Yes. And more than ever before.
Housing Fair ( Elamumess 2025) was hands down the most powerful personal branding case I’ve ever been part of. Not just because the results were impressive, but because the entire project proved something I’ve always believed and talked about for years:
People buy from people. Especially from those who have a bold, unapologetic dream.
And Mait Schmidt had a dream. He wasn’t just an organizer. He was the embodiment of the idea. Every decision, every presence, every silence – and yes, even every tear – expressed what he stood for.
The moment that moved us all
The day before the grand opening, we drove to the Elamumess site with Mait. The tension was high. Everything was still unfinished, and none of us really knew what would happen, or if it would even work.
Monika Kuzmina started filming and asked Mait a few questions. He answered. And then something happened – something you can’t script: Mait went quiet… and you could see tears in his eyes.
It was such a raw, honest moment that both Monika and I had chills.
And I said, right then and there: “We’re putting this out there. This is why people need to come to Elamumess. If this doesn’t move them, maybe we really should leave Estonia.”
Luckily, we didn’t have to go anywhere. Because that moment did move people. It spread. It gave visibility not only to the event, but to something deeper. Because people recognize the truth. And the things made with heart? They connect.
Marketing may start with strategy – but real impact is born from emotion.
What made Elamumess extraordinary? Mait Schmidt.
And I don’t say that lightly. If anyone embodies the true depth of what personal branding is about, it’s Mait. He doesn’t just talk about his vision – he lives it. And he doesn’t hide.
Why did I become the influencer?
On Day One, I just felt it – this was real. And someone had to capture that. I knew that if people saw what was truly happening, they’d come.
So I grabbed my phone, filmed, spoke, showed everything as it was.
Over 60 Reels in the first two days. Yes, the perfectionist in me – and my team – had plenty to say about framing, lighting, sound… But this was one of those rare cases where “better done than perfect” wasn’t just OK – it was essential.
Two days, 60+ Reels. And then? I wasn’t needed anymore. The snowball had started rolling. Partners began posting their own coverage. Content spread. People came, filmed, shared.
This was no longer a campaign. It had become an event no one wanted to miss.
But let’s be clear – none of it was an accident.
This was a strategy. Built on trust, openness, and radical collaboration.
What worked?
-Passion & clear vision. Mait knew exactly what he was creating, and his enthusiasm was contagious.
–Vulnerability. No marketing trick can replace a feeling that comes straight from the heart.
–Synergy. Our team dynamic – the trust, honesty, and rhythm – created a space where everyone could shine.
-Community. Developers, architects, designers, manufacturers – everyone showed up, shared, contributed, created. It was textbook cross-marketing and community-building, happening live.
And the results…
10,000+ visitors, 1,325+ pieces of content, Over 3.3 million views
This wasn’t just “event marketing”.
Elamumess proved that:
- A leader doesn’t have to manage social media. Doesn’t even have to be on social media – but they must have a digital twin a be a face of the event and a company.
- Personal branding isn’t about ego. It’s about trust capital.
- Social media is the most powerful marketing channel – especially when it’s real.
What did it affirm for me?
- That everything I’ve taught about personal branding – it works.
- That a person with a dream can spark a movement.
- That visibility = courage to be authentic.
So today, with full honesty and pride, I can say: I’m proud. Truly. Proud of Mait. Proud of this project. Proud of the synergy. Proud of the impact. Proud of my team.
And even though my inner perfectionist and maximizer would still have plenty to say about what we could improve – I’m also proud of myself.
Because this was big. Bold. Powerful. And yes, I do love a good “first in Estonia” moment.
I’m deeply grateful – to everyone who was part of this journey. And especially to Mait, who dared to dream big and show up as himself.
So if you’re still wondering, “Do you still work with personal branding?” The answer is: “More than ever. With people who are ready to be seen – because what they’re creating is worth sharing.”
Join me on a journey to building a global personal brand https://olesija.ck.page/a33576a470
