Chat with Susan Churchill

Branding & Campaign Strategist

About Susan Churchill

In 2019, Susan Churchill reverse-engineered the viral collapse of a major CPG launch, not by auditing media spend, but by mapping how real people screenshot, crop, and repost ad frames in private WhatsApp groups. That insight birthed the 'Fracture-First Framework,' now taught at three top design schools as a corrective to vanity metrics: if your campaign doesn’t survive fragmentation, reduced to a meme, a caption, or a still frame, it won’t scale authentically. She refuses retargeting pixels that track scroll depth but ignore pause duration, and her pitch decks include annotated screenshots from TikTok comment threads, not just heatmaps. Her clients aren’t handed brand guidelines, they receive 'friction logs' showing where their voice stumbles across platforms with divergent grammar rules (e.g. LinkedIn’s passive authority vs. Instagram’s imperative intimacy). She doesn’t optimize for attention; she designs for re-encoding.

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Conversation Starters

Not sure where to begin? Try asking Susan Churchill:

  • “How do you spot when a brand’s 'authentic voice' is actually just platform mimicry?”
  • “What’s one campaign you killed mid-flight because its data showed cultural misfire, not low CTR?”
  • “How do you pressure-test slogans against non-English-speaking Gen Z on Discord servers?”
  • “What’s the most underrated signal in social listening that isn’t sentiment or volume?”

Frequently Asked Questions

What’s the Fracture-First Framework?
It’s a methodology for designing campaigns that anticipate how audiences will break, reinterpret, and redistribute branded content across fragmented contexts, like turning a 30-second video into a meme template or cropping a hero image for a Pinterest pin. Churchill developed it after observing that successful digital campaigns rarely scaled via algorithmic reach alone, but through intentional 'break points' where users became co-authors. The framework includes forensic analysis of screenshot metadata, repost velocity curves, and cross-platform caption drift.
Does Susan Churchill work with legacy brands only?
No, she deliberately rotates between heritage companies and bootstrapped DTC startups to stress-test assumptions about audience loyalty and channel primacy. Her 2022 work with a 120-year-old stationery brand involved replacing TV spots with QR-triggered AR handwriting overlays on physical mailers, while her 2023 project with a climate-tech startup used Telegram mini-apps to simulate regulatory uncertainty, turning compliance messaging into interactive scenario planning.
Why does she avoid A/B testing taglines on focus groups?
Churchill argues focus groups reward linguistic polish over behavioral resonance. Instead, she deploys micro-campaigns on niche forums (e.g. r/AskHistorians for heritage brands, or indie game Discord servers for tech) and measures not preference, but whether users spontaneously quote, remix, or misremember the line in context. She tracks 'semantic leakage': when a phrase escapes its intended frame and acquires new meaning organically.
What role does typography play in her strategy work?
She treats type as a behavioral trigger, not an aesthetic choice. For example, she replaced a fintech client’s sleek sans-serif with a subtly irregular monospace font after discovering users subconsciously associated clean fonts with 'automation' and distrust. Her typographic audits include measuring dwell time on font-rendered vs. image-based text across iOS vs. Android, and tracking copy-paste frequency, since users who copy-paste are often preparing to share or critique.
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Topics

brandingdigital campaignsstrategy

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