Forget the hype for a minute. In the constantly churning world of online content and big-brand marketing, who’s actually making a difference? Meet Anastasiia Khmelnitskaia. She’s built a community of 4 million followers who tune in for her unique take on things, all while she’s been in the strategy rooms with companies like Porsche and Honor. She’s not just watching the digital shift; she’s in the driver’s seat. We talked with Anastasiia about how she makes genuine connections online, her knack for strategy, and her recent experience as a judge for the brand-new ECDMA Global Awards – an initiative she sees as a game-changer.
Anastasiia, welcome! It’s genuinely inspiring to speak with someone who so seamlessly straddles the worlds of massive-scale content creation and sophisticated global marketing strategy. For many, these seem like entirely different universes. What was the genesis of this dual-track excellence? Was it a deliberate strategy or an organic evolution?
Anastasiia Khmelnitskaia: Thank you so much for having me. It’s a journey that has definitely felt more organic than a rigid, pre-planned strategy. My fascination began early on, not just with media itself, but with the power of media to forge genuine connections and influence perspectives. This intrinsic curiosity led me to St. Petersburg State University of Film and Television, where I delved into media communications. I wanted to understand the ‘why’ and ‘how’ behind impactful content.
When I started creating my own content, primarily in the beauty space, it was like stepping into a real-world laboratory. There were no set rules, especially in the burgeoning short-form video arena. I began experimenting with a format that I later coined “edu-tainment.” It wasn’t just about showing a product or a look; it was about taking the viewer on a journey of discovery. I would analyze existing content or claims, rigorously test them on camera – mistakes, successes, and all – and then share my authentic experience and practical takeaways. This transparent, value-driven approach seemed to strike a chord. People are smart; they crave authenticity and tangible value, especially in a crowded digital space.
Simultaneously, my professional career was evolving. I was increasingly involved in special projects for major international companies, tackling complex marketing challenges and developing creative campaigns. The insights I was gaining from my personal content creation – what truly engages an audience, what builds trust, how platform algorithms actually behave – became incredibly valuable in my corporate roles. Conversely, the strategic discipline, the market analysis, and the campaign management skills I was honing in my marketing career provided a robust framework for scaling my own online presence. So, it became this powerful, self-reinforcing cycle where each side fueled the other’s growth and innovation.
And that growth has been nothing short of phenomenal. We’re talking about building an audience of 4 million followers across platforms like YouTube and TikTok. You’ve earned YouTube’s Gold and Silver Creator Awards, which are significant milestones. And then, seeing your content showcased on billboards in Times Square! That must have been a powerful moment, validating the global reach and appeal of your unique approach.
Anastasiia Khmelnitskaia: Those moments are certainly highlights and deeply gratifying. The YouTube Creator Awards are wonderful, tangible symbols of the vibrant community we’ve built – a community based on shared learning and genuine interaction. Seeing my content in Times Square, as part of a YouTube initiative for the band Phoenix, was quite surreal. For me, it wasn’t just about my video being up there; it was a powerful affirmation that authentic, value-driven content, created with a genuine desire to connect and inform, can transcend geographical boundaries and resonate on a truly global scale. It reinforces the idea that if you focus on delivering real value, the reach and recognition will follow. That success isn’t just about numbers; it’s about the impact you’re having and the trust you’re building.
This idea of impact and setting standards seems to be a core theme for you. This brings us to your significant involvement in recognizing excellence within the digital industry, particularly your recent role as a juror for the inaugural ECDMA Global Awards. The winners were just announced around May 5th, 2025. This is a brand-new international award, and your participation as a Senior Member of the E-Commerce & Digital Marketing Association speaks volumes. Can you share your experience?
Anastasiia Khmelnitskaia: Absolutely. Being invited to serve as a juror for the very first ECDMA Global Awards was both an honor and a responsibility I took very seriously. As a Senior Member of the E-Commerce & Digital Marketing Association – a status that itself requires demonstration of significant achievement and contribution to the field – I am deeply passionate about championing innovation and excellence. So, contributing to these awards aligned perfectly with my commitment to advancing our industry.
From the outset, I was incredibly impressed with the ambition and professionalism of the ECDMA Global Awards. What particularly stood out for me, and for many of my fellow jurors, was the exceptional quality of the judging platform itself. Honestly, in all my experience judging various international awards, this was, without a doubt, the best interface I’ve ever used. It was incredibly intuitive, making the process of reviewing complex, multi-faceted digital campaigns and e-commerce initiatives from all over the world remarkably smooth and efficient. When you’re evaluating a high volume of high-caliber work, a well-designed system that allows for thorough, fair, and focused assessment is absolutely crucial. The ECDMA team nailed this.
And the quality of the entries? It was genuinely inspiring. We saw some incredibly strong and interesting participants – businesses and agencies, both established players and exciting new disruptors, all demonstrating remarkable creativity, strategic depth, and impactful results. There was a real breadth of innovation on display, from groundbreaking e-commerce solutions to highly effective digital marketing campaigns and innovative uses of technology. It gave me a fantastic panorama of the cutting-edge work happening globally, and it was a privilege to play a role in identifying and celebrating that excellence.
That’s high praise indeed, especially regarding the judging process and the caliber of entries. Given this was its inaugural year, what do you see as the future trajectory for the ECDMA Global Awards? Do you believe it has the potential to become a leading recognition in this space?
Anastasiia Khmelnitskaia: Without a shadow of a doubt. Based on my experience this year, I firmly believe the ECDMA Global Awards are poised to become a – if not the – leading authority and a highly coveted honor in the realms of digital, marketing, e-commerce, and all interconnected disciplines. The meticulous planning, the truly global reach, the commitment to a flawless and transparent judging process, and the sheer quality of work it attracted in its very first year are all powerful indicators.
The industry needs awards like this: ones that are not just about glamour, but about genuinely recognizing strategic brilliance, measurable impact, and forward-thinking innovation. The ECDMA Global Awards have set a very high bar right from the start. Its focus on the holistic digital ecosystem – from e-commerce platforms to intricate marketing strategies and customer experience innovations – is particularly relevant in today’s interconnected world. I’m genuinely excited to watch it grow and to see it continue to elevate the standards of our industry globally. It felt like being part of the launch of something truly significant and lasting.
Your commitment to upholding and defining industry standards is also evident in your roles on judging panels for other highly respected international marketing awards, such as the Brand Film Awards – where you were notably the only expert selected from outside the UK and Europe one year – the PHNX Awards, New York Festival Awards (NYFA), Silver Mercury, and more. What drives this dedication to evaluating the work of others on such a global scale?
Anastasiia Khmelnitskaia: It’s driven by a fundamental belief in the power of recognition to fuel progress and inspire excellence. When you serve as a juror for these prestigious international awards, you’re not just looking at campaigns; you’re assessing benchmarks of creativity, strategic thinking, and executional craft. It’s a chance to contribute to a collective understanding of what “best in class” truly means in a rapidly evolving global landscape.
Being selected for these panels, especially unique recognitions like being the sole non-European juror for the Brand Film Awards, is a profound honor that I believe reflects the international scope of my own work and the universal principles of effective content and marketing that I champion. Each judging experience is also an incredible learning opportunity for me. It exposes me to diverse perspectives, innovative approaches from different markets, and emerging trends. This continuous immersion in global best practices, in turn, enriches my own strategic thinking and creative output, allowing me to bring even greater value to my clients and my audience. It’s a responsibility that helps to keep the entire industry striving for greater heights.
Speaking of your strategic thinking, your corporate work has involved leading major campaigns for global names like Porsche, Honor, Henkel, and shaping strategies for entities like the Dubai Department of Economy and Tourism. You were also instrumental as a Marketing Production Team Lead for a global FinTech brand that secured “Best Trading Platform Global 2023” and “Most Trusted Platform – Global 2023.” These aren’t just successful campaigns; they are transformative results. Could you illustrate your approach with an example of an original contribution that led to such significant impact?
Anastasiia Khmelnitskaia:
One campaign that really demonstrates this was a project in India for a FinTech brand aiming to strengthen brand visibility and reduce customer acquisition costs in a highly competitive market. Rather than using a templated approach, we leaned into cultural specificity and timing. We signed a prominent cricket player as the face of the brand just ahead of the Cricket World Cup – a national event that captures the attention of millions.
We built an entire 360-degree campaign around this collaboration: branded visual assets, scripted short videos, merch giveaways, and co-branded content published across both the athlete’s and the brand’s social platforms. We also launched creative mechanics like social media challenges and photo contests tied to the player’s participation. By aligning with a trusted and beloved public figure at exactly the right cultural moment, we not only increased our share of voice but saw a 2x growth in organic traffic and a 1.5x reduction in CAC. The brand became a recognizable, credible name in the market almost overnight. This campaign is a great example of how culturally aligned thinking and smart creative execution can turn brand goals into real business growth.
That’s a powerful example of original strategic thinking delivering major results. Your ability to be both a creator who sets trends and a strategist who builds brands is clearly a potent combination. For our audience, many of whom might be aspiring creators, entrepreneurs, or marketers, what’s one foundational piece of advice you’d give them for navigating today’s digital landscape and making a genuine impact?
Anastasiia Khmelnitskaia: My most fundamental piece of advice is this: Embrace radical authenticity and relentlessly focus on delivering genuine value. In a world saturated with content, authenticity is your scarcest and most valuable asset. Don’t try to be a watered-down version of someone else; find your unique voice, your unique perspective, your unique way of solving a problem or bringing joy. Whether you’re building a personal brand or marketing a global corporation, your audience can sense insincerity a mile away.
And “value” doesn’t always mean a discount or a tangible product. It can be valuable information, a unique insight, a moment of laughter, a feeling of community, or a solution to a pain point. Understand what your specific audience truly values, and then dedicate yourself to delivering that consistently and generously. Listen more than you talk. Engage in real conversations. Be open to feedback and willing to adapt. The digital landscape is always shifting, but the human need for genuine connection and real value is constant. If you make that your North Star, you’ll not only navigate the complexities but also build something truly meaningful and impactful.
Anastasiia, this has been an incredibly illuminating conversation. Your journey, your insights into building authentic connections, your contributions to setting global industry standards, and your vision for the future of digital are truly inspiring. Thank you for sharing your expertise and your passion so generously.
Anastasiia Khmelnitskaia: The pleasure has been all mine. Thank you for such thoughtful questions and for the opportunity to share my perspectives. It’s an exciting time to be in this industry, and I’m thrilled to be part of shaping what’s next.
