbook

14:29 - Artlist

15:29 - Pretty girl, pretty video, pretty outfit doesn’t work

17:37 - Solving a problem in a saturated market

21:06 - How Grounds (Heidi’s fitness app) came about

23:04 - The gym can be very intimidating

24:31 - There’s always something you can improve on in business

25:58 - How Buff Bunny solved sizing issues for women’s athletic wear

28:13 - Personal Brand Playbook

28:37 - The cost of the perfect fit

29:27 - The story Heidi wants to tell with Buff Bunny

31:22 - Making clothing for every woman in every size

32:51 - The biggest lessons learned in business

35:05 - Asking Christian for advice

37:14 - Heidi’s best piece for business owners

40:35 - The 3 pillars needed to create a successful brand

42:08 - Influencer marketing

43:54 - Why TikTok is great

45:02 - Don’t overcomplicate it

46:09 - Buff Bunny ad strategy

47:51 - Heidi’s content strategy

49:46 - What Heidi has learned from her personal brand team

51:23 - Evolving YouTube content

53:25 - How to start creating content

56:34 - The future of Heidi’s personal brand

58:28 - Public speaking tips

1:05:09 - Team Trips for team building

1:07:33 - Finding boundaries with your content

1:09:09 - Boundaries as an entrepreneur

1:13:28 - Resilience

1:18:10 - How Heidi and Christian started dating

1:19:06 - The power in having a partner

1:23:29 - Hiring and firing advice

1:27:24 - Travel fitness tips

1:31:17 - Launching Grounds with multiple trainers

1:35:55 - Do it with shaky hands

1:40:33 - Relationship advice for entrepreneurs

1:44:16 - Advice to your 18 year old self

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