Mob Mentality: A Lesson in Marketing from Georgia Costello

Georgia Costello, the Vancouver-based entrepreneur behind bikini brand Strawberry Milk Mob, is redefining how brands engage on social media. With 2.2 million TikTok followers and 282k on Instagram, Georgia didn’t grow her platform by pushing products. Instead, she built her audience by simply being herself. 

What sets Georgia and the ‘Milk Mob’ apart is that most of her content focuses on her personal life instead of pushing products. From candid moments and her hilarious “reasons I love men” series to her playful take on all things “strawberry” and pink, Georgia’s posts feel authentic and relatable. By the time she shares a product promotion, it feels so natural that you barely notice you’re being sold to. People started following her for her witty humor and ended up sticking around for the cute ‘kinis.

Georgia continuously keeps things real by sharing glimpses of her everyday life with her audience. She highlights her relationship with her boyfriend, known on social media as Brad, by posting fun clips of them in matching swim sets, giving a personal touch to her men’s collection. She also brings followers along on her adventures—like her trips to St. Tropez—launching collections inspired by her experiences. Her approach makes product releases feel like exciting events instead of just another sales pitch.

The Mob’s success is amplified by Georgia’s sisters, Sydney and Sabrina, better known as Blueberry and Coconut. Each of them has personal accounts under a Milk Mob handle, allowing them to effortlessly integrate the brand into their everyday lives. 

With Black Friday quickly approaching, brands can take a page out of Georgia’s book by focusing on authenticity and genuine engagement instead of hard selling. Ultimately, Strawberry Milk Mob’s success shows that when you build meaningful relationships with your audience, the sales come naturally.